Nintendo fans in San Francisco have reason to rejoice as Union Square sees the grand opening of a flagship retail experience. Nintendo's second U.S. store now welcomes visitors at 331 Powell St., as confirmed by the San Francisco Chronicle. The location, which sits within the historic confines of the Westin St. Francis hotel, has undergone a meticulous selection process with Nintendo of America's president, Doug Bowser, citing the city's vibrant local community and tourist appeal as fitting the company's vision.
Spanning two levels and roughly 9,000 square feet, the store celebrates Nintendo's most beloved franchises, including Mario, Pokémon, Splatoon, and The Legend of Zelda. Yet despite the excitement and the vibrant array of merchandise, Bowser did not disclose the store's investment figures or the number of jobs created; nevertheless, he emphasized the store's commitment to hiring individuals who are passionate about retail and deeply knowledgeable of Nintendo and its games. Shoppers can find a suite of exclusive products ranging from apparel to Nintendo-themed toys, with San Francisco-specific merchandise also on offer, says Bowser in the recent interview, as per the San Francisco Chronicle. Conversely, access to the store requires prior registration during high traffic periods, although walk-ins are welcome during less busy times.
Adding to the store's allure, the launch comes just weeks before the release of the Nintendo Switch 2 console on June 5, a product that could redefine on-the-go gaming and which Bowser confirmed will not only be available at the new store but is expected to meet customer demand through a steady supply chain as told to San Francisco Chronicle. Alongside gaming hardware, the basement level boasts a 14-foot screen for super-sized gameplay sessions. On the economic side of things, Nintendo is keeping a close eye on tariffs imposed by the Trump administration, but prices of the Switch 2 and upcoming games have yet to be affected, Bowser elaborated in the conversation with the publication.
Enthusiasm is mirrored by P.J. Vallasco, senior manager of the Nintendo America Retail Team, who told San Francisco Examiner, "We want it to be much more than just a store — we want it to be an immersive experience," Vallasco promised that not only will this location sell exclusive items, but also serve as a communal space where fans can bond over shared interests and features a customization zone and rare collectibles that will entice the most discerning of gamers. The store organized by franchise sections offers a kingdom of sorts for each title complete with decor and merchandise that honors the "Animal Crossing" fan base, which was described by Vallasco as having been underserved in the past, a narrative now changing with the introduction of themed items such as cookie jars and stationery.
.jpg){kind=link}