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I Left My Heart Container in Nintendo’s San Francisco Store

Nintendo’s First West Coast Store is a Warp Pipe to Whimsy and Delightful Gamer Decor.

I’m in a group of adults slowly descending a staircase in a brightly lit white store, small gasps of joy escaping our mouths as walls of smiling squid toys come into view. Our tour guide is wrapping up his tour, and as he rattles off his last fact, he eyes the crowd. «Think you guys are ready to shop?» My reply echoes the words of former Nintendo Chief Operating Officer Reggie Fils-Aimé when he tested the Wii Board at E3 2007: My body is ready.

Japanese gaming giant Nintendo opened its first-ever West Coast store in San Francisco on Thursday — the second in the US after its New York City storefront. While it stocks lots of company merch featuring the company’s most iconic characters like Mario, Peach, Link, Zelda and way too many Pokemon, its website alludes to future events like those held at its other stores.

A few days earlier, CNET was treated to a first-hand look at all the new goodies and gadgets awaiting fans in San Francisco. 

Inside the store

Set at the intersection of Geary and Powell in San Francisco’s Union Square neighborhood, the first thing you notice is the parade of Nintendo characters lining the store’s windows, with Mario leading the congregation to the main doors. Upon entering the store, you’re greeted by the clean, white aesthetic that the Nintendo brand is known for. 

«We want [Nintendo San Francisco] to be much more than just a store,» said Nintendo Senior Regional General Manager PJ Sadler, a manager of the NYC Nintendo store who led the tour of the new location. «We want it to be an immersive experience, we want to immerse you in our characters, with our world.»

In that spirit, a Nintendo store associate told me several Pikmin figurines were hidden throughout the store for guests to find. (I counted five; they told me there were still a few more.)

There are the requisite store exclusives, the items you can find only at the San Francisco location that set it apart from its NYC counterpart — namely, the SF-branded water bottles, T-shirts, and hoodies that say «Nintendo San Francisco.» I found those designs a little lackluster and rather sterile; I was hoping to see a little more San Francisco flair. New York City once had a collection in kanji, for example. But at least you can also find the Nintendo character parade motif adorning other San Francisco souvenirs, including exclusive minifigures and bags. Sadler noted that any products with a red Nintendo square logo indicate they can be bought only in the Nintendo US locations, either in San Francisco or New York (there were no unique marks for SF exclusives). 

Also on the ground floor was a section dedicated to actual gaming equipment, including an area where customers can put together their own Nintendo Switch OLED with their choice of colored Joy-Cons and docks. (Nintendo representatives were very coy about what, if anything, would be happening at the store for the upcoming launch of the Nintendo Switch 2 on June 5.) Among the other controllers and accessories was a shelf of Nintendo Alarmo clocks, the company’s big surprise hardware launch of 2024, waiting to be taken home. 

Downstairs is where they had the «big guns,» so to speak, or at least the Master Swords. Similar to Nintendo’s New York store, there are dedicated areas for Splatoon and Legend of Zelda, as well as Pikmin, Kirby, and Pokemon. There was also a giant projector screen for watching shoppers play games, alongside a giant wall of Amiibo with harder-to-find figures such as Sora from Super Smash Bros and Kingdom Hearts. 

A sales associate kindly walked me through a kiosk where visitors can check in daily for Nintendo Platinum Points, which can be used for My Nintendo Rewards in the Nintendo eShop. «I just moved into a new place, so I’ve been stocking up on Animal Crossing coasters,» the associate confided.

Cozy merch forever

Though it’s been a while since I’ve been to the New York store, reconnaissance from friends and TikTok confirmed that a big theme for NY is Pokemon, featuring an almost life-size Pokemon Center where herds of Pikachu frolic on the shelves. 

While Pokemon has a presence in the San Francisco counterpart (I almost walked away with a Psyduck backpack), there seems to be a greater dedication to more twee, cozy series such as Animal Crossing and Pikmin, as well as adorably subtle game decor in general.

