Simon and Refinery29 join forces for a second year to launch The Style Festival - a Millennial focused content collaboration of national scale featuring Digital, Social and Video experiences with a 6 city tour, kicking off June 20th.
National content includes seven custom videos hosted by Refinery29 Fashion Editors and featuring products from Simon retailers. Videos will be produced and released periodically throughout the Summer and Fall, starting with this Split Second Style video tip and this Trend Takeout segment, live now.
Style Festival advertising and Simon brand ads grace the home pages of Refinery29 and Simon mall websites, driving traffic to the video content and to Simon.com. Both Refinery29 and Simon have integrated content into Facebook and Twitter feeds.
The Event Tour component kicked off June 20th at Brea Mall in Orange County, CA with a festival-inspired experience celebrating the discovery of fashion, style, beauty and music for the millennial shopper.
"Style Stages" showcase four seasonal trends and product pulled by Refinery29 editors from select Simon retailers.
The "Sound Stage" features some of the hottest talent in Indie music.
"Beauty Stages" provide hands-on interactions with a braid bar and festival inspired hairstyles, and flash tattoos for extra festival flare.
Event experiences also include a "DIY Stage" where shoppers can design souvenir concert t-shirts inspired by iconic band tees and an on-site hashtag photo printer for social sharing.
Additionally, shoppers are invited to ‘Backstage Style Tours,” an insider experience at participating retailers throughout Style Festival, that include VIP treatments, discounts, gifts, refreshments and more.
In 2014 the Refinery29 and Simon partnership resulted in over 254MM impressions internationally, positioning Simon as a trend and style leader with Millennial audiences and driving Millions to our malls and your stores.