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Mall of America launches holographic elf helper

vntono elf hologram mall of america

The Mall of America has partnered with mixed reality firm VNTANA for the first ever holographic shopping concierge.

The Christmas themed Ellie the elf can help shoppers find the perfect gift.

The VNTANA platform connects a chatbot to a digital model – allow users to input with their voice and receive a response. A handheld microphone allows visitors to speak naturally without shouting.

The Triple Five worldwide group of companies, who own and operate the mall, are real estate, hotel and shopping mall owners and operators.

The group has become synonymous with the concept of retailtainment – combining retail with high class attractions for over 30 years.

Mall of America already hosts a range of attractions including a flight simulation ride, escape room game and Sea Life Aquarium as well as a Nickelodeon Universe indoor theme park. In October, plans were refined for an indoor water park to be attached to the mall.

Last year, Blooloop spoke to Don Ghermezian, President of Triple Five, about how this family-led group is not only surviving, but thriving, in a tough retail climate.

Virtual guides are nothing new in the industry. The Akron Art Museum launched a digital chatbot in August, guiding visitors around artworks.

Image and video courtesy VNTANA

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Michael Mander

Michael Mander

I am a journalist from Essex, England. I enjoy travelling, and love exploring attractions around the world. I graduated from Lancaster University in 2018. Twitter @michael_mander.

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