World of wonder
In 1866, Macy’s first store manager Margaret Getchell said to her team, “Never forget to astonish the customer.” That statement and Macy’s legendary firsts in retail—the iconic parade, merchandise sorted by style and size, even the famous escalators at Herald Square—inspired us to launch a new era of branded digital experiences.
Blurring the line between entertainment and commerce, our award-winning mstylelab web3 marketplace welcomed new audiences to Macy’s. The interactive shopping experience supported the launch of a new brand while testing single sign-on and on-demand production, opening up new pathways to revenue.
To celebrate Macy’s 95th Parade, we created a special drop of 9,500 NFT versions of 10 iconic balloons. 100 percent of the proceeds went to Make-A-Wish foundation, and contracts were set up so that any future sale of the NFTs in the after-market would generate an additional 10 percent donation to Make-A-Wish.
We’re pretty sure Margaret would approve.
Contribution
Executive creative direction