“Store of Tomorrow” to Debut in NY

A retail space that its creators say is for those who think differently and are eager to experience new technologies is slated to open July 29 in New York’s Times Square. Dubbed tm:rw, the store is spread out over three levels and 20,000 square feet at the base of the Candler Building on E. 42nd St.

The new store is the brainchild of Smartech Retail Group (London) co-founders Nathalie Bernce and Jacov Nachtailer, who have worked over the past decade creating spaces for such high-profile retailers as Selfridges in London, KaDeWe in Berlin and Rinascente in Rome. The New York flagship represents their first standalone concept.

“tm:rw was designed to evoke curiosity and adventure,” said Bernce. “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, project participants say. The space’s architecture invites exploration at every turn, fusing form and function to transform how consumers engage with the future of retail, the creators add.

Housed within the space cutting-edge brands, experiences and rotating concept areas that span gaming, health and wellness, food, beauty, entertainment and sport — each showcasing next-generation technology and thought-provoking storytelling.

Some highlights include:

• The world’s largest 3D retail hologram by HYPERVSN, viewable on the mezzanine level and accompanied by an AI-powered digital avatar and immersive window displays;
• Smartech, featuring a transparent OLED TV from LG—one of only two on display in North America;
• The Track, an immersive motor sports installation featuring state-of-the-art Phoenix racing simulators by Base Performance Simulators, a Formula 1 show car, and curated racing and sports memorabilia;
• The tm:rw Café, featuring innovation in food from Solato and Sweetrobo;
• The Corner Shop, an ever-changing shop for curated immersive installations, first debuting with next-gen gear from WHOOP, the human performance company;
• The Barber Shop, featuring interactive mirrors and premium grooming from P&G’s suite of brands, including Gillette, Braun and Art of Shaving;
• The Playhouse, a tech playground of e-sports, VR, and video games, including PlayStation consoles from Sony Interactive Entertainment
• The Sanctuary, a sonic oasis featuring best-in-class home audio technologies

tm:rw says an underlying goal of the store is to serve as a launchpad for 120-plus brands and counting—from tiny start-ups to the world’s biggest consumer conglomerates. With a constantly evolving lineup of activations and strategic brand collaborations, the space is designed to give emerging ideas real-world visibility.