# Next-Generation Mall Campaigns Simon's Meet Me @themall Targets Gen Z Shoppers By Laura McQuarrie | Published 2024-09-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/meet-me-themall References: [stocktitan.net](https://www.stocktitan.net/news/SPG/simon-invites-gen-z-to-meet-me-2v5ebj26je0r.html) & [instagram](https://www.instagram.com/themall)  Real estate investment trust Simon launched a new nationwide campaign, Meet Me @themall, that invites [Gen Z](https://www.trendhunter.com/trends/shift-happens) to share more experiences and make new connections at the mall. According to a 2023 report by the ICSC, 97% of Gen Z respondents said they shop at brick-and-mortar stores. The campaign touches on Gen Z's love of 80s and 90s nostalgia, and their passion for fashion, music and movies with a fresh reimagining of Simple Minds' Don't You (Forget About Me,) known for its role in The Breakfast Club. "The mall is a touchstone of the American cultural experience–one with remarkable staying power," said Lee Sterling, Simon's Chief Marketing Officer, in a press release, "While the mall experience has evolved over the years, it continues to capture the zeitgeist of each generation." ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 45% | Activity: 45% | Freshness: 29% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Why This Trend Is Growing - **Retro-themed Shopping Experiences:** The campaign’s focus on 80s and 90s nostalgia aligns with Gen Z’s affinity for retro culture, creating an immersive shopping environment. - **Interactive Social Campaigns:** By encouraging Gen Z to share their mall experiences, the campaign taps into social media engagement, driving both in-store and digital traffic. - **Mall-centric Community Building:** The emphasis on forging connections at the mall speaks to a growing trend of retail spaces evolving into community hubs. ### Industries Being Reshaped - **Retail Real Estate:** Simon’s campaign revitalizes the traditional mall space, adapting it to modern consumer demands and expanding its role beyond shopping. - **Marketing and Advertising:** The innovative use of nostalgia and interactive elements in Simon’s campaign represents a shift towards experiential marketing. - **Fashion and Apparel:** By integrating elements related to fashion, music, and movies, the campaign sets a precedent for multi-sensory retail experiences in fashion outlets. ## Related on Trend Hunter - [Gen Z-Centric Campaigns](https://www.trendhunter.com/trends/shift-happens.md) - [Gen Z Concept Stores](https://www.trendhunter.com/trends/uo-x-glendale.md) - [Anti-Algorithm Back-to-School Campaigns](https://www.trendhunter.com/trends/journeys-turn-it-up.md) - [Gamified Back-to-Campus Campaigns](https://www.trendhunter.com/trends/uo-haul.md) - [Sensory Retail Experiences](https://www.trendhunter.com/trends/sensory-retail-experiences.md) - [Youth-Focused Social Campaigns](https://www.trendhunter.com/trends/claires-2.md) - [Confident Student Campaigns](https://www.trendhunter.com/trends/find-the-fit-that-fits-you.md) - [Gen Z Holiday Campaigns](https://www.trendhunter.com/trends/wrapped-in-heat.md) - [Gen-Z-Targeted Retail Concepts](https://www.trendhunter.com/trends/on-rotation.md)