Macy’s, the popular retail brand, has recently launched mstylelab, an innovative platform that harnesses the power of Metaverse technologies. This platform aims to provide consumers with new and exciting ways to interact with their products, offering cutting-edge experiences that merge the physical and digital realms.
Accessible through any device and browser, mstylelab invites the public to join the community and create personalized digital identities. Users can explore the platform by visiting the website macys.com/mstylelab, where they can collect a personalized digital item and engage with the first activation, an immersive fashion experience built on the metaverse technology platform Journee. This experience takes users on a journey where style transcends reality.
Dave Torres, the vice president of Interactive Marketing at Macy’s, expressed excitement about launching mstylelab as the next evolution of Macy’s web3 digital strategy. He emphasized the platform’s role as a hub for style inspiration and discovery at the intersection of fashion and technology. Torres also mentioned that as the mstylelab digital platform and community grow and evolve, new activations and experiences will be introduced to create immersive storytelling focused on fashion and style within a fun and shoppable environment.
mstylelab comes to life through emerging technologies, starting with an immersive exploration centered around Macy’s newest brand, On 34th. This first activation is a larger-than-life surrealist recreation of New York, created in collaboration with Journee. Journee specializes in hosting, managing, and producing immersive digital spaces such as virtual stores and interactive retail experiences. The partnership between Macy’s and Journee aims to bring this type of immersive experience to a broader audience, showcasing the future of fashion retail.
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Erika Lang, Head of Americas at Journee, expressed excitement about partnering with Macy’s and highlighted how this metaverse activation will expand the reach of immersive experiences like never before. She emphasized that consumers are seeking multiple touchpoints on various platforms to seamlessly integrate immersive virtual experiences into their customer journey. This innovative technology will not only transform the fashion industry but many others as well, propelling them into the next phase of customer engagement.
On 34th is a brand that redefines the new classic wardrobe, inspiring the modern woman to escape the ordinary and run her world. The collection serves as a wardrobe BFF, ensuring that women stay relevant, confident, and cool.
To embark on this fresh style journey, fans can log in with their macys.com profile or create one on the mstylelab platform. Once logged in, they can choose an mstylelab username, design and personalize a digital fabric, which serves as their community identity and entry into the next era of fashion. As users explore the virtual world, they can engage with curated digital versions of select must-have apparel from the On 34th collection. As they navigate through star checkpoints along the way, they can unlock a unique digital t-shirt personalized to match their mstylelab digital fabric. All featured apparel from On 34th in the experience is shoppable, thereby merging virtual style with real-world expression.
mstylelab plans to evolve over time by incorporating new immersive experiences and partnerships that will continue to ignite inspiration and discovery. Later in the fall, as the holiday season approaches, the current activation will shift to showcase the next iteration of the Macy’s Thanksgiving Day Parade metaverse experience, bringing fans closer to the high-flying spectacle.
The digital fashion journey is now materializing with mstylelab, and members of Macy’s Discord community will be the first to know about new experiences as they launch. This community provides an opportunity for fashion enthusiasts to connect and stay updated. To sign up for the digital fashion community or obtain more information, interested individuals can visit macys.com/mstylelab.
Macy’s, serving as the style source for generations of customers, aims to provide the most convenient and seamless shopping experience. With their large e-commerce platform powered by macys.com and mobile app, coupled with their nationwide network of stores, Macy’s offers great value in apparel, home goods, beauty products, accessories, and more. Macy’s also provides customers with additional ways to shop and own their style through their off-price assortment at Macy’s Backstage and their highly curated Macy’s small-format stores. Additionally, Macy’s hosts iconic events like Macy’s 4th of July Fireworks and the Macy’s Thanksgiving Day Parade, offering unforgettable experiences to millions of people. Macy’s is guided by its purpose to create a brighter future with bold representation, empowering colleagues, customers, and communities with a stronger voice, greater choice, and increased ownership.
