X11是针对Z世代新消费需求而生的，涵盖了盲盒、手办、BJD娃娃、拼装模型、精品模型、二次元周边、图书、潮流饰品、潮流文创以及艺术潮玩等品类。 作为国内目前面积最大，品类最多的潮玩集合店，以一种什么样的体验方式和空间风格呈现给用户成为设计探索的重点。淮海路店是一个上下两层的空间结构，总面积超过2000平方米，这种几乎囊括全球各个品类的潮玩业态，设计师希望用户从心里感受到它的“大”所带来的心灵震撼，不光是空间的物理尺度。 X11上海旗舰店是消费者与品牌互动的窗口，是消费者表达自我的潮流文化空间和平台，是用场景式的全新探索，是用超预期的体验方式向用户传达品牌态度和品牌价值。 设计师利用外立面的尺度优势，打造了一个5层楼高的，由一个个“盒子”构成的盲盒版外立面，同时它也是一个LED灯墙，整齐有序，让品牌在整个街区中显得格外突出。 为了打破双层空间独立性，设计师将一层楼板打穿，与地下一层贯通。空间中保留拆除和剥离而呈现的原始裸露的钢筋和混泥土梁柱，还原建筑结构本来的状态。银色的哑光不锈钢，裸露的灰色水泥，在科技感十足的灯光和多媒体的点缀下，强烈的赛博朋克风。显得更酷、更潮、更未来！ 设计师在空间中设置了一个通高6米的通天货架，货架本身也成为了店内的打卡点和艺术装置，自下而上仰望，拔地而起向上延伸，充满力量感和未来感。
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.