First Look: Innovative, experiential Tm:rw store opens in Times Square
A sleek, futuristic store featuring state-of-the-art, technologically-driven items across categories has opened its doors in the heart of Manhattan’s Times Square.
Called Tm:rw (the spelling resembles how the word tomorrow appears on a digital clock), the three-level, 20,000-sq.-ft. space is located in the Candler Building (220 West 42nd St.). The site formerly housed one of the largest McDonald’s locations.
The store is intended to serve as a launchpad for more than 120 brands — from small start-ups to the world's biggest consumer conglomerates. It features hundreds of products displayed in rotating concept areas across a wide array of categories that span gaming, health and wellness, food, beauty, entertainment and sport — each showcasing next-generation technology. The items run the gamut from electric razors that map facial contours for improved shaves to a robotic massager.
Tm:rw also has a “corner shop,” which will highlight items from a different brand every few weeks, and a café featuring innovation in food preparation. It currently boasts a robotic vending machine from Sweet Robo that makes cotton candy and soft-serve ice cream.
“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?”
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Image credit: Ismail Merad. -
Image credit: Ismail Merad. -
Image credit: Ismail Merad. -
Image credit: Ismail Merad. -
Image credit: Ismail Merad. -
Image credit: Ismail Merad. -
Image credit: Ismail Merad.
Additional store highlights include:
- An immersive motor sports installation featuring state-of-the-art Phoenix racing simulators by Base Performance Simulators, a real Formula 1 show car, and curated racing and sports memorabilia;
- The Sanctuary, a “sonic oasis" featuring best-in-class home audio technologies from Amazon Alexa;
- The Studio, an interactive karaoke experience by Vizio MicMe, set in a plush, throwback living room setting; and
- The Barber Shop, featuring interactive mirrors and premium grooming from P&G’s suite of brands, including Gillette, Braun and Art of Shaving.
Tm:rw was founded by Nathalie Bernce and Jacov Nachtailer, co-founders of Smartech Retail Group. It’s the brand’s first freestanding store. (There are Smartech in-store shops in Selfridges in London, KaDeWe in Berlin and Rinascente in Rome.)
“This [Tm:rw] is a dedicated space where advancements from creators and brand leaders are brought to life through visual and physical immersion," said Bernce, CEO and co-founder. Tm:rw was designed to evoke curiosity and adventure. 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.”
Designed in collaboration with architect Harry Nuriev, founder and creative director of Crosby Studios, the space blends sleek geometry with atmospheric lighting and tactile detail, creating an environment that evolves with each visit. The immersive setting is designed to invite exploration at every turn.
