February 19, 2016 10:42 AM EST

It sports a giant bronze coin with the tagline “Where everyone comes to play,” a gargantuan new 15-foot gaming screen, and — as its doors open to the public for the first time in a month — a brand new name: Nintendo New York.

You might know the gaming company’s Rockefeller Center retail outpost by its old name, Nintendo World. The name change appears be another step in Nintendo president Tatsumi Kimishima’s intrepid plan to grow the company IP exponentially across a dizzying array of new platforms. The message is clear: Nintendo New York is still the company’s flagship storefront, and a paean to all things Nintendo, but Nintendo World is everywhere.

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Write to Matt Peckham at matt.peckham@time.com.

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