tm:rw Turns Its Times Square Flagship Into Ten Live Studios, Shoppable on TikTok Shop

Ten branded studios and twelve partner brands turn tm:rw's Times Square flagship into one continuous shoppable livestream, with a permanent live studio staying open for creators

NEW YORK, Oct. 6, 2026 /PRNewswire/ -- tm:rw, the global destination for innovation, today launched tm:rw Studios, the world's first in-store social commerce event, broadcast live on TikTok Shop from tm:rw's 22,000 sq ft Times Square flagship.

Ten studios have been built inside the store, each dedicated to a different partner brand. From 6:30 PM ET, hosts and creators move from studio to studio in one unbroken live broadcast, demonstrating each innovation in a real physical space rather than in front of a ring light. Viewers watching on TikTok Shop can buy what they see in the moment, without leaving the stream. Products appear on screen as they're demonstrated, with studio-exclusive drops, giveaways and deals available only while the stream is live.

Live shopping has so far mostly meant a creator in a bedroom or a studio set, holding up a product nobody can touch. That's a particular problem for innovation, where the whole point is the moment you experience it for yourself. tm:rw Studios turns an entire working flagship store into the set, so what viewers see on their phone is the same experience customers are having on the shop floor in Times Square.

Twelve brands make up the launch lineup: TDM, Whoop, HoverAir, Cozyla, Robosen, Amazon, Anker, Memomind, XGIMI, AEKE, Target Darts and SIQ. Each has featured innovations placed inside a studio, demonstrated live on camera for the first time. Creators and co-hosts appear throughout the evening, including Nick Kosir, Maria Pratt and Pablo Velasco.

One studio stays permanently. Beyond the launch, an always-on live studio remains inside the flagship, free for creators and the public to stream from, making live commerce a fixture of the store rather than a one-night event.

The timing reflects TikTok Shop's momentum. U.S. gross merchandise value nearly doubled to an estimated $11.8 billion in the first half of 2026, putting the platform on track to cross $100 billion globally by year's end, with the U.S. now its largest market.

"At tm:rw, we pride ourselves on being first," said Nathalie Bernce, Co-Founder and CEO of tm:rw. "tm:rw Studios is exactly that. Commerce and content are now the same thing, and the proof is that a store can be a broadcast. We built ten studios and a permanent live space because retail's future is live, and we intend to be the ones building it."

To watch the tm:rw Studios livestream, follow @seeyou.tmrw on TikTok.

For more information, visit seeyoutmrw.com and follow @see.you.tmrw on Instagram.

About tm:rw

tm:rw is the world's first immersive innovation retail destination, housing 120+ brands, over 50 exclusive to tm:rw, across flagship locations in Times Square NYC, Selfridges London, KaDeWe Berlin and Rinascente Rome. In April 2026, Shaquille O'Neal joined tm:rw as investor, partner and global ambassador. tm:rw has been featured in Bloomberg, Entrepreneur, WWD, Time Out New York and the Mirror.

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