Creative Direction / Shopping & Retail / Metaverse / Web3 / Gaming / World & Avatar Creation

Working together with Journee, Tiago Valente in his role as Global Creative Director, Macy’s aim was to set foot on new digital ground, finding a novel way to reach a new audience while rewarding their loyal customers. The goal? To drive engagement and interest in America’s most loved department store, all through an immersive & entertaining style experience that is as much future forward as it is reflective of their rich history.

We created a new home for this history, encouraging brand loyalty and rewarding Macy's customer base through a new platform and its future activations.

Mstylelab, is a new place to connect, shop and explore fashion’s future in an immersive space. The platform has already shown great potential to disrupt traditional retail experiences and redefine how consumers interact with fashion brands.

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The creation of Macy's first ever immersive experience in the Metaverse, achievied the largest media launch in the business’ history with the Macy’s Metaverse, reaching 775M people around the world ahead of their Thanksgiving Parade. 

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This experience is a winner of a Webby Award in the category of AI, Metaverse & Virtual ~ Retail & Shopping.