The tm:rw Store Reimagines the Future of Retail
With a focus on immersive technology, the Times Square-based space encourages creativity, hands-on curiosity and cultural conversations
Imagine trying on the latest pair of VR glasses, getting a massage by a robot or driving an F1-inspired racing simulator, all in the same day. tm:rw, a unique store in the heart of Times Square in New York, combines access to cutting-edge products with a shopping experience like no other, creating a well-designed destination for curious visitors.
Opened in July 2025, tm:rw aims to inspire creativity while highlighting innovative products for the home and beyond—think secure smart phones, LED anti-aging masks, 360-degree portable speakers or a zero-gravity indoor herb planter. The three-story, 20,000-square-foot space might initially feel a bit unexpected on West 42nd St., nestled among theaters, tourist sites and subway stations on the first three floors of the historic Candler Building. The location is quite intentional, however. Times Square boasts one of the world’s busiest foot traffic areas, making it an accessible, high-visibility testing ground for the diverse range of people who visit everyday. Whether or not you consider yourself a “tech person,” once you step inside and see HYPERVSN‘s 17-foot-tall 3D retail hologram, unique immersive experiences and products you never knew existed, it’s likely you won’t be leaving any time soon.
Co-founders Nathalie Bernce and Jacov Nachtailer of Smartech Retail Group launched tm:rw as a playground for imagination, creativity and adventure. “When tech products sit locked behind glass, disconnected from human experience, retail fails both the creator and the consumer,” Bernce, CEO and co-founder, says. “With tm:rw, we built a space where innovation can enhance the human experience without interruption.”
The sleek space, thoughtfully designed by Crosby Studios‘ Harry Nuriev, has a built-in flow that encourages guests to explore with intention, not rush on to the next thing. Colorful products are highlighted on silver displays, while exposed brick, open stairwells and iron railings nod to the surrounding urban environment. Smaller side rooms, like the futuristic red gaming Playhouse or the warm wood music studio, are clearly designed with context in mind, adding to the overall immersive feel.
All are welcome, whether you’re booking an experience like the VR bird flight simulator or just want a closer look at future-forward products like an interactive bathroom mirror or a customizable temporary tattoo printer. “When you give people something to touch, feel, experience and remember, they show up. They bring friends. They come back,” Bernce says. Through its ever-changing, hands-on activations, tm:rw features both emerging brands and household names. Consider it an invitation to stop by for a visit, experience things in real life and see tech up close, rather than make yet another online purchase (although you can certainly do that, too).
Six months after its launch, tm:rw continues to evolve. The team wants visitors to come back, explore and discover new offerings; just don’t expect it to be the same every time. “Our Corner Shop changes every four to six weeks, experiences update seasonally and the space is built to transform,” Bernce says. “For us, experiential retail isn’t a fixed model. It’s a mindset that requires agility, curation and an ongoing dialogue between creators, the space and the people moving through it.”
“Newness will be constant,” Bernce says, adding that there’s new innovation products and concepts launching every month. “The rhythm of ongoing change is central to how tm:rw functions as a destination rather than a static retail environment.” From tm:rworld, a large-scale, three-day event presented by Amazon, to partnerships with TikTok creators and New York Fashion Week, it’s clear that tm:rw has so much more to offer than a typical store. Through performances, product demonstrations and more, these collaborations “showed how physical retail, digital commerce and cultural conversation can come together in meaningful ways,” she says.
As for what’s next, thoughtful expansion is on the horizon—just don’t expect a carbon copy of the New York flagship space. “Each store needs to feel intentional, rooted in its context and aligned with the experience-first approach that defines tm:rw,” Bernce says. There’s also a focus on collaborating with more creators and founders to keep the cultural conversation going. “We built tm:rw to make innovation accessible, immersive, aspirational and human. Six months in, we’re just getting started.”
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