Navigating a new digital space comes natural for Macy’s, a new immersive space to connect, shop and explore fashion’s future - Powered by Journee.

Macy’s Mstylelab

Embarking on a new journey to intertwine 160 years of retail heritage with the immersive web.

Macy's,
2023

Macy’s brings 160 years of fashion heritage into the future with Mstylelab.

Macy’s wants you to be your best digital self with mstylelab, a new place to connect, shop and explore fashion’s future in an immersive space.

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.

Brief

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.

Macy’s Mstylelab is taking fashion up a notch.

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.

Solution

An innovative platform; a hub world of endless exploration & potential showcasing Macy’s latest collection and delighting customers

Mstylelab is far more than a digital storefront—it's a pioneering world of fashion, technology, and interaction.

Utilizing Journee’s AI Cloud Technology, the immersive 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.

Success

Navigating a new digital space comes natural for Macy’s, powered by Journee.

Though still early days for Mstylelab, the platform has already shown great potential to disrupt traditional retail experiences and redefine how consumers interact with fashion brands.

With its unique features and the promise of future activations and experiences, mstylelab is not just an experiment but a successful pilot that marks Macy's confident first step into the next era of digital retail.

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What they say about us

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

Dave Torres

Vice President of Interactive Marketing
Today I was blown away (again) by a new Journee experience. This time for @Macy's. Can't say more than: please, have a go and discover what the future (present) for web and ecommerce is all about.

Anonymous

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This is by far the best retail Metaverse experience I’ve seen or been in to date. Extremely compelling. Super-fast to get into + browser-based. Really well done avatar system from Ready Player Me. I did this on my iPad in bed with no technical barriers or hurdles. Highly recommend checking this out. This is how you do it. Amazing work Macy's + Journee!

Anonymous

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Some one understood the assignment and took over the class

Anonymous

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This is definitely the best version of "metaverse retail" I've seen yet! Journee you have my attention. Well done!

Anonymous

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