tm:rw Transforms Times Square Flagship into Nine Live Studios
tm:rw has opened nine live studios within its Times Square flagship store, integrated with TikTok Shop. This initiative allows consumers to view and purchase products in real-time during live broadcasts.
tm:rw has launched "tm:rw Studios," a new concept that converts its 22,000-square-foot Times Square flagship store into nine distinct live studios. These studios are integrated with TikTok Shop, enabling real-time purchasing of showcased products.
The initiative features eleven partner brands, including TDM, Whoop, and Amazon, presenting their innovations within a physical retail environment. Viewers can watch live streams on TikTok Shop and buy items as they are demonstrated, with exclusive drops and deals available during the broadcast.
One studio is designated as a permanent space for creators and the public to use for live streaming, establishing live commerce as an ongoing feature of the store. tm:rw views this as a move towards the future of retail, where commerce and content merge.
"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," said Nathalie Bernce, Co-Founder and CEO of tm:rw. The company believes this approach is central to the future of retail.