The Animal Crossing corner featured a slew of home goods, such as an adorable cottage-core coffee grinder branded with «The Roost,» the in-game cafe headed by character Brewster the Pigeon, with a matching cup and saucer set. Other kitchen goods like an apron, glass jar set and oven mitt elicited a few squeals from me and another sales associate, who kindly pointed out the equally kawaii Animal Crossing stationery with stickers, sticky notes, notepads and character-themed pens.

Downstairs in the Legend of Zelda section, I was taken with the Zelda Fairy collection, particularly a large faux leather tote purse and fairy-themed wallets with iridescent flourishes. Lovely golden Heart Container-shaped accessories, of which not nearly enough found their way into my shopping bag, framed the scene. 

Down the line, rows of enamel Kirby keychains and plush Waddle-Dees eyed me hopefully from their perches while a tower of Pikmin blind boxes and flower bud vases (successfully) tempted me from over my shoulder. 

Price-wise, I was pleasantly surprised that most items weren’t egregiously expensive and more similar to pricing you’d find at a theme park. I’d expected the aforementioned coffee grinder to be somewhere around $70, but it was priced at $40. Similarly, many of the more intricately designed wallets and bags were at the $35 price or under. Pikmin blind boxes were $10. But there were still outliers — a sleek Team Rocket anorak was marked at $120, for example.

Why San Francisco? Why now?

Before 2025, Nintendo had four official stores around the world: three in Japan (Kyoto, Tokyo and Osaka) and one in the US (New York). Now, San Francisco marks its fifth retail location selling merch directly to fans.

The San Francisco store’s opening comes at a pivotal time for the city’s downtown economy. Retail vacancies in San Francisco have hit record highs since the outbreak of the COVID-19 pandemic, with a number of flagship stores shutting down, including the Westfield San Francisco Centre and Macy’s, the former epicenter of the city’s Union Square shopping area. 

When Nintendo announced the official opening plans for the store in May 2024, then-Mayor London Breed posted on X, «We’re excited for San Francisco’s future and look forward to welcoming this iconic brand to our City.»

Supervisor Danny Sauter, who represents San Francisco’s District 3, which includes Union Square, told KQED in March, «The narrative on San Francisco is starting to shift…[p]eople are willing to take a chance on San Francisco again, and it’s remarkable how that was not the case six months ago.»

Whatever the city’s reputation, fan response has been immense, with «Warp Pipe Pass» shopping visit reservations for opening week sold out in minutes, continuing on into the Memorial Day weekend. Locals have been peeking into the windows and taking pictures as soon as the signage went up. Reddit user CaterpillarFederal43 posted a picture in the San Francisco subreddit in April 2025 with his dogs in costume, noting he visits every day for a chance to use StreetPass (a peer-to-peer feature on the Nintendo 3DS) with fellow fans.

End credits

San Francisco has a legacy of gaming culture, from the former Walk of Game to the annual Game Developers Conference held in Moscone Center. Now it has a retail location and event space for one of the biggest gaming companies in the world to welcome fans.

Whether you’re a Nintendo superfan with an Isabelle-patterned sweater vest or a tourist looking for a «gamer-y» souvenir for a relative, the San Francisco Nintendo store looks like a perfect place to spend all your rupees and bells. Just watch out for mischievous Pikmin along the way.

Nintendo Store Levels Up in San Francisco: A First Look Inside the Ultimate Fan Experience

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Technologies

Let T-Mobile Pick Up the Tab. Get a Free iPhone 17 With a New Line

If you’ve been looking to add a new line or switch carriers, you can scoop up Apple’s latest flagship on T-Mobile’s dime.

Apple’s new iPhone 17 typically costs $830 for the 256GB configuration, or up to $1,030 for the 512GB configuration. However, T-Mobile isoffering it to customers for free if they meet certain qualifications. If you’ve been looking to trade in your old device or choose an eligible plan, now is a great time to nab this deal.

