tm:rw Opens in Times Square, Reimagining the Future of Tech Retail
In the heart of New York City’s Times Square, tm:rw is introducing a radical rethinking of what a tech store can be. Opening on Tuesday, July 29, inside the historic Candler Building, this bold, 20,000-square-foot retail destination is designed for inventors, founders, and future-shapers—and for curious consumers who want to experience “what’s next” in an immersive environment.Founded by retail innovators Nathalie Bernce and Jacov Nacktailer, tm:rw is more than just a store. It’s a multi-sensory experience created in collaboration with architect and artist Harry Nuriev, where innovation meets design and product discovery feels like an adventure.
Where Design Meets Discovery
Spanning three floors, tm:rw is divided into unique zones, each curated around different aspects of tech-enhanced living. From gaming to grooming, visitors are invited to test products in fully interactive environments.Notable installations include the world’s largest 3D retail hologram by HYPERVSN and one of only three Transparent 4K Smart TVs in existence—the LG OLED T.
Inside the Experience: Zones of Innovation
The Playhouse: A gamified wonderland where guests test e-sports, VR, and console games in real time. The Studio: A cozy karaoke lounge experience powered by Vizio’s MicMe, blending entertainment and tech. The Barber Shop: A grooming space featuring smart mirrors and high-end tech beauty tools. The Sanctuary: A curated space for premium audio experiences, showcasing cutting-edge speaker systems and music tech.Building on a Decade of Retail Transformation
tm:rw is the product of nearly ten years of global retail innovation, with the founding team having worked on boundary-pushing store concepts for Selfridges (London), KaDeWe (Berlin), and Rinascente (Rome). Now, their vision finds a permanent home in New York.“tm:rw was designed to evoke curiosity and adventure,” said CEO Nathalie Bernce. “This is a space where innovation enhances—not replaces—the human experience. We’ve built a home for those who think differently.”
Creating Connections Through Innovation
Unlike traditional retail, tm:rw focuses on making tech personal and meaningful. According to Jordan Traxler, Global Head of Marketing, “We’re not about spectacle for spectacle’s sake. Every display is meant to answer a deeper question: How does this product enrich my life?”The space is envisioned as a platform for both iconic brands and emerging creators to showcase innovation and connect directly with consumers in a way that feels tactile, human, and forward-thinking.
A New Landmark in Experiential Retail
Officially opening its doors on July 29, tm:rw marks a new era for experiential retail in Times Square, one of the world’s most iconic commercial hubs. By combining immersive design, smart product integration, and a strong community-driven narrative, tm:rw positions itself at the crossroads of tech, culture, and creativity.Whether you're a trendwatcher, investor, or casual shopper, tm:rw promises an experience unlike any other.
