Refinery29 Teams with Simon Malls for the Shopping Block

Refinery29 covers fashion, street style and more.

Refinery29 covers fashion, street style and more.

Refinery29, one of the very first kids on the fashion blogging block, is celebrating 10 years of giving readers the inside scoop on fashion, beauty, lifestyle and more. Fans of the site can track its evolution from it’s humble beginnings to the site it is today, which spans everything from the usual fashion and shopping scoops in addition to sex advice, wellness columns, tech and more. The site is lending its online expertise to Simon Malls, the country’s largest shopping developer, and together, the two will debut the Shopping Block, a one-day pop up that’s coming to six Simon malls across the country.

“Increasingly, we need to engage with shoppers and consumers around the country and the world as an aspirational lifestyle retail-oriented brand,” Simon’s global creative director Chidi Achara told WWD. “Obviously, we are in property management but the crux of our re-branding is transitioning Simon away from engaging as a property company and more engaging as a retail fashion-oriented brand.” 

The Shopping Block will arrive in California at Brea Mall, located in Orange County, on October 18. Estimated to span about 1,600 square feet, the pop-up will be located in a common area at the mall. The Shopping Block, which will be a collection of actual modular blocks, will feature DIY stations, stylist concierges, offer mini-makeovers and more. The actual shopping blocks (each mall will be getting a different layout, but will share a common look) will feature products from both local and emerging designers as well as smaller independent boutiques in addition to national brands (it’ll be about a 50-50 split) that have been curated by Simon and Refinery29. 

It’s an opportunity for brands normally not presented in a mall context to live alongside brands more familiar with the mall environment,” added Achara.

The Shopping Block isn’t the first time that Refinery29 has dabbled in retail. The site has hosted holiday pop-up shops in Manhattan before, in Port Authority and SoHo. The Shopping Block’s look will be influenced by the architecture of Marfa, Texas, as well as modern artists Donald Judd and Dan Flavin. In addition to Brea, which is the tour’s last stop, the Shopping Block will make appearances Woodbury Common Premium Outlets in Central Valley, New York; King of Prussia Mall in Prussia, Pennsylvania; Miami’s Dadeland mall and more.

For more information, visit www.simon.com.

Images courtesy Refinery29

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Author:Christopher Luu for Fashion Trends Daily

Christopher Luu is a Fashion Trends Daily Senior Writer and Menswear Editor.