Simon Builds Connection to Consumers Through Comprehensive Brand Re-Launch

Lenox Square and Phipps Plaza Undergo Major Renovations and Offer Unparalleled Shopping Experience Now Reinforced by Corporate Branding Initiative.

Simon, a global leader in retail real estate, today announced the re-launch of its brand to create a distinctive, recognizable identity that will enhance consumer engagement with its high-quality portfolio of malls, Premium Outlets and Mills.

Shoppers, including those at Atlanta’s iconic Lenox Square and Phipps Plaza properties, will experience the new look and feel of the brand starting today at many of Simon’s centers across the U.S., and in digital, social, TV and print media. Simon’s new identity will also be shared with retailers and other industry partners at the International Council of Shopping Centers global convention in Las Vegas this week.

“Our industry-leading retail properties are visited by two billion consumers and generate more than $70 billion in retail sales every year, yet we are confident there is further growth potential in our business,” said David Simon, Chairman and Chief Executive Officer of Simon. “We believe a brand that resonates with consumers and builds loyalty among millennials, families and luxury shoppers is an important driver of our future growth.”

“We are excited to launch a fresh, aspirational consumer-facing brand that reinforces our customers’ experiences of fashion, discovery and community,” said Lenox Square Area Mall Manager Robin Suggs. “Shoppers, as well as our retailers, will witness a dynamic, new experience at the malls, especially with Simon’s recent investment in and improvements to our Lenox Square and Phipps Plaza properties.” 

The brand re-launch is a part of a comprehensive strategy evolving the mall experience to include new programs and events targeted to specific customers, plus upgrades to customer service and amenities. As retailers increasingly pursue omni-channel strategies, Simon is similarly supporting retailing in many ways including technologies that enable shopping and gifting activities and provide same-day delivery solutions. In addition, Simon is investing approximately $1 billion per year in redevelopment projects across some of its most popular and high-quality centers, including Lenox Square and Phipps Plaza, to further enhance the shopping environment. With an increasingly robust mix that includes more luxury retailers and fine dining restaurants, these properties will become even more compelling retail and entertainment destinations.

What does this mean to Atlanta?

Both Lenox Square and Phipps Plaza are undergoing multi-phase redevelopment and expansion projects to meet the different needs of shoppers in the Buckhead community. These improvements will appeal to a variety of shoppers, including fashion forward customers; families seeking new retail, dining and entertainment options; and millennials who prefer more social shopping experiences.

Lenox Square has recently introduced nine first-to-market brands and two first-to-market restaurants, appealing to fashion forward customers and foodies alike. The center’s recent renovation transformed its Peachtree Road façade with an iconic two-story glass entrance and accomplished additional comfort and convenience features for shoppers -- including the Lenox Fashion Café, which offers a great outdoor garden patio for a breath of fresh air during shopping expeditions.  Elevated ceilings, bright lighting, new furniture and plug-in stations at each table create an enjoyable respite for quick and healthy dining for shoppers on the go.

Across the street, Phipps Plaza will undergo a series of enhancements that will continue to align with its distinctive shopping experience. The first project in a series of improvements will be an extensive interior makeover, including upgraded LED lighting, wood accents and updated railings for a warm and welcoming feel.  Luxury soft seating and lounging areas with Wi-Fi connectivity and chargers offer a more interactive environment for social shoppers. Families, fashion seekers and millennials will be welcomed by a new dramatic entrance along Peachtree Road and major improvements to the mall’s parking deck. Complementing the transformation of Phipps Plaza is the future addition of 320 luxury residential units and a 164-room hotel with upscale dining options.

As two of Simon’s most popular destinations, Lenox Square and Phipps Plaza will continue to set the bar for Atlanta’s shopping scene in Buckhead.

By the numbers

Together, Lenox Square & Phipps Plaza:

• Feature more than 350 stores and restaurants for area shoppers, including 80 U.S. and international brands exclusive to the Atlanta market:

• American: 48
• Australian: 1
• British: 6
• Danish: 1
• Dutch: 1
• French: 4
• German: 2
• Israeli: 1
• Italian: 12

• Swiss: 3
• South African: 1

• Include 66 new or remodeled stores since 2012
• Attract more than 30 million shoppers each year
• Provide shoppers with over 10,600 convenient parking spaces
• Raised $255,600 for Simon Youth Foundation since 2009, which supports local scholarship grants and programs for alternative students to earn a high school diploma
• Offer 56 device charging stations for shoppers and visitors
• Provide Buckhead shoppers four electric vehicle charging stations at Lenox Square
• Blast almost 5,000 fireworks each year at the Legendary 4th of July at Lenox Square, viewed by over 200,000 spectators
• Provide 100 seats on the Lenox Fashion Café outdoor garden patio and 600 indoor seats for climate-controlled comfort
• Reserve more than 8,000 appointments with the city’s most popular Santa at Phipps Plaza
• Partner with more than 10 local charity and community organizations annually, including Jeffrey Fashion Cares, Susan G. Komen Foundation, the American Red Cross and Bert’s Big Adventure.