Macy’s enters the metaverse

Iconic department store Macy’s has launched mstylelab, a new engagement platform that journeys into the future of fashion merging the physical and digital realms to create cutting-edge experiences

Accessible on any device, using any browser, at macys.com/mstylelab, the public is invited to join the community, create their usernames, collect a personalised digital item, and engage with the first activation, an immersive fashion experience built on the metaverse technology platform Journee.

“We are excited to launch mstylelab, the next evolution of our web3 digital strategy, creating a hub for style inspiration and discovery at the intersection of fashion and technology,” said Dave Torres, vice president of Interactive Marketing, Macy’s. “As we grow and evolve the mstylelab digital platform and community, new activations and experiences will be brought to life creating immersive storytelling focused on fashion and style, in a fun and shoppable environment.”

Brought to life through emerging technologies, mstylelab launches with an immersive exploration focused on Macy’s newest brand On 34th, in a larger-than-life surrealist recreation of New York.