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Sarah Halzack

Digital Brands Are Booming. But Can They Save Malls?

Developers are creating a new breed of pop-up retail for online upstarts to experiment in brick and mortar. 

Place your concept here.

Place your concept here.

Photographer: David Madison for Macerich

This is a moment in retail when virtually everything needs a makeover: Supply chains must be sped up, stores need to be more experiential, and marketing has to become more personalized, all to suit an increasingly digital world.

So it only makes sense that the old rules of mall leasing need updating, too. One place where that’s happening is at Tysons Corner Center, a mall in the Washington suburbs that is among the most productive in Macerich Co.’s portfolio.