“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.”

Brought to life through emerging technologies, mstylelab launches with an immersive exploration focused on Macy’s newest brand On 34th, in a larger-than-life surrealist recreation of New York. This first activation with Journee, who specialise 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, the company said in a press release.

“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. “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. Reaching consumers where they are and providing new ways for them to shop and interact with one another is vital in order to deepen their relationships with brands.”

Fibre2Fashion News Desk (RR)