Macy's Debuts mystylelab Digital Shopping Platform

Macy’s has launched an engagement platform, mystylelab, which is touted by the department store as a platform that merges physical and digital realms to create new experiences for shoppers. 

Brought to life through emerging technologies, mstylelab debuts with an immersive exploration focused on Macy’s newest private label brand On 34th, in a surrealist recreation of New York. This first activation with Journee, who specialize in hosting, managing, and producing immersive digital spaces such as virtual stores and interactive retail experiences, will draw new audiences to this type of immersive content.

RELATED: Macy's Says Sales of On 34th Are Strong

“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.”

According to Macy’s, mstylelab aims to redefine fashion as a canvas for innovation, blending technology and immersive environments to empower discovery, self-expression, and connectivity. 

Accessible on any device, using any browser, at macys.com/mstylelab, the public is able to create usernames, collect a personalized digital item, and engage with the first activation, an immersive fashion experience built on the metaverse technology platform Journee, where style transcends reality.

Officials with Macy’s noted that mstylelab will evolve over time to incorporate new immersive experiences and partnerships. Later this fall, as the holiday season kicks into full gear, the current activation will shift to showcase the next iteration of the Macy’s Thanksgiving Day Parade metaverse experience bringing fans closer to the high-flying spectacle.