Nintendo expands U.S. footprint with new San Francisco store
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A giant Mario figurine greets customers at the entrance of the new Nintendo San Francisco store. Photo: Claire Reilly/Axios
Mario and Splatoon fans rejoice: San Francisco is now home to the first official Nintendo store on the West Coast.
Why it matters: The Thursday opening — a big win for Union Square amid its post-pandemic recovery — marks the second official Nintendo store in the U.S. The other is New York's Times Square location.
- Union Square has seen retail vacancy rates steadily increase since 2022.
What they're saying: "Nintendo's decision to open its second flagship store here is a powerful vote of confidence in Union Square and downtown's future," said Marisa Rodriguez, CEO of the Union Square Alliance.
- "It reinforces that San Francisco is not only open for business but open for excitement [and] innovation," she added.
Zoom in: Be prepared to feel like you're walking through a video game come to life.
- There are different zones dedicated to all of Nintendo's biggest franchises, with floor-to-ceiling soft toys, clothing and homewares.
- There are gameplay stations, including a massive wall-sized screen for battling it out over Mario Kart, and areas to personalize your Switch console or sign in with your Nintendo account for free stickers.
My thought bubble: Kids are going to go bonkers, but I'd expect a fair share of adults to also. I even had friends text me to ask about niche items they wanted me to buy for them.
The bottom line: While one new store doesn't equate to a full downtown turnaround, it's a much-needed shot in the arm for tourism and foot traffic.
If you go: The store is open Monday through Saturday from 10am-8pm at 331 Powell Street and on Sunday from 11am-7pm.
- Yes, but: Reservations for opening weekend are already booked but you don't need one after May 18.
What's next: Check out the full tour on our Instagram.