McCormick World of Flavors:
Harborplace Light Street Pavilion, Baltimore
The spice brand’s destination store offers customers an interactive experience that educates and entertains. With five “digital engagements” ranging from quizzes to dynamic
digital signage, visitors can learn about seasonings or simply browse attractive racks
of culinary gifts. Original, high-impact digital media and custom applications engage
customers. Digital components combined with analog systems create cooking demos
and a “Guess That Spice” game that wafts scent from a fragrance dispenser system.
Designers repurposed existing McCormick content, created original artwork, scripted
and filmed original video, and edited with voice and music for original digital media.
The 3,818-square-foot store’s digital infrastructure was designed to require little,
if any, support from associates. Staff can generate new content by using dynamic templates
that developers designed.
Architect, Design: JGA Southfield, MI
Audiovisual, Technology: 5th Screen Digital Services Austin, TX
Fixture Contractor, Millwork: EEI Global Rochester Hills, MI
Project Management: Brand Theater LLC Austin, TX
Retailer: McCormick & Company Sparks, MD