Mall of America

Mall of America is working with XenoHolographic Inc. to deploy an augmented reality mobile app this holiday shopping season aimed at creating an interactive experience for shoppers at the 5.6-million-square-foot shopping center.

The “Mall of America Holiday Augmented Reality Experience” involves using the mall’s oversize toy decor coupled with XenoHolographic’s XenoPlay mobile app to “tell a holiday story” to shopping guests via their mobile phones.

“These engagements will be designed to encourage guests to share their experiences on social media,” XenoHolographic, a subsidiary of Imagination Park Entertainment Inc., said in a statement.

The company said photo opportunities will be located throughout the mall, and one users complete the story, “guests will be rewarded for engaging with the entire AR experience with the opportunity to enter to win a shopping spree at Mall of America.”

Sarah Townes, vice president of marketing at Mall of America, said the AR experience is part of efforts to continue to seek out “new ways to bring moments of surprise and delight to our guests.”

Alen Paul Silverrstieen, chief executive officer of Imagination Park, said with an “engaging and interactive holiday story, we expect this to be an extremely successful consumer engagement with their millions of visitors.”

The Mall of America has more than 40 million visitors each year with the holiday shopping season serving as one the site’s top traffic drivers.

XenoHolographic was founded last year and was part of a joint venture with Imagination Park. This past May, Imagination Park acquired all of the shares of the company. Imagination Park “creates and delivers transformational experiences through the production and distribution of intellectual property for film, virtual reality, augmented reality and mixed reality in North America and China,” the company stated.