tm:rw Store Rethinking the Future of Retail

With a focus on immersive technology, the Times Square-based space encourages creativity, hands-on curiosity and cultural dialogue.

Imagine trying out the latest VR goggles, getting a robotic massage 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 the best products with a shopping experience like no other, creating a well-designed space for curious visitors.

Opening in July 2025, tm:rw aims to inspire creativity while highlighting innovative products for the home and beyond—think secure smartphones, anti-aging LED masks, 360-degree portable speakers or a zero-gravity greenhouse. The three-story, 20,000-square-foot space may at first feel unexpected on West 42nd St., located between theaters, tourist attractions and subway stations on the first three floors of the Candler Building. However, the location is intentional. Times Square boasts one of the busiest pedestrian areas in the world, making it an accessible, highly visible place to explore for the diverse population that visits every day. Whether you consider yourself a “techie” or not, once you walk in and see HYPERVSN’s 17-foot tall 3D sales hologram, unique immersive experiences and products you never knew existed, you probably won’t be leaving anytime soon.

Co-founders Nathalie Bernce and Jacov Nachtailer of Smartech Retail Group launched tm:rw as a playground for imagination, creativity and adventure. “When technology products remain closed behind glass, disconnected from the human experience, sales fail both the creator and the consumer,” said Bernce, CEO and co-founder. “With tm:rw, we’ve created an environment where innovation can improve the human experience without disruption.”

The sleek space, thoughtfully designed by Harry Nuriev of Crosby Studios, has a built-in flow that encourages visitors to explore with purpose, not rushing for the next thing. Colorful products are highlighted in silver displays, while exposed brickwork, open staircases and steel railings nod to the surrounding urban landscape. Small side rooms, like the futuristic red game Playhouse or the warm wooden music studio, are clearly designed with the context in mind, adding to the feeling of total immersion.

All are welcome, whether you’re booking an experience like a VR bird flight simulator or just want to take a closer look at futuristic products like an interactive bathroom mirror or a customized temporary tattoo printer. “When you give people something they can touch, feel, remember and remember, they show up. They bring friends. They come back,” Bernce said. With its ever-changing, hands-on approach, tm:rw includes both emerging brands and household names. Look at it as an invitation to stop by for a tour, experience things in real life and see the technology up close, rather than making another online purchase (although you can do that, too).

Six months after its launch, tm:rw continues to evolve. The team wants visitors to come back, explore and discover new offers; just don’t expect it to be the same every time. “Our Corner Store changes every four to six weeks, the experience is updated periodically and the space is designed to change,” said Bernce. “For us, selling experiences is not a fixed model. It is a concept that requires intelligence, care and continuous dialogue between the creators, the place and the people who visit it.”

“Innovation will always be there,” said Bernce, adding that there are new products and concepts introduced every month. “The rhythm of continuous change is fundamental to how tm:rw functions as a destination rather than a static retail space.” From tm:rworld, a massive, three-day event presented by Amazon, to partnerships with TikTok creators and New York Fashion Week, it’s clear that tm:rw has a lot more to offer than the average store. Through performances, product demonstrations and more, this collaboration “showed how physical retail, digital commerce and cultural dialogue can come together in meaningful ways,” he said.

As for what’s next, a projected expansion is on the horizon—just don’t expect a carbon copy of the iconic New York space. “Each store needs to feel purposeful, grounded in its context and consistent with the visionary approach that defines tm:rw,” said Bernce. There is also a focus on collaborating with many creators and innovators 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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