# tm:rw

> tm:rw is a 20,000-square-foot experiential tech store in Times Square that treats retail as a media channel: brands from Anker to PlayStation pay to have their products demoed, raced, worn and played with rather than locked behind glass. Founded by the team behind Smartech Retail Group - which runs tech concessions inside Selfridges, KaDeWe and Rinascente - it opened in July 2025, pulled in Shaquille O'Neal as an equity partner, and signed Amazon and TikTok for its first holiday season.

- **Founded:** 2025
- **Headquarters:** New York, United States
- **Founders:** Nathalie Bernce (Co-Founder & CEO), Jacov Nachtailer (Co-Founder & COO)
- **Team size:** ~30 (28 at launch, expanding toward 35)
- **Products:** tm:rw Times Square flagship, The Corner Shop, Concept zones, tm:rworld, Retail-as-media platform
- **Notable:** Opened a 20,000-square-foot flagship in the historic Candler Building - former site of one of NYC's largest McDonald's - in July 2025, Signed Shaquille O'Neal as an equity partner and global ambassador within months of opening, Secured Amazon and TikTok as holiday partners in its first season

## Products & services

- **tm:rw Times Square flagship** — A three-level, 20,000-square-foot experiential store in the historic Candler Building at 220 W 42nd St, showcasing 120+ innovation brands across rotating concept zones.
- **The Corner Shop** — A rotating brand-takeover space that features a different partner every few weeks (Amazon's Gift Lab, WHOOP, Anker).
- **Concept zones** — Themed areas including Smartech (premium tech), The Track (motorsports/F1 simulators), Playhouse (gaming), The Sanctuary (audio, with Amazon), 7EVN (wellness) and the tm:rw Café.
- **tm:rworld** — A three-day consumer festival of talks, demos and gifting experiences held in Times Square, presented by Amazon (Nov 14-16, 2025).
- **Retail-as-media platform** — A launchpad service where brands pay to demo and stage products; tm:rw sources inventory through a mix of wholesale purchase and consignment.
- **seeyoutmrw.com** — Shopify-powered e-commerce store selling featured tech, home, wellness and mobility products.

## Achievements

- Opened a 20,000-square-foot flagship in the historic Candler Building - former site of one of NYC's largest McDonald's - in July 2025
- Signed Shaquille O'Neal as an equity partner and global ambassador within months of opening
- Secured Amazon and TikTok as holiday partners in its first season
- Assembled 120+ brand partners from startups to global conglomerates at launch
- Grew out of Smartech Retail Group's near-decade of concessions inside Selfridges, KaDeWe and Rinascente

## Latest updates

- **2025-07** — tm:rw opens its Times Square flagship in the Candler Building.
- **2025-11** — Launches tm:rworld, a three-day innovation festival presented by Amazon (Nov 14-16).
- **2025-12** — Announces holiday partnerships with Amazon (Gift Lab) and TikTok (Holiday House livestream hosted by IShowSpeed).
- **2026-07** — tm:rw celebrates its first anniversary as a Times Square destination.

## Links

- Website: https://seeyoutmrw.com
- LinkedIn: https://www.linkedin.com/company/seeyoutmrw
- Twitter/X: https://twitter.com/seeyou_tmrw
- YouTube: https://www.youtube.com/@see-you-tmrw
- Instagram: https://www.instagram.com/see.you.tmrw/
- Facebook: https://www.facebook.com/profile.php?id=61577193200152
- TikTok: https://www.tiktok.com/@seeyou.tmrw

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Profile page: https://yespress.io/tm-rw
Published by YesPress — https://yespress.io
Last updated: 2026-08-20