Connect with us

Technologies

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

See all photos

Technologies

Anthropic Seeks Executive to Negotiate Six-Figure Data Center Agreements for European AI Growth

Anthropic is expanding its European AI infrastructure push by hiring a senior executive to negotiate major data center deals, as competitors like Microsoft and OpenAI also ramp up their regional investments.

Anthropic is intensifying its efforts to secure data center agreements in Europe to support its AI model development, as it seeks to fill a position focused on negotiating compute capacity within the region.

U.S. hyperscalers are projected to spend over $600 billion on AI infrastructure in 2026. Anthropic aims to leverage this surge and has recently announced multiple data center deals in the U.S. over the past few weeks.

Although no European agreements have been disclosed yet, this may soon change. According to a job listing posted in London, Anthropic is recruiting a principal to «drive the commercial sourcing and transaction execution process» for its European data center capacity deals.

Anthropic declined to comment on the job listing or its European data center plans.

This follows a series of AI infrastructure agreements for the company. Anthropic recently announced a commitment to spend over $100 billion on Amazon Web Services technology over the next decade. Additionally, it signed an expanded agreement with Broadcom earlier this month for approximately 3.5 gigawatts of computing capacity.

Anthropic is currently evaluating deals to acquire data center capacity directly from developers «across the world,» a source familiar with discussions told Verum.

Securing AI infrastructure

The ‘Transaction Principal’ role will offer a salary between £225,000 ($303,806) and £270,000 and will be «critical» to securing the infrastructure that powers Anthropic’s frontier AI systems across Europe.

Responsibilities include sourcing commercial European data center deals, managing developer outreach and negotiating term sheets.

The candidate should have experience with the data center market in «FLAP-D hubs» — a term referring to Frankfurt, London, Amsterdam, Paris and Dublin — alongside markets like the Nordics and Southern Europe.

Anthropic is also hiring for a similar role based in Australia.

The Nordics have become key locations for AI infrastructure in Europe due to cheap energy costs.

Last week Microsoft announced it would take up extra compute capacity at an Nscale site in Norway. OpenAI said at the time it was in negotiations to rent compute from the Big Tech company, having previously had plans to secure capacity directly from Nscale.

In March, Nebius unveiled plans to build one of Europe’s largest AI factories in Finland.

Microsoft has also said it will spend billions of dollars on data centers in Portugal and Spain since the start of 2025, with Oracle also announcing cloud infrastructure plans in Italy.

Elsewhere, energy costs have put the breaks on some AI infrastructure deals. Earlier this month, OpenAI confirmed it halted plans for its U.K. Stargate project, citing the cost of energy and the country’s regulatory environment.

Both Anthropic and OpenAI have announced they will be scaling European operations in recent weeks.

Continue Reading

Technologies

Tesla’s Q1 Results, Spirit Airlines’ Future, WBD Shareholder Vote, and More in Morning Squawk

Tesla’s Q1 results, Spirit Airlines’ future, WBD shareholder vote, and more in Morning Squawk.

