What: Simon Malls introduces a micro-space platform with IEM, providing short-term, subsidized retail environments for emerging brands to bridge digital and physical retail in high-traffic locations.

Why it is important: Simon’s partnership with IEM highlights the evolution of malls into dynamic, multi-brand platforms, supporting omnichannel strategies and the next generation of retail experiences.

Simon Property Group has partnered with retail innovation company IEM to launch a “micro spaces” platform across its US malls, offering 10-by-15-foot branded environments in high-traffic common areas. These turnkey, experiential spaces are designed for e-tail and emerging brands seeking to test and scale physical retail with minimal risk. The initiative features short-term leases and subsidized rents, enabling brands to use the micro spaces as cost-efficient incubators to gather data, build brand awareness, and create memorable shopping experiences. Early adopters include Oofos, Generation Tux, and Caddis Eyewear, with more brands set to launch through early 2026. The move reflects Simon’s broader strategy to adapt its malls for digital-first brands and changing consumer behaviors, positioning its properties as flexible, omnichannel platforms that blend retail, experience, and community engagement.

IADS Notes: Simon Property Group’s launch of “micro spaces” in partnership with IEM reflects a broader transformation in US mall strategy, emphasizing flexibility, experiential retail, and omnichannel integration. As reported by WWD in November 2024, Simon’s focus on attracting younger consumers and digital-first brands has driven strong mall performance and increased youth traffic . Inside Retail in May 2025 highlighted Simon’s global expansion, record occupancy rates, and investments in data-driven marketing, positioning the company as a leading platform for brand incubation and omnichannel retail . The Los Angeles Times in March 2025 and The Economist in April 2025 described the surge in experiential retail, with landlords transforming mall spaces into interactive, social destinations to boost engagement and footfall . Retail Dive in October 2024 and WWD in December 2024 noted Simon’s use of influencer campaigns, micro-distribution, and flexible leasing to support emerging brands and cost-efficient physical retail entry . Finally, Inside Retail in January 2025 and The Robin Report in January 2025 observed that malls worldwide are leveraging technology, entertainment, and flexible design to remain relevant, resilient, and attractive to both brands and consumers .

Simon Malls house ‘Micro Spaces’