Simon And Refinery29 Elevate The Millennial Shopping Experience With A Music Festival At The Mall

Popular Orange County shopping destination joins forces with online fashion resource Refinery29 to create unique event targeted at the millennial audience. In its second year of collaboration, Refinery29 and Simon, along with local Orange County residents will enjoy custom activations inspired by the music festival culture that include fashion, beauty and fun.



DETAILS:      Style Festival will make a much-anticipated stop at Brea Mall on Saturday, June 20, offering consumer touch-points around fashion, discovery, and community. Capture the local Orange County community interacting with the following elements:


“Sound Stage” Musical Performances: Style Festival attendees will have the unique opportunity to see MS MR live in concert while shopping at Brea Mall.


“Style Stage” Indie Boutiques and National Brands: Independent boutiques and retailers will create an interplay between the native, in-market shopping experiences and popular national retail brands, all within the mall landscape.  This shoppable “stage” will be inspired by summer’s trends curated by Refinery29 editors, such as “Jean Scene” and “Fringed Benefits,” and feature select items from local boutiques as well as Brea Mall retailers including Banana Republic, H&M, Ann Taylor, GUESS, and Sunglass Hut.


“Beauty Stage” Beauty Bars: A beauty team will be on-hand at pop-up beauty bars to give shoppers festival-inspired hair trends that have been curated by Refinery29 editors.  Festival-goers will also have the opportunity to select from a range of metallic, jewelry-inspired, temporary tattoos at the pop-up tattoo parlor courtesy of Flash Tattoo.


“DIY Stage”: Guests of Style Festival can personalize custom band-inspired tour tees, taking home a keepsake souvenir from the experience.



WHERE:         June 20, from noon to 5 p.m.

Lower Level, Center Court at Brea Mall

1065 Brea Mall, Brea, CA 92821


WHO:             Musical Performance by MS MR

Credit: Simon.

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