T-Mobile doesn’t mention a deadline for this deal’s end, but it’s best to act fast if you’ve been wanting the latest iPhone.

To get a free iPhone 17, you’ll need to switch to T-Mobile on an Experience Beyond or Experience More plan and open a new line. You can also choose a Better Value plan, but you must add at least three lines with that plan to get your phone. You can also add a new line on a qualifying plan to score the deal, so long as you also have an eligible device to trade in.

Buyers are still responsible for the $35 activation fee. You’ll get bill credits for 24 months that amount to your phone’s cost. Additionally, you can only get up to four devices with a new line on a qualifying plan.

Note that newer phones will net you more trade-in credits, but an iPhone 6 will net you at least $400 off. The iPhone 17 Pro is also free with a trade-in of an eligible device on an Experience Beyond plan. The iPhone 17 Pro Max is just over $4 per month right now, with the same qualifications.

We’ve also got a list of the best phone deals, if you’d like to shop around.

Why this deal matters

The iPhone 17 series is the latest in Apple’s ecosystem. These smartphones are made to work with Apple Intelligence, include faster chips, offer improved camera performance and show off Apple’s trademark gorgeous design. Starting at $830, they’re not the cheapest phones around, so carrier deals like this one are the best way to save some serious cash.

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Technologies

How Team USA’s Olympic Skiers and Snowboarders Got an Edge From Google AI

Google engineers hit the slopes with Team USA’s skiers and snowboarders to build a custom AI training tool.

Team USA’s skiers and snowboarders are going home with some new hardware, including a few gold medals, from the 2026 Olympics. Along with the years of hard work that go into being an Olympic athlete, this year’s crew had an extra edge in their training thanks to a custom AI tool from Google Cloud.

US Ski and Snowboard, the governing body for the US national teams, oversees the training of the best skiers and snowboarders in the country to prepare them for big events, such as national championships and the Olympics. The organization partnered with Google Cloud to build an AI tool to offer more insight into how athletes are training and performing on the slopes.

Video review is a big part of winter sports training. A coach will literally stand on the sidelines recording an athlete’s run, then review the footage with them afterward to spot errors. But this process is somewhat dated, Anouk Patty, chief of sport at US Ski and Snowboard, told me. That’s where Google came in, bringing new AI-powered data insights to the training process.

Google Cloud engineers hit the slopes with the skiers and snowboarders to understand how to build an actually useful AI model for athletic training. They used video footage as the base of the currently unnamed AI tool. Gemini did a frame-by-frame analysis of the video, which was then fed into spatial intelligence models from Google DeepMind. Those models were able to take the 2D rendering of the athlete from the video and transform it into a 3D skeleton of an athlete as they contort and twist on runs. 

Final touches from Gemini help the AI tool analyze the physics in the pixels, according to Ravi Rajamani, global head of Google’s AI Blackbelt team. which worked on the project. Coaches and athletes told the engineers the specific metrics they wanted to track — speed, rotation, trajectory — and the Google engineers coded the model to make it easy to monitor them and compare between different videos. There’s also a chat interface to ask Gemini questions about performance.

«From just a video, we are actually able to recreate it in 3D, so you don’t need expensive equipment, [like] sensors, that get in the way of an athlete performing,» Rajamani said.

Coaches are undeniably the experts on the mountain, but the AI can act as a kind of gut check. The data can help confirm or deny what coaches are seeing and give them extra insight into the specifics of each athlete’s performance. It can catch things that humans would struggle to see with the naked eye or in poor video quality, like where an athlete was looking while doing a trick and the exact speed and angle of a rotation. 

«It’s data that they wouldn’t otherwise have,» Patty said. The 3D skeleton is especially helpful because it makes it easier to see movement obscured by the puffy jackets and pants athletes wear, she said. 

