In an effort to make the mall more relevant to millennia shoppers, Refinery29 and Simon Malls partnered on The Shopping Block; a six-city tour that drove thousands of consumers in-store with a traveling pop- up boutique, personal styling sessions, and DIY activation. Not only was the event loved by consumers, but it received huge press accolades including a front page feature in WWD. The original inspiration for the Shopping Block took from shipping crates, and we created plywood blocks that opened in the space to reveal these unique shopping storefronts. The minimalism of these pieces combined with the sophisticated neon lights made this experience stand out in the mall environment.