McCormick World of Flavors, McCormick’s first and only branded retail destination, allows visitors to interact with many of their favorite 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. Guests enjoy interactive and educational displays, cooking demonstrations and product sampling, in essence, bringing the brands to life. Tapping into their brands’ unique legacy, the space allows real world cooking experiences with “fantasy” scenarios, such as a dream barbecue station and an area for cooking demonstrations and sampling, giving the sense that the kitchen is the heart of the walk-in experience. 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 1920-1989. So 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.