Imagine a shopping mall in its 1980s heyday, and what comes to mind might be the Sherman Oaks Galleria—a San Fernando Valley landmark referenced in Frank Zappa's song "Valley Girl" and featured in the film "Fast Times at Ridgemont High." This mall was also a frequent hangout for author Bret Easton Ellis during his teenage years, a time and place recreated in his autobiographical novel "The Debutante," which has been adapted by producer Ryan Murphy into an FX series.

To bring the world of "The Debutante" to life, FX will host an experiential event at the Galleria on August 1-2, offering participants a chance to relive classic 1980s mall scenes. The event, in partnership with Maybelline and Licorice Pizza, blends several consumer and marketing trends, including Gen Z nostalgia, the return of mall culture, and the revival of experiential marketing.

Kenya Hardaway, FX's Senior Vice President of Integrated Promotions and Multi-Channel Marketing, said: "'The Debutante' is rooted in many elements of the 1980s that still resonate with audiences today: analog technology, third spaces, mall culture. We felt this was a great entry point, and the Sherman Oaks Galleria, as an iconic Southern California space, is part of the story, making it the perfect location."

At the Galleria pop-up, participants can swipe a collectible credit card to engage in a series of interactive experiences. Licorice Pizza, a record store chain founded in 1969, closed in the late 1980s, and reopened a few years ago, will set up a vintage vinyl listening station powered by RadioShack equipment. At Maybelline's Fit Me Matching Kiosk, makeup artists will help participants find the right foundation shade and offer other beauty products.

The event also includes arcade games, a photo booth, and a T-shirt customization station. Participants can preview clips from the series in a retro cinema-style photo area and enjoy free soft serve from Creamy Boys Ice Cream—a Los Angeles chain founded in 2020.

Hardaway said: "We really wanted to recreate the stores, retail, and interactive experiences commonly found in early 1980s malls. We have a great mix of partners: not only brands that existed in the 1980s, but also current brands popular with our target audience who helped us create the retro atmosphere, like Creamy Boys."

Gen Z consumers are driving the revival of American malls, with their share of mall foot traffic up 57% year-over-year, according to PwC data. The return of mall culture has also fueled recent back-to-school marketing campaigns aimed at young brands like American Eagle and Aéropostale, alongside the resurgence of experiential marketing that was put on hold during the pandemic.

Hardaway added: "Modern mall culture began in the 1980s. That's when large mall complexes started becoming destinations for young people. It declined at one point, but now we're seeing it come back. This gives us an opportunity to highlight this culture, these environments, and some of the activities from early 1980s mall culture."

The Galleria experience aims to attract two groups: younger Gen Z audiences who yearn for the pre-digital era, and older demographics who remember the Sherman Oaks Galleria's heyday. This cross-generational approach aligns FX with other brands that have recently leveraged nostalgia in their marketing.

"The Debutante," premiering August 5 on FX and Hulu, is a quintessential Murphy-style series: soapy drama filled with sex and violence, following a group of privileged high schoolers in the early Reagan era. The Galleria experience is an extension of the show's other marketing efforts, including print, out-of-home, and digital content, and will be further amplified through partnerships with influencers and other content creators.

Hardaway said: "We hope to engage audiences across multiple platforms, continue to put storytelling first, and provide opportunities for fans and potential viewers to participate before the premiere."