Spotlight on InfoComm 2019


Whitlock, NanoLumens Add Spice to McCormick & Company’s New $170M Headquarters

129-year-old Maryland spice and seasoning manufacturer uses large NanoLumens display in atrium-style lobby to create immediate branding impression.

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When your brand is all about flavor and your company slogan suggests you “Bring the Joy of Flavor to Life,” you best display a bit of this “spice” when visitors enter your new $170 million headquarters. Global spice manufacturer McCormick & Company recently turned that task over to Whitlock and NanoLumens as the company opened its new headquarters in Hunt Valley, Md. Thanks to this dynamic duo, the joy of flavor never tasted so good.

“We’ve moved from our very old, stuffy offices, to a sleek, modern structure that shows the kind of innovation the company is proud of,” said McCormick & Company CEO Lawrence Kurzis.

The company markets and distributes spices, seasoning mixes, condiments and other flavorful products to the food industry – retail outlets, food manufacturers and foodservice businesses. The goal with this installation was to add an impactful branding message in the lobby of the new headquarters.

“McCormick & Company wanted something in their lobby that would have an immediate impact and really leave a positive branding impression,” said NanoLumens northeast regional sales director Dana Michaelis.

The challenge for Whitlock was installing a display that would span four of the building’s six floors and be visible as soon as visitors walked into the headquarters. The site’s open floor plan features an atrium-style lobby design with an abundance of natural light, with each floor visible as soon as you enter. The NanoLumens 4.7mm Performance Series LED display is 45 feet by 18 feet and stretches from the second floor to the fifth floor.

McCormick & Company’s Flavorful History

McCormick & Company also wanted this installation to show that this 129-year-old company continues to embrace state-of-the-art technology and innovation, said Michaelis.

“As both the public and McCormick & Company business associates enter the new headquarters, they are greeted with this spectacular display that reinforces the McCormick corporate message,” NanoLumens’ Dana Michaelis says.

“As both the public and McCormick & Company business associates enter the new headquarters, they are greeted with this spectacular display that reinforces the McCormick corporate message,” he said. “Despite already being a very successful 129-year-old company, they are constantly looking to innovate.”

That message, along with conveying the company’s leadership position in the spices, seasoning mixes, and condiments markets, also includes a continuing focus on advancing safeguards centered on the long-term vitality of the planet.

The entire building is designed to be Leadership in Energy and Environmental Design (LEED) Gold certified and reflects McCormick’s commitment to sustainability and incorporates locally-sourced, reclaimed wood and an indoor green roof with native Maryland plantings.

All the furniture in the building is non-toxic, chemical-free, and largely comprised of recycled material, according to the company.

McCormick & Company also seeks to promote composting throughout the building by only providing compostable serve ware to employees and implementing an advanced waste management system.

NanoLumens has responded to this demand for more sustainable goods as their LED displays offer reduced power consumption, up to 50 percent reuse of reclaimed materials from previously manufactured goods and a nearly completely recyclable product.