Simon Property Group has turned to publishing to bolster its re-branding program and generate more traffic in its malls.

This weekend, the first edition of Simon Magazine, created in conjunction with Condé Nast, begins getting delivered to 300,000 of the publishing company’s more fashion-oriented readers. The magazine will also be distributed for free at about 30 of  Simon’s leading malls.

“The content falls into five buckets – fashion, beauty, culture, dining and travel,” said Chidi Achara, global creative director for Simon. “For instance, we have a section called ‘culture’ which is a roundup of what Simon considers the season’s best or most interesting cultural events, such as Keira Knightley’s Broadway debut in ‘Thérèse Raquin,’ or the Mark Rothko retrospective at the Museum of Fine Arts in Houston.”

The 98-page Simon Magazine has features on Cindy Crawford reflecting on working with Arthur Elgort; traveling in Biarritz and the Basque country, and Alessandro Michele of Gucci, as well as spreads on colorblocking and Latin accents seen in resort collections. There also is a section on upgrades and new tenants at certain Simon malls, such as the Galleria in Houston, King of Prussia mall in Pennsylvania, Desert Hills Premium Outlets in Cabazon, Calif., and Colonnade Outlets in Sunrise, Fla. Gift guides, city guides, shoppable spreads on seasonal fashion trends and stylish gadgets, and a feature called “The Next List” about up-and-coming tech insiders and their products of the future, are included.

“We’ve been re-branding for 18 months,” Achara said. “This magazine is a significant step in the process which is ongoing. It doesn’t feel like a catalogue, or one long advertisement. It is an elegant, sophisticated piece of editorial.”

He sees Simon Magazine coming out once or twice a year. “We leaned heavily on Condé Nast’s editorial expertise to assemble the best team of editors, writers, photographers, stylists and models, etc., to produce the highest quality content for us,” he said.

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