Since 2018, Gallerian, one of Stockholm’s most visited shopping centers, spanning nearly 30,000 m² and home to 86 stores, has trusted ViaDirect to guide its visitors. Owned by AMF Fastigheter, it began its digital wayfinding journey with four interactive kiosks. Since then, the partnership has continued to evolve through regular screen upgrades, ensuring a fast, reliable, and modern visitor experience.
Building on this success, The Gallerian became one of the first ViaDirect clients to adopt ViaDirect Mobile. As a result, visitors can continue their journey beyond the kiosks without requiring any additional hardware investment.
A wayfinding experience that follows the visitor
The Gallerian stands out by creating a seamless connection between interactive kiosks and mobile wayfinding.
Visitors can begin planning their route on one of the four kiosks. Then, they simply scan the QR code displayed on the screen to continue the same route on their smartphone. Consequently, there is no need to memorize directions or take a photo of the map. The route travels with them as they move through the shopping center.
Alternatively, shoppers can start directly from their phone. Five QR codes are placed throughout the mall on kiosk screensavers and dedicated posters. After scanning one, visitors instantly access the interactive map. They can browse stores, restaurants, and services before receiving a personalized route from their exact location.
Because the system uses QR codes instead of geolocation, no mobile app is required. The map opens instantly in any browser, on any smartphone, and in multiple languages.
Why Mobile Wayfinding Matters for Shopping Centers
For a shopping center the size of The Gallerian, efficient navigation directly impacts the visitor experience. When shoppers quickly find the stores or restaurants they are looking for, they spend more time enjoying the mall instead of searching for directions.
Moreover, combining kiosks and mobile navigation ensures that every visitor can choose the experience that best fits their needs. Some prefer using a kiosk, while others immediately switch to their phone. Either way, the journey remains continuous and intuitive.
In addition, the same QR code infrastructure provides valuable analytics. Mall managers gain insights into visitor traffic, popular destinations, and navigation behavior. These data help optimize operations and improve future visitor experiences.
A Complete Omnichannel Wayfinding Solution
Today, The Gallerian delivers a complete shopping mall wayfinding experience across multiple touchpoints.
Visitors can plan their visit from home using the interactive map on the mall’s website. Once on-site, they can continue using an interactive kiosk or switch seamlessly to their smartphone by scanning a QR code. Throughout the visit, navigation remains accessible, intuitive, and always up to date.
This omnichannel approach creates a consistent visitor journey from planning to arrival. At the same time, it allows the shopping center to expand its digital services without replacing its existing infrastructure.
