Nintendo and Illumination bring Princess Peach’s stained-glass mural to Manhattan

With The Super Mario Galaxy Movie arriving on April 1, Nintendo and Illumination have taken the promotional campaign to the streets, or more precisely, to the walls of one of Manhattan’s most prominent retail destinations. 

A large stained-glass mural has gone up at The Shops at Columbus Circle, and it is not a generic movie poster dressed up in glass. The artwork is a direct recreation of Princess Peach’s stained-glass display from Super Mario 64, a detail that will land immediately with anyone who grew up with the game. It is the kind of creative choice that rewards the audience it is made for, while remaining visually striking enough to stop everyone else in their tracks too. 

The installation runs through March 15, between 11 am and 7 pm daily. Visitors can also have their photograph taken seated on Princess Peach’s throne, a participatory element that turns a passive viewing experience into something people are likely to share. Given that Columbus Circle is a high-footfall landmark location in New York City, the reach of the mural extends well beyond those who actively seek it out. 

The short run, a single weekend at the tail end, is typical of premium mall activations, where wall space at landmark locations comes at a significant premium and slots are rarely available for long. What the campaign trades in duration, it makes up for in specificity and craft. The stained-glass format is a deliberate nod to source material rather than a generic movie tie-in, and that distinction matters in a genre where promotional OOH can often feel interchangeable. 

For the OOH industry, it is a useful reminder of what a well-chosen location and a strong creative idea can do together. The mural does not need to shout. The IP does the work, the craft earns the attention, and the throne gives people a reason to stop, sit, and post.