World of Flavours

VM&RD - - INTERNATIONAL DESIGN -

Cre­at­ing the ul­ti­mate food con­nec­tion with its cus­tomers, global leader in flavour McCormick & Co re­cently un­veiled its first re­tail out­let, McCormick World of Flavours, in Baltimore. De­signed by JGA, the store of­fers McCormick's range of prod­ucts with ar­eas fo­cus­ing on cook­ing, bak­ing and grilling, while trans­form­ing it­self as an in­ter­ac­tive plat­form where food lovers watch their favourite flavours come alive.

Started in 1889, McCormick to­day is a global leader in the man­u­fac­ture, mar­ket­ing and distri­bu­tion of spices, herbs, sea­son­ings, spe­cialty foods and fla­vors to the en­tire food in­dus­try - from re­tail out­lets and food man­u­fac­tur­ers to food ser­vice busi­nesses. The com­pany re­cently launched its first re­tail out­let, McCormick World of Fla­vors, which houses fla­vor­ful gifts, spices, sea­son­ing mixes, condi­ments and other fla­vor­ful prod­ucts in­clud­ing in­ter­na­tional prod­ucts and ex­clu­sive store-branded flavour­ful goods; gift items and culi­nary ac­ces­sories. Spread over 3,800 sq. ft., the store al­lows vis­i­tors to in­ter­act with many of their favourite brands from around the world like Lawry’s, Old Bay, Zatarain’s, Grill Mates, Vahiné and Thai Kitchen, while show­cas­ing how McCormick brings fla­vor to their lives ev­ery day. De­signed by JGA, the ob­jec­tive of the re­tail space was to cre­ate an ex­pe­ri­en­tial brand show­case fea­tur­ing McCormick global lead­er­ship in fla­vor through three plat­forms: cook­ing, bak­ing and grilling. Ac­cord­ing to the de­sign firm, McCormick has been work­ing to change its im­age in the mar­ket­place from that of a "spice" com­pany to a "fla­vor" com­pany. McCormick World of Fla­vors has been an in­te­gral part of this re­brand­ing ini­tia­tive, of­fer­ing con­sumers the op­por­tu­nity to in­ter­act with their favourite McCormick brands from around the world, while im­mers­ing them in a highly ex­pe­ri­en­tial and one of a kind branded en­vi­ron­ment. Lo­cated in Baltimore’s In­ner Har­bor, the store it­self is al­most loft-like; rem­i­nis­cent of the McCormick plant and head­quar­ters that stood steps away on the same street from 19201989. Ac­cord­ing to the de­sign firm, it was im­por­tant for the brand to have this serve not only as a cor­po­rate brand show­case, but to fur­ther iden­tify with their roots in Baltimore, the Har­bor, and this lo­ca­tion. Sig­na­ture iden­tity el­e­ments be­gin at the store ex­te­rior, with the McCormick brand block on

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