Client: Macy’s mstylab · Agency: Journee · Role: Executive Creative Director · 2023
Macy's launch of mstylelab — a digital fashion platform merging physical retail with immersive virtual experience — was built on Journee's metaverse infrastructure. The first activation placed users inside a larger-than-life surrealist recreation of New York, built around the launch of Macy's own-brand On 34th collection.
Accessible on any browser, any device, with no download required. Users created personalised digital identities, unlocked exclusive digital items tied to their journey through the space, and could shop the full collection directly from within it. Designed to reach consumers who had never engaged with immersive content before — and to make that the point.
Embarking on a new journey to intertwine 160 years of retail heritage with the immersive web.
Macy's launch of mstylelab — a digital fashion platform merging physical retail with immersive virtual experience — was built on Journee's metaverse infrastructure. The first activation placed users inside a larger-than-life surrealist recreation of New York, built around the launch of Macy's own-brand On 34th collection.
Accessible on any browser, any device, with no download required. Users created personalised digital identities, unlocked exclusive digital items tied to their journey through the space, and could shop the full collection directly from within it. Designed to reach consumers who had never engaged with immersive content before — and to make that the point.
Embarking on a new journey to intertwine 160 years of retail heritage with the immersive web.
“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.”
