Dive Brief:

• Indianapolis-based Simon Property Group, Inc., owner and operator of several American malls, is working with fashion website company Refinery29 to develop a series of “block parties” aimed at attracting younger shoppers.

• The project, which will appear in six malls nationwide, will feature pop-up shops, local and independent boutiques and bloggers, and national brands.

• Billed as “The Shopping Block,” these projects could go wider or become more permanent in the future.

Dive Insight:

The concept unveiled by 10-year-old fashion site Refinery29 and a mall-development company is unusual, but could lead to the kind of innovations American malls need to be successful retail destinations.

Offering mini-makeovers and "stylist concierges," these so-called block parties within malls are an attempt to meet consumer demand for a compelling shopping experience and a personal touch that can't really be found online. It's the kind of innovation to the physical retail space that can help brick-and-mortar compete with e-commerce.