Macy’s goes for the fashion metaverse with Mstylelab
venturebeat.comMacy’s is blending the physical and digital realms with a fashion platform called Mstylelab.
The big New York-based retailer introduced Mstylelab as an innovative engagement platform that merges the physical and digital worlds to create cutting-edge fashion experiences. It’s dipping its toe in the metaverse.
With the aim of redefining fashion as a canvas for innovation, Mstylelab combines technology and immersive environments to empower discovery, self-expression, and connectivity. Accessible on any device through the website, the platform invites the public to join the community, create personalized digital items, and engage with its inaugural activation, an immersive fashion experience built on the metaverse technology platform Journee.
“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 at Macy’s, in a statement. “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.”
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The inaugural activation on Mstylelab is a surrealistic re-creation of New York inspired by Macy’s newest brand, On 34th. Developed in collaboration with Journee, a company specializing in hosting immersive digital spaces, the experience aims to attract new audiences to this type of interactive
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