Embarking on a new journey to intertwine 160 years of retail heritage with the growing immersive web, Macy’s introduces mstylelab—an immersive platform built to reward loyal Macy’s customers.

While spotlighting their fresh new collection On 34th, Mstylelab invites the public into a virtual version of New York with a surreal twist.

Featuring in-experience shopping through iframe integration, personalized digital fabrics and customizable avatars powered by ReadyPlayerMe, Macy’s new experience showcases the future of fashion.

Working together with Journee, Macy’s aim was to set foot on new digital ground, finding a novel way to reach a new audience while rewarding their loyal customers. The goal? To drive engagement and interest in America’s most loved department store, all through an immersive & entertaining style experience that is as much future forward as it is reflective of their rich history.

Now, Macy’s finds a new home for this history–the immersive web–encouraging brand loyalty and rewarding their customer base through a new platform and its future activations.

Mstylelab is far more than a digital storefront—it's a pioneering world of fashion, technology, and interaction. Utilizing Journee’s metaverse infrastructure, the platform captivates users with a tailored digital world, charting a new path towards immersive, personalized shopping experiences.

Through mstylelab, users can step into a virtual world, get up close and personal with Macy’s new in-house On 34th collection, and explore an iconic, surrealist take on a virtual slice of New York. Created with their own unique digital identity, Macy’s account owners could pick up a unique, personalized t-shirt design

Overall, mstylelab isn't just redefining Macy’s digital strategy; it's setting a new industry standard for what’s possible in the intersection of fashion and technology. With its trailblazing features and seamless user experience, Mstylelab showcases the potential for brands to use immersive experiences as new avenues for marketing, engagement, and customer loyalty.

Distinctly future-proofed, Mstylelab is also planned to be used for future activations, with the next iteration featuring Macy’s Thanksgiving Day Parade® metaverse experience.