New Simon Campaign Invites Gen Z to ‘Meet Me At The Mall’
The ads celebrate the mall culture of the ‘80s and ‘90s.

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.
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.
The Latest

The charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.

Campbell joins the company as vice president of business development while Liebler is the new vice president of operations.

The medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Sponsored by The INSTORE Jewelry Show 2025


Globally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.

The Brooklyn-based jewelry designer is remembered as a true artist and a rare talent.

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Production at the mine in Canada’s Northwest Territories topped 1 million carats in Q2, the third consecutive quarter of growth.

A new slate of Learning Workshops will take place in Oklahoma, Mississippi, and Georgia.

The middle class is changing its approach to buying jewelry and affordable luxury goods, the NRF said.

It marks the third consecutive quarter of growth for Cartier, Van Cleef & Arpels, Buccellati, and Vhernier.

The reseller’s market trends report, based on its sales data, also shows exactly how much Rolex prices have jumped since 2010.

The auction house will be hosting a retrospective paying tribute to jeweler Jean Dinh Van and his company’s 60th anniversary.

Jake Duneier and Danielle Duneier-Goldberg have stepped into the roles of CEO and president, respectively.

The “Impermanence” collection contemplates nature through the Japanese art of Ikebana (flower arranging) and philosophy of wabi-sabi.

The Texas-based jewelry retailer has set up shop in Tennessee and Arizona.

Eric Ford will step into the role, bringing with him decades of experience.

In addition to improved capabilities, the acquisition will allow the jeweler to offer support to other independent jewelers.

The “Celestial Blue” capsule collection campaign features Olympian Kateryna Sadurska.

The seasonal store, located in Mykonos, Greece, offers exclusive events, personal styling, and curated experiences.

The New England jeweler is hosting a bridal event for the month of August.

The trade-only event will host its debut fair in the Emerald City later this month.

Its sessions will focus on inventory strategies, staff performance, retention and acquisition, emerging market trends, and more.

For its 10th anniversary, Miseno designed the “Arco” earrings based on the Arco Felice, an arch conceptualized in A.D. 95 in Miseno, Italy.

The jewelry company is one of several contributing to relief efforts in the region after the recent floods.

Inspired by fiancé Sid Wilson’s nickname for her, the white and yellow diamond ring features a unique honeycomb design.