Take a Look at the Totally Redesigned Nintendo Store

1 minute read
By Matt Peckham and Josh Raab

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.

Nintendo New York, Nintendo’s flagship store the night before opening. Feb. 19, 2016 in New York. Josh Raab for TIME
The ground floor and checkout area.Josh Raab for TIME
A short history of Nintendo handheld products.Josh Raab for TIME
Each gaming system has its own display case.Josh Raab for TIME
Large casts of a few of Nintendo's most popular characters.Josh Raab for TIME
A cast of Mario can be seen sliding down a pole from the second to the first floor.Josh Raab for TIME
An extensive selection of Nintendo merchandise.Josh Raab for TIME
Detailed figurines are spread around the store.Josh Raab for TIME
A wide selection of games are available for purchase.Josh Raab for TIME
Original drawings from Nintendo's Super Mario Bros.Josh Raab for TIME
An assortment of Pokemon stuffed animals.Josh Raab for TIME
A line of Nintendo fans were waiting in line overnight for a special release of Fire Emblem.Josh Raab for TIME

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