Behind this Concept
Why is there a rainbow on the ceiling? Because from the eyes of those “little humans,” beauty is always something they look up to.
This small detail captures the spirit of one of my favorite projects with N KID Group (TINI Corp): creating the interior design concept for Tinistore, a toy retail chain directly connected to Tiniworld playgrounds.
The idea was simple yet powerful – make life easier and more fun for families. Parents could shop for toys while their children played nearby, all within one convenient destination. To bring this vision to life, I designed tiNiStore with a fresh, vibrant atmosphere that feels playful, modern, and perfectly in tune with Tiniworld’s joyful spirit.
The design elements were inspired by the beautiful things seen through a child’s eyes, blended seamlessly with tiNiWorld’s brand guidelines, playful characters, and vibrant color schemes.
Let Vietnamese children wander into a toy world so magical it lingers in memory. A place where dreams take root and every child can believe they can become anything.
Design leadership and creative direction: Lam (Project Design Team Leader)
Map of 42 locations of Tinistore in 2019
Back in 2019, life was a whirlwind. We were opening 42 tiNiStore locations nationwide, each one carrying the design concept that started as a vision in my mind and became reality through the incredible dedication of our design team.
I’m deeply grateful to every team member who walked this journey with me, both internal and external teams. Under my direction, we turned sketches and ideas into vibrant spaces that welcomed families across Vietnam.
Together we built a design legacy, one that could be scaled, replicated, and refreshed whenever needed. And I believe the details we crafted remain timeless in function, carrying a sense of durability that still speaks today.
Update on 2025
After the heavy impact of Covid-19, in 2025 there are 8 Tinistores remaining. Yet, I look back on this project with nothing but gratitude. It was a milestone filled with learning, creativity, teamwork, and a chapter of my career that I’ll always be proud of.
