SurveysOct 08, 2024
What to Know About Online Shopping This Holiday SeasonMajorsOct 09, 2024
New Simon Campaign Invites Gen Z to ‘Meet Me At The Mall’
The ads celebrate the mall culture of the ‘80s and ‘90s.
A screenshot of the new influencer-filled ad from Simon’s new “Meet Me @themall” campaign, which encourages younger shoppers to visit brick-and-mortar stores by celebrating mall culture.
Indianapolis—Simon, the real estate company behind Simon Malls, has a new nostalgia-fueled campaign aimed at bringing younger shoppers back to the mall.
The “Meet Me @themall” campaign appeals to Gen Z’s interest in all things retro by highlighting trends from the ‘80s and ‘90s, the decades that were the height of mall culture.
“The mall is a touchstone of the American cultural experience – one with remarkable staying power,” said Lee Sterling, Simon's chief marketing officer.
“Celebrating the spirit of meetups in the food court, memories made with friends and coming-of-age moments, this new campaign is Simon's invitation for everyone to gather in a place that has always brought joy, community, and memorable experiences.”
The ads feature the song “Won't You (Meet Me at the Mall?),” a new take on Simple Minds’ song “Don’t You (Forget About Me),” which most notably was played during the final scene of the 1980s classic “The Breakfast Club.”
The ads are part of a wider campaign that will include social media content created in partnership with more than 250 creators and influencers.
The hero ad includes social media personalities Alejandro Rosario, The Pitman Sisters, Gym Tan, Mya Miller, Preshous Jordan, and Dan Pelosi.
The “Meet Me @themall” campaign appeals to Gen Z’s interest in all things retro by highlighting trends from the ‘80s and ‘90s, the decades that were the height of mall culture.
“The mall is a touchstone of the American cultural experience – one with remarkable staying power,” said Lee Sterling, Simon's chief marketing officer.
“Celebrating the spirit of meetups in the food court, memories made with friends and coming-of-age moments, this new campaign is Simon's invitation for everyone to gather in a place that has always brought joy, community, and memorable experiences.”
The ads feature the song “Won't You (Meet Me at the Mall?),” a new take on Simple Minds’ song “Don’t You (Forget About Me),” which most notably was played during the final scene of the 1980s classic “The Breakfast Club.”
The ads are part of a wider campaign that will include social media content created in partnership with more than 250 creators and influencers.
The hero ad includes social media personalities Alejandro Rosario, The Pitman Sisters, Gym Tan, Mya Miller, Preshous Jordan, and Dan Pelosi.
The spots were created in partnership with SuperBloom House and directed by Matty Peacock, a director who has collaborated with Billie Eilish, Cardi B, Selena Gomez, and Demi Lovato.
Simon has also created social channels on TikTok and Instagram specifically for the campaign, celebrating mall culture and inviting people to be a part of the experience.
Related stories will be right here …
Simon has also created social channels on TikTok and Instagram specifically for the campaign, celebrating mall culture and inviting people to be a part of the experience.
Though the generation is known for being digital natives, a 2023 survey by the International Council of Shopping Centers found that 97 percent of Gen Z respondents said they shop at brick-and-mortar stores.
“While Gen Zers may find their moms cringey, it turns out that they have developed a love for many of the same things their parents did: from fashion to movies to music and the mall,” said Sterling.
“At Simon, we are all about bringing multiple generations together to seek new connections, have fun and make shared memories along the way. While the mall experience has evolved over the years, it continues to capture the zeitgeist of each generation.”
The campaign is live now on streaming services Netflix, Peacock, Hulu, and Disney +, as well as on social media via Instagram, TikTok, and YouTube.
It will also be shared via Simon’s shopping centers nationwide.
More on Majors
The Latest
AuctionsOct 24, 2025
Bonhams Under New Ownership, Top Executives ReplacedLondon-based investment firm Pemberton Asset Management acquired the auction house for an undisclosed amount.
GradingOct 24, 2025
DMIA to Hold Diamond Testing Instrument DemoThe workshop will give attendees the chance to try out and ask questions about three different diamond verification instruments.
CrimeOct 24, 2025
Video Emerges of Louvre Jewelry Robbers Fleeing the Scene The footage shows two of the jewelry heist suspects descending from the second floor of the museum and then escaping via scooter.
Brought to you by
DESERT DIAMONDS: The Newest Trend in Natural Diamond JewelryFrom sunlit whites to smoky whiskeys, introduce your clients to extraordinary diamonds in colors as unique as their love.
