tm:rw Is Reimagining the Tech Retail Space in NYC

Summary

• tm:rw, an innovative tech retail space, is opening in NYC’s Times Square on Tuesday, July 29
• The space houses several interactive shopping concepts that immerse customers in the latest cutting-edge tech releases, from indie labels to the world’s largest conglomerates

In New York City’s Times Square, tm:rw, a 20,000-square-foot tech retail space for “founders, inventors, and visionaries who believe in shaping what’s next,” is set to open in the historic Candler Building on Tuesday, July 29, with a futuristic take on the shopping experience.

Founded by Nathalie Bernce and Jacov Nachtailer, the all-new, three-floor shopping concept invites customers to experience cutting-edge products from start-ups to the world’s largest consumer conglomerates in a highly immersive environment. Designed in collaboration with Harry Nuriev, the space allows visitors to test out the most up-to-date tech through an ever-evolving lineup of activations and collaborations across several unique spaces.

The shop, which features the world’s largest 3D retail hologram by HYPERVSN, as well as one of only three Transparent 4K Smart TVs in the world, the LG OLED T, is divided into several sections. “The Playhouse,” for instance, is a funhouse for e-sports, VR, and video game testing; “The Studio” offers a living-room karaoke experience by Vizio MicMe; “The Barber Shop” houses tech-forward mirrors and state-of-the-art grooming products, and “The Sanctuary” features a best-in-class home audio experience with various speaker systems and music-related devices.

“tm:rw was designed to evoke curiosity and adventure,” said Bernce, the company’s CEO. “This is a space where innovation enhances—not replaces—the human experience. We’ve built a home for those who think differently, and a destination that invites discovery.”

The founders explained that the store is the culmination of almost ten years of reshaping retail stores worldwide, including those for Selfridges in London, KaDeWe in Berlin, and Rinascente in Rome. Their goal with the shop is to create a stage where “concepts from emerging creators and
iconic brands alike can be explored, shared, and brought to life.”

“We aim to inspire,” said Jordan Traxler, Global Head of Marketing. “What sets tm:rw apart isn’t just our carefully curated product offering, it’s the elevated treatment of each customer and brand partner alike. tm:rw isn’t about spectacle for its own sake; it’s about making what’s next feel personal, meaningful, and memorable. How does this product enrich my life?”

tm:rw officially opens on Tuesday, July 29, in the Candler Building. Take a first look inside the store via the gallery above.