Evolving a Dated Retail Concept into an Inspiring Centerpiece for Community and the Modern Lifestyle
As the global leader in retail real estate, Simon has revolutionized the shopping experience with a new approach to customer engagement. Having rebranded to establish itself as an innovator that speaks not through it’s list of storefronts but directly to the people, Simon has created an invaluable relationship with the modern consumer that genuinely addresses their ever-changing tastes and expectations.
Evolving the traditional shopping mall that continues as a fundamental hub of community, Simon has developed an extensive program of innovative experiences across the spectrum of lifestyle interests.
“One of the great pleasures of our community role is the challenge of developing a lifestyle destination that remains a valuable and relevant contributor to the communities that are a part of,” informs Chidi Achara, SVP and Global Creative Director at Simon. “As a result Simon is now more than just a host for retail opportunities, offering it’s visitors a rich program of experiences in partnership with the country’s top media platforms.”
Finding immense success after its inaugural season that garnered more than 250 million media impressions, The Shopping Block has now grown into the Style Festival, continuing in collaboration with the renowned online fashion curator Refinery29. As an experiential fashion marketplace inspired by the millennial approach to shopping, this event series will transform malls across the country in summer festival experiences that include fashion stages, beauty bars and live music performances.
In partnership with style-maven magazines Glamour and GQ, Lookbook Live takes place at various Simon malls across the country at which visitors can enjoy one-on-one styling sessions, beauty tutorials and exclusive giveaways. The result of Lookbook Live is a seasonal trend book and how-to guide printed in both publications. To wrap the year in conjunction with the fashion and lifestyle bible Vogue, a one-of-a-kind Holiday gift guide is developed every year for their December issue that highlights the most inspiring and creative items available at Simon retailers.
Taking the curated lifestyle home, Simon is aligning with today’s most innovative interior designers to inspire intelligent transformations of living spaces, from small apartments and offices to homes and outdoor areas – all guided by on-site installations and online insight and before-and-after editorial. To compliment this aesthetic refinement is a unique culinary program through which notable food bloggers and celebrity chefs develop recipes in the kitchens of Simon-based restaurants, also supported by exciting instructional content. This enriched lifestyle concept has now grown to include the community in the most intimate of ways, with integrated destination hotels and luxury residential apartments.
Local retail centers have been the center of commerce and community activity for more than half a century, however today’s consumer – particularly our youth – find a disconnect between the lives they live online and the opportunities presented to them in their local environments. Uniting these experiences creates real meaning and actualizes the lifestyle one aspires to, which can now be found at Simon.