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Tomorrow peddles tons of tech-forward products and experiences over its three-floor store.

What Is Tomorrow?

In short, tm:rw is a brand-new take on retail, where technology and innovation meet consumers in a hands-on environment. You'll walk into the futuristic storefront and be greeted with rows upon rows of products that you can play with and try out before you make a purchase.

The product offerings are widely varied; think everything from hands-free nursing pumps to smart sunglasses, tech-forward toasters, robot pets, and a smart Rubik's Cube that teaches users how to solve the analogue version in minutes.

Brought to life by the Smartech Retail Group, Tomorrow is the evolution of the group's foray into the European markets, where it has established itself as one of the largest concessionaires in Selfridges. The New York store is its first standalone retail spot.

RELATED: Step Into the Land of tm:rw

Hit the road in a racing simulator and feel the vibrations thanks to high-tech simulators. 

Ways to Play at tm:rw

While Tomorrow is a dedicated retail space, you'll be hard-pressed to come in and make a purchase without exploring a little more! Spread out over three floors in the historic Candler Building—once home to the Coca-Cola company—Tomorrow is full of eye-candy and experiences to draw you in and keep you entertained, whether you're looking to purchase a product or simply play.

Where else will you be able to pose for a selfie with a Formula 1 show car modeled after Ayrton Senna's ride? Or, be mesmerized by the world's largest 3D hologram? How about staring at—and through—a transparent, 4K Smart TV? You can do all of that at Tomorrow.

It's also home to top-of-the-line racing simulators (believe me, when you crash on screen, you'll feel the rumble in your seat!), VR games, and Sony PlayStations that beg to be played with. You can also grab a mic and chat with an AI-enabled virtual concierge or head into another part of the store to belt out some karaoke in a living room that looks like it was lifted straight from the '70s. Take note, though: Some of these experiences will come with a price tag.

Should you work up an appetite, visit the tm:wr Cafe, where you can eat a freshly swirled gelato from a Solato machine—think Nespresso meets soft-serve—or order a kid-pleasing cotton candy from a Sweetrobo.

With rotating products—including in its showcase, bodega-inspired Corner Shop—it seems like there will always be something new to see or experience at tm:rw.

All photos by author.