Tm:rw may be the store’s name, but its impact on the future of retail is very much happening today.
In the heart of Times Square — where blinking billboards compete for attention and Broadway lights never dim — a different kind of spectacle has opened its doors. It’s not a theater. It’s not another flagship fashion house. It’s tm:rw — a bold, immersive tech and innovation destination that’s reimagining what it means to shop, discover, and experience the future.
“We walked into Selfridges and saw that retail wasn’t really delivering tech the way it should,” recalls Michael Mullaji, Global Store Director and tm:rw’s very first employee. “Tech products were locked in boxes behind glass, and sales associates didn’t really know how to bring them to life.”
That disconnect sparked an idea. Why not create a space where discovery replaces display cases, where products are experienced rather than explained, and where customers walk out not just with a new gadget, but with memories?
Founded nine years ago at Selfridges London, Smartech expanded into Europe with locations in Germany and Italy. tm:rw marks the brand’s return to the U.S. after Smartech’s short-lived presence in Hudson Yards — and this time, it’s not just a store within a department store. It’s a standalone flagship, spanning an estimated 20,000 square feet and housing some of the world’s most intriguing innovations.
Despite the sleek design and futuristic feel, tm:rw doesn’t call itself a tech store. “tm:rw is not about selling gadgets,” explains Jordan Traxler, Global Head of Marketing. “It’s about advertising innovation. It’s about creating access — for both customers and creators — to the most exciting ideas in the world.”
tm:rw’s founders saw the tech retail experience as broken, static, impersonal, and often intimidating. “You walk into a store, and there’s a $1,200 phone locked behind glass,” Traxler says. “It’s the same price as a Tom Ford blazer, but only one comes with an experience. We asked: why can’t tech be like luxury fashion — immersive, aspirational, and human?”
In tm:rw, products aren’t hidden in boxes. They’re out in the open, being demoed, tasted, touched, worn, and played with. From racing simulators to cotton candy machines and tattoo printers, the store turns shopping into something closer to a theme park than a traditional retail outlet.
What sets tm:rw apart most may not be what it sells, but who it sells. The store acts as an incubator and launchpad for emerging brands, many of which are fresh from shows like CES or IFA and not yet available anywhere else in the U.S.
“Rory and his team scout the world for innovation,” says Mullaji. “We have products here that people have only seen on tech blogs or at trade shows. Some haven’t launched in retail anywhere yet.”
But this isn’t just about giving shelf space to startups. tm:rw works intimately with each of its “brand partners” — never vendors — to help shape how they show up in the market. “When a company like Anker or P&G comes to us, we ask them: what’s your dream go-to-market strategy? Then we build it together,” explains Traxler.
For instance, Anker will be using tm:rw’s Corner Shop this fall for some exciting launches, complete with custom-built marketing activations designed to mirror the brand’s own voice and ambitions.
Beyond product launches, tm:rw offers brands something even more valuable than retail sales: data.
“We can track how long customers engage with a product, who’s interacting with it, their demographic profile, and more,” says Mullaji. “That insight helps brands refine their messaging and design before launching at scale.”
Every aspect of the store — from its layout to the lighting to the VR rigs — is designed to encourage real consumer interaction. Brands can receive data daily, weekly, or monthly, depending on their needs.
This level of feedback has made tm:rw an attractive partner not just for startups, but for industry giants—some of whom are now in discussions to collaborate on future product launches, according to Mullaji.
The experiential angle isn’t just marketing fluff — it’s embedded in the DNA of tm:rw. “There’s no better seller than experience,” says Mullaji. “We’ve had customers walk in wearing a three-piece suit, and leave sweaty, holding cotton candy and grinning from the simulator.”
Some of his favorite in-store experiences? “The gelato machine. You pick a flavor, and in thirty seconds, it makes fresh gelato with 40% less sugar. It’s perfect in this heat,” he says. “And the Capsix massage table — I’ve had professional massages that weren’t as good.”
Experiences rotate regularly, keeping the store dynamic. VR games get updated. Hardware demos change with seasonal themes. “People walk in and say, ‘This wasn’t here last time,’ and that’s by design,” Traxler adds. “We want it to feel like every visit is new.”
Launching in Times Square — a tourist mecca — might seem counterintuitive to locals. But Traxler, a New Yorker himself, sees it differently. “Times Square gets over 400,000 visitors a day. Why not make it the epicenter of innovation?” he asks.
Still, winning over locals is a key goal. “We’re giving New Yorkers a reason to come back to Times Square,” says Mullaji. “And they’re responding. We’ve had people walk in and say, ‘I haven’t stepped foot in this area in 10 years — but this is different.’”
Jordan is betting on more than foot traffic. With his background in luxury marketing at Louboutin, he’s spearheading brand activations, press and influencer events, and exclusive product previews to lure in the design-forward and innovation-curious.
At its core, tm:rw isn’t just a place to buy things. It’s a platform for creators, brands, and consumers to meet, interact, and explore what’s next.
The store currently employs 28 people in New York, with plans to expand to 35. “It’s a labor-intensive model,” admits Mullaji. “But we want everyone who walks in to be greeted, guided, and given a full tour. That’s part of the magic.”
tm:rw’s staff aren’t just salespeople — they’re partners. “They understand the products, the stories behind them, and how they fit into a customer’s lifestyle,” Mullaji adds. “That’s something you can’t replicate online.”
While e-commerce is in its early stages for the brand, tm:rw is developing a more robust digital platform to stay connected with travelers and locals alike after their visit.
“But online will never replace the in-store experience,” Traxler notes. “This is about real, human connection with innovation.”
With momentum building and buzz spreading, what’s next?
Expansion is inevitable, but strategic. “We’re still a startup,” says Traxler. “We’re agile. We’ll grow smartly, based on what the data tells us and where the excitement is.”
That could include more U.S. locations in innovation-forward cities, new experiential zones, creator-focused spaces, and deeper collaborations with CE manufacturers seeking relevance in a crowded marketplace.
For those manufacturers or emerging startups interested in becoming brand partners, tm:rw invites them to reach out. “Don’t just throw your product on a shelf,” says Traxler. “Let’s talk about how to bring it to life.”
Tm:rw may be the store’s name, but its impact on the future of retail is very much happening today.
To learn more or explore partnership opportunities, contact sales@seeyoutmrw.com.
SOURCE: Tony Monteleone/TWICE