Take a Look at the Redesigned Nintendo New York Store

In this photo provided by Nintendo of America, Mario and Luigi unveil the remodeled Nintendo NY store during a ribbon-cutting ceremony on Feb. 19, 2016. Joining the Super Mario Bros. (left to right) are Charles Martinet, the voice of Mario, and Nintendo of America executives Doug Bowser, Vice President of Sales; Scott Moffitt, Executive Vice President of Sales & Marketing; and Rick Lessley, Vice President of the Supply Chain Group.​
In this photo provided by Nintendo of America, Mario and Luigi unveil the remodeled Nintendo NY store during a ribbon-cutting ceremony on Feb. 19, 2016. Joining the Super Mario Bros. (left to right) are Charles Martinet, the voice of Mario, and Nintendo of America executives Doug Bowser, Vice President of Sales; Scott Moffitt, Executive Vice President of Sales & Marketing; and Rick Lessley, Vice President of the Supply Chain Group.​

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.

SOURCE: TIME, Matt Peckham and Josh Raab