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

This year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.

As an homage to iconic crochet blankets, the necklace features the nostalgic motif through a kaleidoscope of cabochon-cut stones.

Discover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.

When investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.

The “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.


The entrepreneur and “Shark Tank” star will share his top tips for success.

Meredith Tiderington, an electrical engineering student, was selected for the award.

More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.

It will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”

From design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.

The Jewelers’ Security Alliance offers advice for those attending the annual trade shows.

The designer is embracing bold pieces with weight to them in “AU79,” a collection she celebrated with a creative launch party.

On an earnings call, CEO J.K. Symancyk discussed what’s working for the company and how it’s preparing for the potential impact of tariffs.

The index partially rebounded after months of decline, due in part to the U.S.-China deal to temporarily reduce import tariffs.

The actress stars in the latest campaign set in Venice, Italy, and is set to participate in other creative initiatives for the jeweler.

The company has joined other labs, including GIA and Lotus Gemology, in adopting the Chinese term for "jadeite jade."

The large stone will be offered at its June sale along with a selection of secondary-type rubies from a new area of the Montepuez mine.

Located in Bangkok, the laboratory is Gemological Science International’s 14th location worldwide.

Those born in June have a myriad of options for their birthstone jewelry.

The diamond industry veteran has been named its senior sales executive.

The company plans to raise the prices of select watches to offset the impact of tariffs.

Between tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.

Designed by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.

However, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.

The pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.

Sponsored by Stuller

It was featured in the miner’s latest sale, which brought in $24.8 million.