Refinery29 x Simon Malls
Experience The Shopping Block at South Shore Plaza, the first-ever collaboration between Refinery29 and Simon on Saturday, September 27 from 12:00 – 5:00p.m.Inspired by the millennial approach to shopping, the fashion and retail powerhouses have joined forces bringing Refinery29 into the physical world of retail to create custom fashion activations available at South Shore Plaza. The event is completely free and open to the public, The Shopping Block will offer consumer touch-points around fashion, discovery, and community. The event design, inspired by modernist artists such as Donald Judd and Dan Flavin, as well as the art and architecture of Marfa, Texas, will provide a variety of features that appeal to all of you.
- Indie Boutiques National Brands: Refinery29 and Simon will invite indie boutiques with local reach and relevance to participate in The Shopping Block. This will create an interplay between the native, in-market shopping experiences and the very best national retail brands, all within the mall landscape.
- Stylist Concierge: The Shopping Block attendees will receive curated style guides that highlight fall’s biggest trends, and where to shop them at Simon retailers.
- Guest Hosts: At each event, city insiders—chosen from local tastemakers in style, fashion and lifestyle industries—will act as hosts.
- Sweepstakes: Shoppers can enter to win a Simon shopping spree in the form of Simon Gift cards valued at $1,500. A “virtual closet” made up of the hottest items from Simon retailers and curated by Refinery29 editors will be on display during The Shopping Block event to serve as inspiration for what the winner could buy.
- Beauty Bars: Makeup artists will be on-hand at pop-up beauty bars to give shoppers mini makeovers, and share the latest beauty tips from the experts at Refinery29.
- DIY Station: The Shopping Block guests will have an opportunity to personalize tote bags, taking inspiration from two fall 2014 runway trends – Sporty and Embellished. Each trend will have its own mood board of inspiration pictures posted with a brief description and example of that tote. Guests will be given materials to create their own version of the tote. Brand Ambassadors will be on hand to help guests and explain the activation.
“Refinery29 has always been rooted in shopping and discovery, and is a champion of independent thinking and true personal style,” said Piera Gelardi, Creative 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 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 stylesetter.simon.comand at simon.com/shoppingblock.
Additionally, you are ALL encouraged to share your Shopping Block experiences and discoveries using the hashtags #TheShoppingBlock and #FoundAtSimon. Anyone who posts their style on Instagram or Twitter using #FoundAtSimon #Contest will be entered to win a $500 gift card from Simon... Why not try?! This is the best prize if you're looking to buy new pieces for fall. Refinery29 editors will select the best Shopping Block inspired entry in October. It's worth a shot!
I encourage everyone near the South Shore Plaza to go to this great event. There are a lot of chances for jaw-dropping prizes and lots of fun. Especially if you're young, you'll love what Refinery29 is doing with this. Go with friends, put your best fall style on display and cross your fingers that you win something fabulous. If I weren't all the way up in Syracuse, NY, I would be there in a heartbeat! Have a blast. For the sake of fall fashion. xx, ZM
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