How XGIMI and tm:rw Turned a Product Launch Into a Cultural Experience

At tm:rw, we believe the future of retail belongs to experiences people can feel, participate in, and remember.

That belief came to life in a major way 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 designed to bring fans directly into the action.

What made this partnership so exciting was that it represented exactly what tm:rw was built for: bringing together technology, entertainment, gaming, culture, and community inside a real-world environment that people could physically step into and explore.

Our flagship became a fully realized brand world — one that used the entire store as the campaign environment. Across three floors, XGIMI technology, EA SPORTS FC 26 gameplay, cinematic projection, interactive competition, sound, and audience participation came together to create an experience that felt more like a live entertainment launch than a traditional retail activation.

Visitors moved through cinematic projection experiences powered by XGIMI technology, played EA SPORTS FC 26 across multiple zones throughout the store, competed in interactive gameplay activations, explored immersive sound experiences, and gathered together to celebrate the intersection of sports, entertainment, and innovation.

The activation extended across all three floors of the tm:rw flagship, turning the entire environment into a connected brand world rather than a traditional event footprint.

That distinction matters deeply to us.

At tm:rw, we are not interested in simply placing products on display. We work with partners to build experiences that create emotion, participation, conversation, and discovery. The goal is not just visibility. The goal is cultural relevance.

XGIMI immediately understood that vision.

From the beginning, there was strong alignment around creating something experiential rather than transactional — something designed to generate excitement organically, drive content creation naturally, and allow audiences to engage with the technology in a way that felt memorable and social.

That approach reflects a larger shift happening across retail and brand marketing.

Consumers today do not simply want to shop. They want experiences worth leaving home for. They want environments that feel immersive, shareable, and emotionally engaging. The brands that will define the next decade are the ones that understand how to create those moments authentically.

This is where tm:rw operates.

Our Times Square flagship was intentionally designed as a platform where brands can show up in culture differently — through live experiences, creator engagement, immersive storytelling, technology demonstrations, entertainment programming, and community-driven moments that cannot be replicated online.

The XGIMI partnership demonstrated what becomes possible when innovative brands fully embrace that opportunity.

The result was more than a product launch. It was a shared experience — one 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.
Where retail becomes entertainment.
And where brands connect with audiences through moments people genuinely want to be part of.

We are incredibly proud of what we built together with XGIMI and excited for what comes next.