MallOf America

Mall of America

When the nation’s largest retail and entertainment destination needed an updated wayfinding solution, Express Image Digital was up for the challenge. The goal? Help 40 million annual guests easily navigate their way throughout the 4.2 million-square-foot Mall of America.

MOA’s previous wayfinding solution was print directories, which required guests to walk around multiple sides to find what they were looking for. Even though the directories were updated quarterly, they were frequently out of date with the mall’s 520 stores, eateries, and attractions.

The solution needed to include personal, intuitive wayfinding that would be easy to understand for all guests, including international travelers who visit the mall on a daily basis. Our team worked closely with Mall of America executives to co-develop an interactive digital wayfinding solution with full-motion graphics, intelligent mapping, and over 200k search terms.

The 22-inch interactive displays accommodate millions of worldwide guests with 22 different language options, including Spanish, French, German, Chinese, Somali, Portuguese, Hmong, Japanese, and Arabic. In order to help guests find and navigate a route to their desired locations, a text-to-phone feature with step-by-step directions and animated mapping can be sent to mobile devices.

Only a month after the tiered installation began, Mall of America saw the average “dwell time” from the directories drop from over three minutes to 30-40 seconds with our digital wayfinding solution.

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