XGIMI x tm:rw: Where the Game Came to Life

We believe the future of retail belongs to experiences...

that people can feel, participate in, and remember.

That belief came to life through our recent partnership with XGIMI and EA SPORTS FC 26, which transformed our Times Square flagship into a fully immersive, soccer-inspired technology experience built to bring fans directly into the action.

This partnership represented exactly what tm:rw was built for: bringing together technology, entertainment, gaming, culture, and community inside a real-world environment people could physically step into. Across all three floors, XGIMI technology, EA SPORTS FC 26 gameplay, cinematic projection, interactive competition, and audience participation came together to create something that felt more like a live entertainment launch than a traditional retail activation.

Visitors moved through cinematic projection experiences powered by XGIMI, played EA SPORTS FC 26 across multiple zones, competed in interactive gameplay, explored immersive sound, and gathered to celebrate the intersection of sports, entertainment, and innovation. The entire store became the campaign environment - a connected brand world, not a traditional event footprint.

That distinction matters to us. We're not interested in simply placing products on display. We work with partners to build experiences that create emotion, participation, and discovery. The goal isn't just visibility - it's cultural relevance. XGIMI understood that vision from the start, aligning around something experiential rather than transactional: designed to generate excitement organically, drive content creation naturally, and let audiences engage with the technology in a way that felt memorable and social.

That approach reflects a larger shift. Consumers today don't just want to shop - they want experiences worth leaving home for, environments that feel immersive, shareable, and emotionally engaging. The brands that define the next decade are the ones that create those moments authentically.

This is where tm:rw operates. Our flagship was designed as a platform where brands can show up in culture differently - through live experiences, creator engagement, immersive storytelling, and community-driven moments that can't be replicated online. The result with XGIMI was more than a product launch. It was a shared experience where fans could play, compete, explore, create content, and discover technology through a world built around the energy of the game.

This is the future we see for tm:rw: a space where innovation becomes experiential, retail becomes entertainment, and brands connect with audiences through moments people genuinely want to be part of. We're proud of what we built with XGIMI - and excited for what comes next.