Launchpad by Simon, as the concept is called, is a scalable retail platform for both emerging and established brands to pilot new products and expedite the latest trends at Simon's shopping centers. Simon says its executives traveled the world to source innovative merchandise from the ASD Show, the CES Show, Canton Fair and Hong Kong Gift & Toy Show.

The concept was introduced on Black Friday at King of Prussia (Pa.) Mall; Lenox Square, Atlanta; Orland Square (Chicago); Roosevelt Field, Garden City, N.Y.; South Shore Plaza, Boston; and Town Center at Boca Raton (Fla.).

Each location houses and features two programs: the 720 Degree Experience, which exposes users to virtual reality with a 720 camera creating high-definition images and video for posting on social media or viewing through virtual-reality goggles; and Youth Tech, whose features include a smartphone-enabled gaming console, a robotic dog that responds to verbal commands, and artificial-reality cards that represent animals in 4-D.

"By working directly with key wholesalers, we have immediate access to new products and concepts," said Joseph Gerardi, Simon's vice president of specialty leasing. "Items that sell extremely well will quickly migrate to another location outside of Launchpad. If the product does not sell to a satisfactory level during the trial period, we will immediately return it and test the next product on our list."

Simon is not alone in helping to furnish brands with such special locations: Macerich has launched a concept of its own, called Brandbox.