For elite athletes in skiing and snowboarding, making small adjustments can mean the difference between a gold medal and no medal at all. Technological advances in training are meant to help athletes get every available tool for improvement.

«You’re always trying to find that 1% that can make the difference for an athlete to get them on the podium or to win,» Patty said. It can also democratize coaching. «It’s a way for every coach who’s out there in a club working with young athletes to have that level of understanding of what an athlete should do that the national team athletes have.»

For Google, this purpose-built AI tool is «the tip of the iceberg,» Rajamani said. There are a lot of potential future use cases, including expanding the base model to be customized to other sports. It also lays the foundation for work in sports medicine, physical therapy, robotics and ergonomics — disciplines where understanding body positioning is important. But for now, there’s satisfaction in knowing the AI was built to actually help real athletes.

«This was not a case of tech engineers building something in the lab and handing it over,» Rajamani said. «This is a real-world problem that we are solving. For us, the motivation was building a tool that provides a true competitive advantage for our athletes.»

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Virtual Boy Review: Nintendo’s Oddest Switch Accessory Yet Is an Immersive ’90s Museum

No one needs a Virtual Boy. But I always wanted one. And now it’s living with me at last.

On my desk is a Nintendo device that looks like equipment stolen from a cyberpunk optical shop. It’s big, it’s red and black, it sits on a tripod, it has an eyepiece, and it has a Nintendo Switch 2 nestled inside. Hello, Virtual Boy, you’re back.

Nintendo has made a lot of weird consoles over the years, but the Virtual Boy was the weirdest. And the shortest lived. Released in 1995 and discontinued a year later, it lived for a blink of an eye during my final year in college. I never really had time to consider buying one.

It would have been perfect for me, a Game Boy fan who was in love with the idea of VR even back then. Nintendo has been flirting with virtual reality in various forms for decades, and the Virtual Boy was the biggest swing. But it wasn’t VR at all, really. It was a 3D game console in red and black monochrome, a 3D Game Boy in tripod form.

I’m setting the stage because right now you can order a $100 Virtual Boy recreation that’s a big, strange Switch accessory. It’s staring at me now, taking up a lot of space. It’s too big to fit in a bag. It’s a tabletop console, really, and Nintendo has created this Virtual Boy viewer as a way to play a set of free-with-subscription games on the Switch and Switch 2.

Is it worth your money? I’d call it a museum-piece collectible, not a serious piece of gaming hardware. Still, my kid stuck his head in, played 3D Wario Land, and came out declaring it was really cool. He loves old retro games. But I don’t know how often he’ll pop his head back in.

Nintendo’s first stab at 3D now feels like a museum piece

For comparison, I pulled my old Nintendo 3DS XL out of the drawer where it had been tucked away and booted it up, marveling again that Nintendo actually made a glasses-free 3D game handheld once upon a time. The 3DS is a far more capable and advanced game system, but consider the Virtual Boy an ancient attempt to get there first. 

The Virtual Boy was a monochrome red-and-black LED display system, a tabletop-only device that was neither handheld nor TV-connected. The Nintendo Switch’s tabletop-style game modes feel like a bit of an evolutionary link to the Virtual Boy, so it’s poetic that the Switch pops into the new Virtual Boy to power the games and provide the display.

The plastic Virtual Boy is just an odd set of VR goggles for the Switch, but with a red filter on the lenses. Also, you can’t wear it. You keep your head stuck in it.

Awkward and easy to use

All the trappings on this recreation look like the old Virtual Boy but don’t work: You can see a simulated headphone jack, controller port, a sort of knob on top. I just unsnap the plastic case and slide the Switch in, carefully, and then snap it back over. That’s all it is.

To control it, you use the Switch controllers detached or another Switch-compatible controller. Launching the Virtual Boy app — free on the eShop, but you need a Switch Online Plus Expansion Pack account, which costs $50 a year, or $80 for a family membership — splits the Switch display into two smaller, distorted screens. In the Virtual Boy, it looks properly 3D. When I’m done playing, I pop the Switch back out.

