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Key Takeaways Nathalie Bernce and Jacov Nachtailer built tm:rw as an innovation retail destination, a category that previously didn’t exist.
Shaquille O’Neal’s partnership isn’t a typical celebrity endorsement. He’s an active investor and equity partner.
tm:rw is a bet that there’s an audience for a place where innovation is something you need to experience to believe.
The Times Square flagship store location of tm:rw feels different than the traditional retail experience. Instead of glass cases and “do not touch” signs, there are F1 simulators you can drive, robots you can interact with, and a hologram spanning two floors with a rotating display that periodically features a giant (even more so) version of Shaquille O’Neal.
The 120-plus brands featured there were chosen for their experiential nature. That’s what co-founders Nathalie Bernce, CEO, and Jacov Nachtailer, COO, envisioned when they founded tm:rw and that’s the reason Shaq joined as an investor, partner, and global ambassador.
“When I saw what tm:rw was building, I knew I wanted in,” he said. “This isn’t just about tech, tm:rw is building something completely different. It is not just a store, it is an experience.”
Building something new
Nathalie Bernce didn’t try to improve retail. She wanted to build something new. “tm:rw was built to bring life and excitement to what the world is creating,” she said.
Visitors are encouraged to explore, test, and engage with new technologies. It’s a space where you walk in, pick things up, and try them on. AR glasses with real-time, two-way translation in 127 languages. Red light masks that promise to help you age gracefully. A simulator that replicates the experience of flying. Not flight, flying.
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