Star-Spangled Shopping: Mall of America Gets Brand Update from Duffy & Partners

We’ve never visited the Mall of America, but we know it’s home to an amusement park, an aquarium, a 34-foot-tall LEGO robot, and, until recently, a logo that suggested a high school show choir with a deep repertory of patriotic medleys (and hey, for all we know, such a bunch is permanently stationed between Bubba Gump Shrimp Co. and Lenscrafters). The 21-year-old Minnesota megaplex, which describes itself as “the Hollywood of the Midwest,” tapped Duffy & Partners for a fresh look–spanning brand language, logo, environment, promotional merchandise, website, social media pages and interior branding–that reflected its ever-changing assortment of outlets and attractions: today Mike & Ike and a new sea turtle, tomorrow Pinkberry and Cirque de Soleil.