Macy's has unveiled mstylelab, a groundbreaking engagement platform that seamlessly merges the physical and digital realms. Accessible on any device and through any browser at Macys.com/mstylelab, the public is cordially invited to join this vibrant community, establish their unique usernames, and obtain personalized digital items. The inaugural activation offers an immersive fashion experience, brought to life through the innovative metaverse technology platform Journee.
Dave Torres, Vice President of Interactive Marketing at Macy's said, "We are thrilled to introduce mstylelab, the next step in our web3 digital strategy, creating a central hub for style inspiration and discovery, where the worlds of fashion and technology converge. As we continue to grow and expand the mstylelab digital platform and community, we will bring forth new activations and experiences, immersing our audience in engaging narratives centered around fashion and style, all within an enjoyable and shoppable environment."
Mstylelab, harnessed through emerging technologies, launches with an immersive journey centered on Macy's latest brand, On 34th, meticulously recreated within the vibrant landscape of New York. The inaugural activation, in collaboration with Journee, a specialist in hosting, managing, and producing immersive digital spaces, including virtual stores and interactive retail experiences, promises to captivate new audiences with its immersive content.
Erika Lang, Head of the Americas at Journee noted, "We are excited to partner with a globally renowned brand like Macy's to showcase the future of fashion retail. This metaverse activation is a unique endeavor that will introduce a broader audience to the immersive experience. Consumers are seeking multiple touchpoints across various platforms to seamlessly integrate immersive virtual experiences into their customer journey. This innovative technology is set to propel the fashion industry, among others, into its next phase. Meeting consumers where they are and offering fresh avenues for shopping and interaction is paramount for building deeper relationships with brands."
Enthusiasts can embark on this novel fashion journey by logging in with their macys.com profile or creating one if needed. They can select a distinct mstylelab username and personalize a digital fabric that becomes their community identity and the gateway to the next era of fashion. Upon entering the virtual realm, they can explore the immersive environment, discover curated digital renditions of select apparel from the On 34th collection, and unlock a unique digital T-shirt tailored to match their mstylelab digital fabric as they progress through star checkpoints. All On 34th apparel featured in the experience is readily shoppable, harmonizing virtual style with real-world expression.
Mstylelab is poised for evolution, with plans to introduce new immersive experiences and partnerships. Later in the fall, as the holiday season approaches, the current activation will transition to showcase the next rendition of the Macy's Thanksgiving Day Parade metaverse experience.