Express Image expands from 6 to nearly 100 digital directories at Mall of America ®

Brandon Sakiewicz June 07, 2017

Digital Wayfinding Directory


BLOOMINGTON, Minn. (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 700,000 unique sessions in a month 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. Whether it be a gift recommendation, dining reservation, question about brands or a parking reminder, the guest can take the guessing game out of shopping and entertainment, allowing them to use their precious time in the way that they want, rather than searching for answers.

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. “The result is something we both envisioned and can be proud of – a unique, truly revolutionary personal wayfinding experience.”

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.

“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.”

For more information how wayfinding technology can benefit your business, click the link below to request a free consultation.


Talk to an Expert


To view the full press release, view wayfinding images and more, please visit



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.

For media inquires, contact Brandon Sakiewicz at or call at 651.789.1335



We are an all-inclusive interactive digital display and print provider. We deliver immersive experiences, through digital and print place-based media solutions. From concept to completion, our custom software, hardware, design and wide array of in-house capabilities sets us apart from any other provider.

Recent Posts