Macy’s unveils ‘mstylelab’, a new fashion platform that blurs lines between physical and digital worlds

US department store Macy’s has launched a new future-looking engagement platform, mstylelab, that blends the physical and digital worlds to create “cutting-edge experiences.”

Part of Macy’s web3 digital strategy, the online platform offers users a new digital space for style inspiration and fashion immersion experiences.

Accessible on any device at macys.com/mstylelab, the platform uses new technologies to create immersive environments where users can embark on a journey of discovery, self-expression and connectivity, according to Macy’s.

Macy’s to showcase the future of fashion retail through new platform

Dave Torres, vice president of interactive marketing at Macy’s said in a statement: “We are excited to launch mstylelab. 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.”

Open to the public, users are invited to join the community for free, collect a personalized digital item, and engage with the first activation, an immersive fashion experience built on the metaverse technology platform Journee. Focused on Macy’s newest brand, On 34th, the first experience centers on a surrealist recreation of New York.

“We are excited to partner with a world-renowned brand like Macy’s to showcase the future of fashion retail. This is a unique metaverse activation that will bring this type of immersive experience to a broader audience,” said Erika Lang, head of Americas at Journee in a statement.

“Consumers are seeking multiple touch points on multiple platforms to seamlessly integrate immersive virtual experiences into their customer journey. This innovative technology will propel the fashion industry – as well as many others – into its next phase.”

mstylelab will continually update and evolve with new immersive experiences and partnerships for enhanced inspiration. Later this fall, it will transition to feature the next version of the Macy’s Thanksgiving Day Parade metaverse, connecting users more intimately with the event.