Simon Property teams up with online Refinery29 to target Millennials with pop-ups

Indianapolis - Simon Property Group is teaming up with style website Refinery29 to create “The Shopping Block” experience at six Simon shopping centers in September and October. Targeted at Millennials, the collaboration will consist of one-day pop-ups and related events.

"Refinery29 has always been rooted in shopping and discovery, and is a champion of independent thinking and true personal style," said Piera Gelardi, dreative director, Refinery29. "Refinery29's audience of Millennial women turns to us as a trusted digital source of inspiration and they visit Simon shopping centers for a tangible, tactile experience. The Shopping Block is a perfect marriage of both worlds."

The Shopping Blocks will offer products from local designers and indie boutiques, as well as national brands. The format will also include beauty-bars, with make-up artists offering shoppers mini-makeovers and sharing beauty tips from the experts at Refinery29. 

In addition, “stylist concierges” will discuss fall trends. Block attendees will receive curated style guides that highlight fall's biggest trends, and where to shop them at Simon retailers. And attendees will have the opportunity to personalize tote bats at a DIY station. They can also participate in sweepstakes.

Each event will feature city insiders, chosen from local tastemakers in style, fashion and lifestyle industries, who will act as hosts. Shoppers can participate in a digital sweepstakes at the events for a chance to win retail prizes, valued at a minimum of $1,000, from Simon premier retailers.

"We are always looking for ways to build connections with consumers that provide exciting experiences of shopping and discovery," said Mikael Thygesen, chief marketing officer of Simon. "We know that fashion drives many of our shopper interactions. Simon and Refinery29's collaboration elevates our incredible fashion assets and enables new levels of engagement by creating experiences that reflect the way Millennials shop and explore fashion across multiple channels."

The Shopping Block experience will be enhanced by editorial posts on Refinery29, including a "Found at the Mall" photo series showcasing the street style sensibility of shoppers who visit The Shopping Block. The events will be supported through co-branded banners on Refinery29 and promotions on Refinery29 and Simon social channels, Simon's style blog at and at


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