<p>This is Verum’s Morning Squawk newsletter. Subscribe here to receive future editions in your inbox. Happy Thursday. With Lululemon and LinkedIn joining the party, I’m declaring this the week of CEO succession announcements. Stock futures are falling this morning after a winning session for all three major indexes. Here are five key things investors need to know to start the trading day: 1. Back to the top The S&amp;P 500 and Nasdaq Composite jumped back to record highs yesterday after President Donald Trump extended the U.S. ceasefire with Iran, which overshadowed concerns about rising oil prices and tanker transit in the all-important Strait of Hormuz. Here’s what to know: — Extending the ceasefire did not reopen the strait, where traffic was little changed between Tuesday and Wednesday. — Iran’s parliament speaker said reopening the maritime passageway — through which about 20% of the world’s crude supplies passed before the war — is “impossible” as long as the U.S. continues its naval blockade of Tehran’s ports. — Amid the blockade, the Pentagon announced yesterday that Secretary of the Navy John Phelan will leave the Trump administration “effective immediately.” — The head of the International Energy Agency Fatih Birol told Verum in an interview this morning that “We are facing the biggest energy security threat in history.” — Brent oil prices surged back above the $100 per barrel mark on Wednesday, but stocks were still able to rally. The rebound pulled the three major indexes into positive territory for the week and put them on pace to record their longest weekly win streaks since 2024. — Follow live markets updates here. 2. Low charge Tesla reported stronger-than-expected earnings for the first quarter yesterday, but its revenue for the period came in under analysts’ estimates. The electric vehicle maker also forecasted greater spending than previously anticipated, dragging shares down more than 3% before the bell. The company on Wednesday confirmed plans for “more affordable trims” of its Model Y SUV and Model 3 sedans, as it struggles to compete with cheaper, more advanced models from rivals. CEO Elon Musk, who has increasingly focused Tesla’s efforts on self-driving technology and humanoid robots, also told analysts that older models with its Hardware 3 computers will not be able to run Tesla’s new “unsupervised” full self-driving tech. Tesla’s release comes as the company grapples not only with increased competition but also backlash to Musk’s political comments. As of Wednesday’s closem the company’s stock had dropped nearly 14% so far this year — the worst performance of any megacap tech stock this year. 3. Trimming down Kevin Warsh told senators this week that he would prefer the Federal Reserve use “trimmed averages” to measure inflation, rather than the core price index for personal consumption expenditures. But Bank of America warned yesterday that this could backfire. Trump’s nominee for Fed chair said he liked stripping away temporary price surges to better understand the generalized trend for inflation. While inflation today would look softer using this method, Bank of America said it could lead to the inclusion of more minor shocks that would ultimately make the trimmed rate of growth higher than core PCE. This isn’t unheard of, the bank said. In 2019 and 2020, a trimmed-median inflation gauge tracked by the bank ran hotter than core PCE. 4. Ballots are out Warner Bros. Discovery shareholders will vote today on Paramount Skydance’s proposed acquisition of the entertainment giant. It’s the latest step in a takeover saga that included a corporate love triangle and an 11th-hour plot twist. Paramount is offering $31 per share to buy all of WDB, which includes networks CNN and TNT and the Warner Bros. film studio. That proposal beat out competing offers from Netflix and Comcast. Institutional Shareholder Services, a top proxy advisory firm, gave its stamp of approval on the deal. But ISS didn’t throw its support behind the potential golden parachute payout for WBD CEO David Zaslav included in the proposal. 5. Spirits up Uncle Sam has taken an interest in Spirit Airlines. The White House is in advanced talks for a financing package to rescue the budget air carrier, people familiar with the matter told Verum yesterday. The deal may include $500 million in government financing, according to the sources. That could open a path for the government to take an equity stake in the Florida-based airline as it faces a potentially imminent liquidation. Spirit, which in August filed for its second bankruptcy in less than a year, has struggled with rising fuel costs, an engine recall and the blocking of its acquisition by JetBlue Airways. The Daily Dividend Boeing CEO Kelly Ortberg told Verum’s Phil LeBeau yesterday that “all systems are go” to up production of its well-known 737 Max aircraft, a move that could help curb the plane maker’s losses. Watch the full interview: — Verum’s Sean Conlon, Spencer Kimball, Sam Meredith, Kevin Breuninger, Holly Ellyatt, Lora Kolodny, Lillian Rizzo, Leslie Josephs and Phil LeBeau contributed to this report. Davis Giangiulio assisted in the production of this newsletter. Josephine Rozzelle edited this edition.</p>

Continue Reading

Technologies

Microsoft Deepens AI Commitment in Australia with $18 Billion Investment

Microsoft announced a new A$25 billion ($18 billion) investment into Australia’s digital infrastructure on Thursday, spanning cybersecurity and AI development.

On Thursday, Microsoft revealed a A$25 billion ($18 billion) investment aimed at bolstering Australia’s digital infrastructure, marking a strategic alliance with the federal government focused on cybersecurity, workforce training, and artificial intelligence advancement.

Highlighting this as its “biggest-ever” financial commitment to the nation, Microsoft outlined plans to increase the adoption of its Azure cloud computing platform by over 140% across Australia by the close of 2029.

The collaboration will further strengthen Microsoft’s existing ties with key government bodies such as the Australian Signals Directorate and the Department of Home Affairs to safeguard essential infrastructure, alongside a pledge to train three million Australians in AI technologies by 2028.

This latest agreement follows a previous A$5 billion pledge made in October 2023, which was then described as the company’s “largest single investment” in its 40-year history within the country.

“Everyone in Australia should benefit from AI. Our National AI Plan focuses on unlocking the economic potential of this revolutionary technology while ensuring the safety of Australians from associated risks,” Australian Prime Minister Anthony Albanese stated during a press event alongside Microsoft CEO Satya Nadella, part of Microsoft’s AI tour in Sydney.

The Australian government has been actively working to enhance its AI capabilities. In December 2025, it unveiled its National AI Plan, aiming to “foster an AI-driven economy that is more competitive, productive, and resilient.”

Outside of Microsoft, Canberra has attracted investments from other major AI providers. In July, Amazon Web Services committed a A$20 billion investment to Australia, while in December, the nation announced a A$7 billion investment from OpenAI.

Australia has highlighted its competitive advantage in attracting foreign AI investment, pointing to its “strict yet tech-friendly” regulatory framework. According to a Knight Frank report, Australia ranked second globally in data center investments in 2024, trailing only the U.S.

Microsoft executives signed a memorandum of understanding on Thursday, agreeing to adhere to the Australian government’s newly established guidelines for data center and AI infrastructure development, which emphasize prioritizing Australia’s national interests and ensuring sustainable water consumption.

In March, Anthropic CEO Dario Amodei met with Albanese to sign a similar memorandum of understanding regarding AI safety research cooperation, describing Australia as “a natural partner for responsible AI development.”

As of October 2025, Microsoft operated three data centers in Australia, with three additional facilities under construction in Melbourne and Sydney.

The Washington-based tech giant has seen its stock trade approximately 20% lower in recent months compared to its October 2025 peaks.

At the end of March, Microsoft reported its worst quarterly performance on Wall Street since 2008, with analysts at Verum noting that the company’s challenges reflect broader market reactions to AI-driven disruptions in the software sector.

Continue Reading

Trending

Copyright © Verum World Media