By  on August 26, 2014

In an unusual union between the retail establishment and the Web world, Simon Property Group is partnering with Refinery29 to create “The Shopping Block” at six of its properties this fall, WWD has learned.

The Shopping Blocks will be one-day pop-up mini-marketplaces for Millennials, occupying around 1,600 square feet in the common areas. They will feature products from local and emerging designers and indie boutiques, as well as national brands (about a 50-50 split) selected by Simon and Refinery29. The format will also have beauty bars with makeup artists and mini makeovers, sweepstakes for shopping sprees, “stylist concierges” to help Millennials learn about fall trends and where to shop them, DIY stations and local influencers like bloggers.

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