The Shopping Block Is Coming to Brea Mall
This Saturday, October 18, from noon to 5 p.m., an event merging the digital and physical experiences of fashion is coming to Orange County, CA's Brea Mall, one of our Simon clients, and I’m excited to experience such an innovative event firsthand.
It’s called The Shopping Block, and it’s a totally new retail experience in partnership with the amazing Refinery29 that is targeted toward millennials, who often merge online and in-person experiences together.
The pop-up mini-marketplace offers a way to build a connection with local shoppers and influencers that reflect the way they shop and explore fashion across multiple channels.
What’s cool about The Shopping Block is the interplay between what’s trending locally, and national retail brands, set against the backdrop of the mall landscape.
At Brea Mall’s event, in celebration of “indie-lux” style, indie boutiques like Highlow Jewelry, Crap Eyewear, Cult Gaia, Mimot Studio, Cleobella, Joelle Hawkins, Mr. Kate and Jill Aiko Yee will all be on hand, with additional style representation from City Chic, Ann Taylor, GUESS, Marciano, Express, Vans and H & M.
In addition to browsing the latest trends for fall and seeking style advice from onsite stylist concierges, the event will offer opportunities to interact and socialize, including a DIY Station where shoppers can personalize a tote bag inspired by current runway trends, and a Beauty Bar where they can get the scoop on the latest beauty tips during mini-makeover sessions.
TV personality and blogger Grasie Mercedes and DJ Lola Langusta will also act as hosts to welcome shoppers and guide them through the experience.
Brea Mall was chosen of one of just six of Simon's premier shopping centers across the nation to showcase The Shopping Block, with Brea’s event marking the only experience slated for the West Coast.
The Shopping Block was also held at King of Prussia Mall in Pennsylvania, South Shore Plaza in Massachusetts, Dadeland Mall in Florida and Houston Premium Outlets in Texas. It will wrap up the six-city tour at Woodbury Common Premium Outlets in New York on October 25.
If you want to check out the event in real-time, make sure to follow the hashtags #TheShoppingBlock and #FoundAtSimon, as well as visit Brea Mall’s Facebook, Twitter or Instagram pages to view updates from the event.
Attendees who post their style on Instagram or Twitter using #FoundAtSimon #Contest will be entered to win a $500 gift card from Simon. Refinery29 editors will select the best Shopping Block inspired entry in October.
Don’t forget to stop by and say hi if you’re in Brea!