As I said in my first hands-on, the big foam-covered eyepiece is more than wide enough for big glasses, and was fine to dip my face into. Getting a comfortable angle to stay playing for a while is another challenge. The Virtual Boy’s included tripod-like stand can adjust the angle, but not as wide as I’d like. I’m sort of hunched over while playing, which gives me a bit of pain. Leaning on the table with my controllers in hand helps.

The red-lensed front eyepiece can be removed, and a later software update will allow Virtual Boy games to be played in several color mixes beyond red and black. Also, you can unscrew an inner bracket to hold the Switch 2 and swap in an included Switch-sized bracket instead. The Switch Lite doesn’t work with the Virtual Boy, however.

The weirdness is my type of indie

All you get right now are seven of the 16 games Nintendo has promised to release for the Virtual Boy. Believe it or not, there were only 22 games ever released for this system. The 16 will include two that were never released before, which is a fun collector’s novelty. 

But what’s amazing to me now is that, sinking into these oddball retro games with their pixelated NES-slash-Game Boy aesthetics in red and black, they feel weirdly timely. The janky, oddball, almost-parallel-universe Nintendo vibe feels like the indie retro aesthetic that’s been big for a while now. After all these years, is the Virtual Boy now finally awesome?

Games like UFO 50 (a compilation of new indie games made to feel like an archive of ’80s games for a console that never was) and indie consoles like Panic Playdate (still my favorite black and white mini handheld, a home for all sorts of homebrew retro games) match my feeling diving into these Virtual Boy games and figuring them out.

Wario Land is probably the best: A side-scrolling Wario game with multiple depth levels, it gives me Game Boy Mario game vibes. Golf has multiple holes and an aiming system, and it’s relaxed and basic (and hard to perfect). 3D Tetris has you dropping blocks down a well to fill in layers, with a Tron-like puzzle feel. Red Alert’s wireframe 3D shooter design is like Star Fox, but boiled all the way down to simple vector lines. Galactic Pinball has several tables, and it’s some lovely, very old-school 3D Nintendo pinball fun. Teleroboxer is Punch-Out with robots, with a style that also reminds me of the early Switch game Arms. And The Mansion of Innsmouth is a creepy 3D dungeon-crawling game (in Japanese) where you try to get to exits before time runs out… or monsters get you.

The remaining games coming this year include Mario Tennis, another Tetris game, a wireframe 3D racer, a 3D reinvention of the original Mario Bros. game called Mario Clash and a 3D Space Invaders. By the end of Nintendo’s release schedule, a good chunk of Virtual Boy’s catalog will be there.

A novelty that’s niche as hell

Worth it? Again, if you love weird and retro, and are intrigued by lost Nintendo 3D games, then yes. But if you’re looking for cutting-edge, then no.

Keep in mind: You can buy a cheaper $25 cardboard set of goggles for the Switch that lets you play the Virtual Boy games, too (or use the old Labo VR goggles Nintendo made in 2019, if you have them). That’s a more sensible path. There are even unofficial emulators for Virtual Boy games on the Meta Quest and Apple Vision Pro. But who said the Virtual Boy was sensible?

A Nintendo game system that’s a big set of red goggles on a tripod is inherently absurd. And I welcome its weird footprint in my home, because that’s exactly who I am. But it’s also a testament to Nintendo’s perpetual interest in the bleeding edge of gaming. VR, glasses-free 3D, AR, modular consoles… Nintendo’s poking around the edges. 

Is the Virtual Boy a sign that Nintendo could make its own VR or AR game system again someday soon, or as an extension of the Switch 2? Who knows? Shigeru Miyamoto, Nintendo’s legendary video game designer, sounded intrigued and elusive about it when I asked him last year. But there’s never any real way to guess where Nintendo’s heading. The Virtual Boy is a museum-piece reminder of that.

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