Projects: Mall Of America Adds Slim Digital Wayfinders


Here’s a slightly different take on shopping mall wayfinding: smaller screens set at angles, instead of the jumbo vertical screens you mostly see in malls these days.

This is at the Mall of America in Minneapolis – which I believe remains the largest shopping mall in the U.S. – and there are six of these, in total, which tells me this is a test. Six interactive stations couldn’t begin to fully deal with the 40 million people who go through that mall annually.

The kiosks are the product of Express Image, a St. Paul, MN-based print and digital solutions provider. The stations offer 2-D wayfinding, travel times and route

directions, and the ability to get directions and information off the screen and on to a smartphone.

I like the lean profile on these and suspect these 22-inch (guess) screens are big enough to get the information across on an 1:1 basis. Hard to tell if that’s a lightbox for print posters or a digital display on the other side of that Directory post.



Dave Haynes

Dave Haynes

Editor/Founder at Sixteen:Nine
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for more than a decade. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He's based near Toronto.
Dave Haynes


12+ year-old blog and podcast about digital signage & related tech, written by industry consultant, analyst & bullshit filter Dave Haynes.
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