Simon Malls: Creating Experiential Destinations Across America
PROBLEM
Simon Property Group, one of the world's largest real estate investment trusts, faced challenges due to shifting consumer behavior driven by e-commerce and the COVID-19 pandemic. Declining foot traffic, revenue, and substantial debt proved that a change was needed to bring customers back into malls. How can we redefine what a mall is?
VISION
We see Simon Property Group as the cornerstone of vibrant community hubs across the United States, tailored to meet the unique needs and desires of each local community we serve. We are committed to creating dynamic spaces beyond retail, where people come together to shop, dine, connect, and engage in meaningful experiences.
OUTCOME
Implementing location-based research, adjusting marketing efforts, and investing in experiential retail concepts will enhance Simon Property Group’s appeal, driving increased foot traffic and improved financial performance. Partnering with local companies and evolving property portfolios to create urban-centered community hub developments will differentiate Simon from e-commerce competitors, fostering customer loyalty and strengthening its market position.
GenUnited: Shaping Youth through Civic Education
PROBLEM
Over the past 5-10 years, citizens' engagement has decreased. This issue manifests in various ways among Americans, such as a steep decline in community service activities, low voter turnout, and a distaste for volunteer work. When citizens are removed from civic activity, democracy is undermined, and the connection between the population and the government is discouraged. Teaching civic ideals is essential in youth development to ensure the continuation of young leaders in society. There is a declining emphasis on this education, which is declining the health of our democratic society.
VISION
When mapping solutions, we examined education methods, experiential learning, dialogue promotion, mentorship, and community partnerships. After comparing all options, the main aim is to prioritize civic engagement courses in young education and make them a standard part of the curriculum, not just an extension.
OUTCOME
GenUnited, our design firm, is a group of individuals dedicated and united by a shared vision: to empower the next generation through comprehensive civic education. The name conveys a dual message: it’s about educating a generation but uniting them in purpose and action.
Le Collectif
VISION
Le Collectif, LLC is an ideation for a unique e-commerce venture. It specializes in selling designer vintage clothing meticulously curated from a global network of partner vintage stores: Funny Pretty Nice (New York City), Lovers Lane Vintage (London), and Bobby (Paris). Le Collectif’s strategy is to foster a global community of vintage business owners. The unique approach involves partnering with stores in different cities, enabling small business owners to support each other. This collaborative model provides a global perspective, enhancing each partner’s business strategy by leveraging their unique strengths and weaknesses.
OUTCOME
Over 15 weeks in a Fashion Business & Entrepreneurship course, this idea turned into a fully fleshed-out business plan, including workups for marketing, management, web, financial, and operations plans. The document is ready to be shown to investors, stakeholders, and any parties involved in creating this company.