World of Flavours
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