Born for Gen Z's new consumption demands, X11 is a retail brand that sells blind boxes, garage kits, ball-jointed dolls, assembly models, exquisite models, ACGN (animation, comic, game and novel) products, books, trendy accessories, popular cultural creations and artistic toys, etc. This is China's largest toy collection store with the most diversified categories of products. 

The key of the design was to create spatial experiences and style that cater to young consumers' preferences. It is a two-storey space, which is located on the ground and underground floors of a building and occupies a total area of more than 2,000 sqm. It collects toys of all categories worldwide. The design team hoped that customers would be shocked by its diversity and “largeness” beyond physical-scale level. 

The X11 flagship store in Shanghai serves as a window for customers to interact with the brand, and also a trendy cultural space and platform for them to discover beauty, explore the unknown, and express the self. The novel explorative scenes and unexpected spatial experiences convey the brand's attitude and values to customers. The designers renovated the 5-storey facade of the building where the flagship store sits. By taking advantage of the large scale, the designers created a brand new 5-storey facade that consists of many “blind boxes”. 

The facade also functions as a neat, orderly LED lighting wall, to enhance visual identity of the store on the street. In order to break the independence of the two floors of space, the floorslabs of the ground floor were removed to connect it with the underground floor. The silver matte stainless steel and exposed grey cement, complemented by lighting and multimedia device featuring a sense of technology, reveal a strong cyberpunk style. In order to break the independence of the two floors of space, the floorslabs of the ground floor were removed to connect it with the underground floor. 

After demolishing and stripping treatments, the existing reinforced concrete beams and columns are exposed and retained, thereby restoring original structures. The silver matte stainless steel and exposed grey cement, complemented by lighting and multimedia device featuring a sense of technology, reveal a strong cyberpunk style and appear cooler, more trendy and futuristic. The 6-meter-high shelf becomes an instagrammable scene and artistic installation in the store. It seems to rise from the ground and extends upwards, showing a dramatic, futuristic image.