Friday was the grand re-opening of Nintendo’s flagship (and only) permanent retail store: Nintendo NY. Fanfare was in abundance, with a media-only ribbon cutting ceremony in the morning and a line that wrapped around more than three city blocks filled with fans waiting to enter the store when it publicly launched at noon. If you’re at all familiar with what the store was like when it was known as the Nintendo World Store, you might wonder what’s even all that different. The answer is, honestly, not that much. Nintendo NY is a refreshing update more than anything else, but it’s an update that is informed by what the company has learned about their fanbase over the past decade of store operation.

In the old iteration, the ground floor was buoyed by a large 3DS installation that offered seating and ample demos. That was nice and welcoming during store hours, but if Nintendo wanted to transform that space for any kind of event, those demo kiosks couldn’t move as they were bolted to the floor. According to store manager P.J. Sadler, the ability to clear floorspace easily was integral as Nintendo NY aims to be an event space and tourist destination just as much as a retail store. We’ll see how sweet the fruits of Nintendo’s labor are very soon, as February 27 is Pokémon Day and in March, the store will host the Pokken Tournament Early Access Competition Finals.

Aside from the movable installations, Nintendo NY is similar to Nintendo World Store, but the layout seems more deliberate and smart. The bottom floor is almost all merchandise, with only a few demo kiosks on the perimeter. It also contains one of the more ingenious additions. Next to a large Donkey Kong statue is a seemingly innocuous DK barrel. This barrel features two large power strips for 3DS charging.

The second floor is packed with more merch, including separate corners dedicated to Zelda and Pokémon (and a minimum of at least three Metroid items for sale; that’s called progress). That’s also where the games are mostly held, including the litany of Amiibo and New 3DS faceplates.

Upstairs also has the piece de resistance: the gigantic 15-foot 4K television. During the grand opening event, it was playing Twilight Princess HD and if everyone could see Twilight Princess HD on a humongous 4K TV, I think everyone would buy it at launch. The TV is magnificent and demands your attention. It also opens up wonderful possibilities for future events, whether it’s big-screen Smash or Mario Kart multiplayer gaming or the store’s regular E3 and Nintendo Direct viewing parties. Around the large screen are several more demo stations that surround the store’s museum-like pieces. It resembles what was there previously, and currently features original art and design documents from Super Mario Bros. as well as a display with almost every Nintendo console and handheld. And yes, the infamous Gulf War Game Boy is still there running Tetris like it has been doing since time immemorial.

Despite the large event for its relaunch, the rebranding of Nintendo NY is subtle. It’s a smart update that aims to make better use of the space. The effect of this might not be felt overnight, but for Nintendo fans in the New York area, be prepared for better events at the store going forward. This might not be the start of a nationwide set of stores (we asked; no plans for now), but it should be the start of something that could turn into an American Nintendo fan’s mecca.