Mall of America® launches industry-first digital directories

powered by Express Image


BLOOMINGTON, MN— June 7, 2017

Mall of America, the nation’s largest retail and entertainment destination, recently debuted nearly 100 digital directories to help guests navigate the 5.6 million square foot property with added ease. This industry-leading project is the first of its size and scope and was developed by Express Image.


With nearly 800,000 unique sessions since the tiered installation began, Mall of America has seen the average dwell time from the physical directories drop from over three minutes to less than 40 seconds on the digital directories.


This decreased time spent searching provides the guest with the information needed to more easily find their destination, whether that is a retailer, attraction or dining spot. To further cater to the guest, the directories offer the option to text a map view with step-by-step navigation to a cell phone, at which point the guest has the opportunity to text live with a Mall of America digital concierge. The personalized experience of interacting with an individual through the digital concierge program leads guests to further discover the property in ways they may not have considered, ideally increasing the overall length of stay at MOA.


“We want our guests to spend their time having fun at MOA, not searching for answers, and these directories save a significant amount of time and ease navigation around the property. We continue to find ways to accommodate our guests – both in person and through innovative technologies like our directories – and make sure they have the best experience possible,” said Jill Renslow, SVP of Marketing and Business Development at Mall of America. “Express Image understands that need for our guests and has helped develop an outstanding product to help our visitors during their stay.”


Mall of America partnered with Minnesota-based Express Image to launch the first-of-its kind, property-wide digital directory program. “It was a pleasure to work on this project with MOA because they knew exactly what they wanted to provide their visitors and worked closely with our technical and development team to collaborate on a solution,” said Jeff Sarenpa, President of Express Image.”


Jeffery Sarenpa, Director of Customer Facing Technology, “The directories are built on Google's Chrome OS platform, utilizing Intel technology because of its security, reliability, and ease of development. Chrome OS removes typical operating system headaches and allows us to focus on what we feel is most important – building immersive, effective experiences for our customers and their end users.“


The digital directories are a part of the continued development of services and offerings that enhance the guest experience for more than 40 million annual visitors. The directories can be translated to nine different languages in order to accommodate international visitors and multilingual guests, including Spanish, French, German, Chinese, Somali, Portuguese, Hmong, Japanese and Arabic.


For more information on ways Mall of America is working to personalize and enhance the overall guest experience, visit, or follow Mall of America on Facebook, Twitter and Instagram.



At 5.6 million square feet, Mall of America is the largest shopping and entertainment complex in North America with more than 520 world-class retail stores and restaurants; Nickelodeon Universe, the nation’s largest indoor theme park; SEA LIFE Minnesota Aquarium; FlyOver America; Crayola Experience; Hard Rock Café; The Escape Game; CMX Cinemas; and more. The Mall opened in 1992 and is located in Bloomington, Minn., minutes from downtown Minneapolis and St. Paul and adjacent to the MSP International Airport. Follow Mall of America on FacebookTwitter and Instagram, and visit our blog. Download the Mall of America app from the App Store for iOS or Google Play for Android.



Express Image, with offices in St. Paul and Spring Lake Park, MN, is an all-inclusive, interactive digital and print solutions provider with over 70 years of experience. Express Image delivers immersive experiences through digital and print place-based media offerings to a variety of industries. Our digital and print experts will develop and customize a one-of-a-kind solution that will adhere to your brand’s distinctive guidelines and extend your brand’s message. From concept to completion, our hardware, software, design and wide array of print capabilities sets us apart by providing a perfect blend of omni-channel solutions.

Digital offerings include Wayfinding Directories, Smart Kiosks, Digital Signage Displays, Digital Menu Boards, Projection Systems, Mobile Applications, Web Development, and many other turn-key digital solutions. Printing services include Big, Small, and a variety of Specialty Printing options. For more information on our Interactive Wayfinding Technology and other services, please visit To stay updated with content, follow us on LinkedIn or subscribe to our blog.