Tm:rw Converted Times Square Store to Studios
The 20,000-square-foot flagship space now features nine dedicated studios for live retail broadcasts.
Updated on Oct. 13, 2026 in Retail
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Tm:rw has transformed its flagship retail location in Times Square into a network of nine brand-specific livestreaming studios. Viewers watching the continuous broadcasts on TikTok Shop can now purchase featured items directly during product demonstrations.
Why it matters
This conversion integrates physical retail space with digital commerce, allowing brands to reach online audiences through real-time demonstrations. By turning a store into a production hub, the company bridges the gap between traditional storefronts and interactive social shopping.
The retail operation spans three levels across 20,000 square feet, now housing nine distinct studios. The initial lineup features 11 brands, including TDM, Whoop, HoverAir, Cozyla, Robosen, Amazon, Anker, Memomind, AEKE, Target Darts, and SIQ.
The players
Tm:rw
Tm:rw is a retail company that has repurposed its flagship location to serve as a hub for interactive digital commerce.
TikTok Shop
TikTok Shop is a social commerce platform that enables creators and brands to sell products directly through livestreamed video content.
The details
Hosts and creators circulate through the nine studios to provide a continuous live broadcast experience for viewers. As products are demonstrated, they appear on the digital storefront for immediate purchase via TikTok Shop.
Timeline
October 12, 2026: The studio conversion was officially announced.
Market Landscape
This move capitalizes on the broader industry shift toward integrated social commerce by turning expensive real estate into high-frequency media production centers. It positions Tm:rw to compete with pure-play e-commerce sellers by leveraging the interactivity of the TikTok Shop ecosystem.
Shoppers in New York City can visit the Times Square flagship store to view the production process firsthand or browse the live demonstrations online. Customers accessing the stream via TikTok Shop can purchase items instantly, potentially changing how they interact with promoted brands.
The takeaway
Livestreaming allows retailers to turn static floor space into interactive showrooms that can reach a global audience. Consumers should look for real-time engagement opportunities when shopping on social platforms to see product demonstrations before making a purchase.
Further reading
For more on the changing landscape of local commerce, visit the Retail section.
Source note: This article includes information reported by Chain Store Age.
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Would you purchase products directly through a live social media shopping stream?
