Our new brand platform captures something simple: malls and outlets have always been where real life happens. From first jobs and first dates to holiday traditions and unexpected finds, generations of shoppers have made memories at Simon^® destinations. Today and always, every visit is unique, with infinite ways to make it your thing. 

A centerpiece of the Fall 2026 campaign is a hero manifesto spot set to "Sweet Disposition (a moment, a love)" by Lost Frequencies and The Temper Trap that features moments filmed at Simon Malls^® and Premium Outlets^® across the country, and extends the spirit of 2024's Meet Me @theMall^® campaign to every generation of shoppers.

Whether It's a Mall Thing™, an Outlets Thing™, a Back-to-School Thing or a Holiday Thing, a different piece of the Simon experience unfolds with one shared story. Look for the campaign to roll out across TV, cinema, digital and social (Instagram, TikTok, YouTube), along with creator content, in-center digital displays, experiential activations and the Simon+^® loyalty program.