# Macy's a New Shopping Experience By [web3rocks](https://paragraph.com/@web3rocks) ยท 2023-10-20 --- Macy's has introduced Mstylelab, a novel digital platform using fashion-centric metaverse technology from Journee. This platform, centered on Macy's latest brand On 34, offers immersive experiences and is accessible via any device and web browser. It combines physical and digital realms for users to explore immersive experiences related to fashion, self-expression, and connectivity. Mstylelab allows the public to join, create usernames, collect personalized digital items, and engage with its first activation. Dave Torres, Macy's VP of Interactive Marketing, expressed excitement, calling it the next evolution of their web3 digital strategy, merging fashion and technology for style inspiration. This isn't Macy's first venture into the metaverse; they've previously used it for events like Thanksgiving celebrations. However, Mstylelab focuses on their On 34 brand within a surreal recreation of New York, in partnership with Journee. Erika Lang, Head of Americas at Journee, believes this collaboration will expand the future of fashion retail, enhancing customer interaction and brand relationships. The incorporation of fashion into the metaverse, coupled with gamification, promises a whole new shopping experience. Consumers are increasingly seeking immersive virtual experiences to complement their customer journey. This innovative technology has the potential to propel the fashion industry, among others, into its next phase, providing new ways for customers to shop and interact with brands, ultimately deepening their relationships with them. Fans can access this experience through their [Macy.com](http://Macy.com) profiles or by creating new ones, allowing them to choose an Mstylelab username. Macy's is taking a step into the immersive world of fashion with Mstylelab and the metaverse, ushering in a new era of shopping experiences. --- *Originally published on [web3rocks](https://paragraph.com/@web3rocks/macy-s-a-new-shopping-experience)*