You might think it’s a losing venture for a company to open a brick-and-mortar store at a time when more and more customers shop online. Malls are shuttering and major retailers are selling off buildings, but then again, not everyone is Nintendo.
The company known for video games has zigged when many have zagged, and with the opening of the Nintendo Store San Francisco, they see an opportunity.
President of Nintendo of America Doug Bowser is photographed in San Francisco, Calif., on Wednesday, May 14, 2025. Bowser was promoting the grand opening of their newest store Nintendo San Francisco which opens to the public May 15th. The opening of the San Francisco store will make a total of five Nintendo stores worldwide. (Jose Carlos Fajardo/Bay Area News Group)
“First of all, our mission is a simple one, and that’s to create smiles,” said Doug Bowser, president of Nintendo of America, “and our strategy to deliver on that is to increase the number of touch points and engagement points that consumers can have with our characters or with our worlds.”
Many of those interactions come with a controller in hand, but Bowser emphasized that Nintendo is an entertainment company with a successful movie under its belt and more on the way. Theme parks starring its character have sprouted on both coasts of the U.S.
The Nintendo Store San Francisco is another piece to that puzzle. The company didn’t just build a place to buy games, it created an experience where gamers have another way to geek out. At a media event, I had a chance to check out the new outpost and discover the details built into the store.
Senior manager of retail at Nintendo America PJ Sadler talks about merchandise sold inside the Nintendo San Francisco store in San Francisco, Calif., on Wednesday, May 14, 2025. Members of the media received tours of the Nintendo San Francisco store which opens to the public May 15th. The opening of the San Francisco store will make a total of five Nintendo stores worldwide. (Jose Carlos Fajardo/Bay Area News Group)
A STEP INSIDE
From the get-go, customers will hear the familiar music from their favorite titles and come across statues that guide them through the store’s themed sections. Mario welcomes fans out front with toys, housewares and clothes. In the back, Isabelle shows off items inspired by “Animal Crossing” including a Sanrio collaboration.
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“The Legend of Zelda” dominates the downstairs with Link at the center, and because the title is more mature, it features more adult clothing and sophisticated tchotchkes. “Splatoon,” one of Nintendo’s newest franchises, has a big presence that plays off the idea of dressing up as one of the two factions from the game: Inklings and Octolings.
“Pokémon” led by Pikachu also fills out a large section. Normally in Japan, the franchise has its own store adjacent a Nintendo Store, but in the U.S., Pikachu and company are incorporated into Nintendo proper, Bowser said. “Pikmin” is the last franchise represented in a major way with a mix of stuffed animals, houseware and stationery. The tiny creatures are also hiding in and around the shop as Easter eggs for fans.
Nintendo’s other big names such as “Metroid” and “Kirby” are represented but on a smaller scale. Nearly all of those characters are featured in a wrap surrounding the store and tie the experience together.
“It’s really a destination and a gathering point for people to celebrate games and their characters,” Bowser said.
Nintendo gaming consoles are on display at the Nintendo San Francisco store in San Francisco, Calif., on Wednesday, May 14, 2025. Members of the media received tours of the Nintendo San Francisco store which opens to the public May 15th. The opening of the San Francisco store will make a total of five Nintendo stores worldwide. (Jose Carlos Fajardo/Bay Area News Group)
WHAT ABOUT THE VIDEO GAMES?
With all the merchandise, Nintendo didn’t forget the real stars, which are the games. They’re represented in several areas. On the first floor, gamers can customize their own Nintendo Switch OLED, picking out the color of their dock, Joy-Cons and straps, using a kiosk. The Nintendo Store staff will assemble the Switch and have it ready to pick up on the same day.
Downstairs, players can demo games at several stations. That also includes a massive 14-foot screen that could possibly play a bigger role in special events. It can be seen from the first floor, and there’s enough space for people to gather. Elsewhere on the bottom floor, Nintendo offers a wall of amiibos, including some hard-to-find ones.
Although the gaming aspect has a presence, “it’s more about a location for you to come together, explore, learn,” Bowser said.
Senior manager of retail at Nintendo America PJ Sadler demonstrates a gaming console inside the Nintendo San Francisco store in San Francisco, Calif., on Wednesday, May 14, 2025. Members of the media received tours of the Nintendo San Francisco store which opens to the public May 15th. The opening of the San Francisco store will make a total of five Nintendo stores worldwide. (Jose Carlos Fajardo/Bay Area News Group)
NO WORD ON SWITCH 2
During the preview event, the Nintendo Switch 2 was nowhere to be seen, and when asked about it, P.J. Sadler, senior manager of retail for Nintendo of America, didn’t have much to say aside from a comment about the expected popularity. At the New York store, fans lined up for days to buy the original Nintendo Switch, and I wondered if that could be the case in San Francisco.
“If people want to line up, we’re indifferent to that,” he said.
When it comes to the Nintendo Store items, Sadler highlighted that half the store is full of exclusive products that can’t be found outside of official Nintendo outposts. He said the company even imported items from Japan, such as costumed Mario dolls.
The rarity of the items is part of the appeal of the experience. With online shopping making most items available, it makes the hard-to-acquire merchandise so much more meaningful. It adds to the magic of the visit because fans know they have a keepsake they can’t find anywhere else.
All of this makes the Nintendo Store San Francisco a tourist attraction rather than a typical shop. That’s a big reason that Nintendo decided to put the outpost on Union Square instead of Seattle or Los Angeles.
“San Francisco is an iconic city,” Bowser said. “It’s a huge tourist destination for people, visitors from around the world. … We wanted to find a location that we know would have some permanence to it, where we could be a long-term resident of the community.”
IF YOU GO
Nintendo Store San Francisco
Hours: Grand opening weekend is open by reservation only. Normal hours begin on May 19.
Monday to Saturday: 10 a.m. to 8 p.m., Sunday 10 a.m. to 6 p.m.
Location: 331 Powell St., San Francisco, CA