CollectionsOct 24, 2025
Piece of the Week: Wyld Box Jewelry’s ‘Ray of Light’ EarringsFounder and designer Rosanna Fiedler looked to a vintage Cartier clutch when designing the sunlight-inspired drop earrings.
Weekly QuizOct 16, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
FinancialsOct 23, 2025
Jewelry Sales Resilient Despite Struggles at LVMH, KeringThe luxury conglomerates faced a challenging Q3 amid geopolitical and economic tensions.
SourcingOct 23, 2025
Petra Diamonds Turns to Shareholders to Raise Capital The struggling diamond mining company, which owns the historic Cullinan mine, has launched a rights issue to raise about $25 million.
Brought to you by
Are Earrings an Overlooked Category? What Retailers Need to Know NowAs the holiday season quickly approaches, consider stocking one category that sometimes gets overlooked: earrings.
WatchesOct 23, 2025
‘Million Dollar Hip Hop Watches’ Recounts Watch HistoryThe book details the journey of watches as symbols of hard-earned success in hip-hop for artists like 2Pac, Jay-Z, and more.
AuctionsOct 23, 2025
Freeman’s | Hindman Names New VP, Senior Specialist for Jewelry & WatchesAlexis Vourvoulis, who most recently worked at Tiffany & Co., brings more than two decades of jewelry experience to her new role.
TrendsOct 22, 2025
The Taylor Swift Effect: Antique Diamonds EditionThe superstar’s August engagement put the stamp of approval on an already hot engagement ring trend.
TrendsOct 22, 2025
Don’t Forget These Diamond Jewelry Trends When Stocking for the HolidaysRetailers should offer classic styles with a twist that are a perfect fit for layered looks, experts say.
AuctionsOct 22, 2025
Pink Diamond, Vanderbilt Jewels to Headline Phillips’ Geneva AuctionThe nearly 7-carat fancy vivid purplish pink diamond could sell for around $9 million.
SourcingOct 22, 2025
In ‘Storied Diamond,’ Jared Jewelers Is Emphasizing the Journey The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.
CollectionsOct 22, 2025
Tiffany & Co.’s ‘Bird on a Rock’ Finds New PerchChief Artistic Officer Nathalie Verdeille has reimagined the iconic design in both figurative and abstract creations.
Events & AwardsOct 22, 2025
JFC Kicks Off Halloween Costume ChallengeFive dollars buys one vote toward an industry professional you want to see dressed up as a hero, or a villain, this Halloween.
Events & AwardsOct 22, 2025
Hillsborough Antique Show Gets New OwnerRecently acquired by KIL Promotions, the November edition of the public show in San Mateo, California, will be held Nov. 7-9.
GradingOct 21, 2025
GIA Examines Rare Bicolor Pink DiamondThe stone’s two zones, one pink and one colorless, may have formed at two different times, the lab said.
Lab-GrownOct 21, 2025
Grown Brilliance Opens First FlagshipThe New York City store showcases a chandelier with 1,500 carats of lab-grown diamonds designed by an FIT student.
Events & AwardsOct 21, 2025
‘Douriean Fletcher: Jewelry of the Afrofuture’ Opens at MADThe Museum of Arts and Design's new exhibition features 75 pieces by the designer, best known for her work in the “Black Panther” films.
AuctionsOct 20, 2025
Sotheby's To Auction 10-Carat Vivid Pink DiamondMaking its auction debut, "The Glowing Rose" is expected to fetch $20 million at the November jewelry sale in Geneva.
SourcingOct 20, 2025
2 Mozambique Police Officers Killed at Gemfields’ Ruby MineThey were attacked on Oct. 15, as approximately 40 miners without licenses marched on the mine’s gate.
CrimeOct 20, 2025
See the ‘Priceless’ Jewels Stolen During Daytime Heist at the Louvre It took the masked thieves less than 10 minutes to steal eight irreplaceable jewels from two display cases in the museum’s Apollo Gallery.
SourcingOct 20, 2025
Pristine Gems Names New Director of European SalesGemologist Lauren Gayda has previously worked at The Clear Cut, Taylor & Hart, and Effy Jewelry.
IndependentsOct 17, 2025
From the Jazz Age to the Information Age: London Jewelers Turns 100In 2026, the jewelry retailer will celebrate a milestone only a small percentage of family-owned businesses survive to see.
Events & AwardsOct 17, 2025
An Edit of Italian Jewels Is Coming to NYCThe new showcase dedicated to Italian jewelry design is set for Oct. 29-30.
TrendsOct 17, 2025
Piece of the Week: Judi Powers Jewelry’s ‘Stella’ EarringsTake a gaze at the sky with this pair of platinum diamond-set star earrings with blue lace agate drops.
