Tm:rw transforms NYC flagship into brand studios shoppable on TikTok Shop
Experiential retailer Tm:rw has transformed its Times Square flagship into what is describes as “one continuous shoppable livestream.”
Nine studios have been built inside the three-level, 20,000-sq.-ft. space, each dedicated to a different partner brand. Hosts and creators move from studio to studio in one unbroken live broadcast, demonstrating each innovation in a real physical space rather than in front of a ring light.
Viewers watching on TikTok Shop can buy what they see in the moment, without leaving the stream. Products appear on screen as they're demonstrated, with studio-exclusive drops, giveaways and deals available only while the stream is live.
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Eleven brands are in the launch lineup: TDM, Whoop, HoverAir, Cozyla, Robosen, Amazon, Anker, Memomind, AEKE, Target Darts and SIQ. Each has featured innovations placed inside a studio, demonstrated live on camera for the first time. Creators and co-hosts appear throughout the evening.
One studio will stay in place permanently. Beyond the launch, the “always-on” live studio remains inside the flagship, free for creators and the public to stream from, making live commerce a fixture of the store rather than a one-night event.
Opened in July 2025, Tm:rw (the spelling resembles how the word tomorrow appears on a digital clock) was designed to serve as a launchpad for more than 120 brands — from small start-ups to the world's biggest consumer conglomerates. It was founded by Nathalie Bernce and Jacov Nachtailer, co-founders of Smartech Retail Group. In April 2026, Shaquille O'Neal joined the company as investor, partner and global ambassador.
"At Tm:rw, we pride ourselves on being first," said Bernce, who serves as CEO. "Tm:rw Studios is exactly that. Commerce and content are now the same thing, and the proof is that a store can be a broadcast. We built nine studios and a permanent live space because retail's future is live, and we intend to be the ones building it."
