Simon Debuts in Brand Campaign

Simon, formerly Simon Property Group, is one of the largest real estate–investment trusts in America and announced at the ICSC RECON Las Vegas convention on May 19 that the company will introduce a new corporate identity and logo, which will be seen in Simon malls’ digital experiences and advertising campaigns as well as in signage at its malls.

The new look and branding for Simon is part of a new direction for the company, which will offer improvements to customer services and amenities and develop the experience of its malls, said Mikael Thygesen, Simon’s chief marketing officer. “We are excited to launch a fresh, aspiration consumer-facing brand that reinforces our customers’ experiences of fashion, discovery and community,” Thygesen said.

The new look would portray Simon as an “elevated” brand for fashion consumers, as well as families going to the mall to shop and to look for entertainment. The company has spent more than $50 million on media in print, television, digital, radio and direct mail on the new branding. The campaign will continue through the end of 2014.

Simon owns Premium Outlets malls, including Desert Hills Premium Outlets in Cabazon, Calif., which recently unveiled a major expansion. Simon also owns The Mills division of malls and major regional malls such as Del Amo Fashion Center in Torrance, Calif.; Fashion Valley in San Diego; and The Shops at Mission Viejo in Mission Viejo, Calif.; as well as Aventura Mall in Aventura, Fla.; The Forum Shops at Caesars in Las Vegas; and The King of Prussia Mall in King of Prussia, Penn.