Morocco Kingdom of Taste at Cremerie de Paris
The Kingdom of Morocco took over the Cremerie de Paris N°1 — probably the world's most iconic pop-up store location, in the heart of the 1st arrondissement, where brands from around the globe unveil their latest creations. Discover the full story and pictures on the official Cremerie de Paris page.
Morocco, Kingdom of, a new ad concept
In 2020, the advertising concept “Morocco Kingdom of…” was imagined. Its mission is to promote the country on two fronts: as a tourist destination, and as the home of many fascinating products.
The wording works on two levels: “Kingdom” conveys political identity and prestige, while “Taste” is a universal emotional trigger — short, memorable, poetic and easy to understand internationally.
Agricultural products play an important role in Morocco's economy — giving birth to “Morocco Kingdom of Taste”.
In 2021, a first Morocco Kingdom of Taste event was organised in New York, at Hudson Yards, with the help of the renowned advertising professional Fizzy Boucetta. In 2025, the country wanted to renew the experience in Paris: the same Fizzy Boucetta flew over and discovered the Cremerie de Paris.
Historic links between Cremerie de Paris and the Royal family of Morocco
There is a historic link between the Sultan of Morocco Moulay Ismaïl / Ismail Ben Cherif (1672–1727) and Louis Léon Pajot (1678–1754), who — at the VB mansion, today the Cremerie de Paris — organised the postal services from this exact location three centuries earlier.
Even though the Sultan never came by in person, he indirectly knew Pajot, who helped Morocco with maritime logistics. Pajot had extensive know-how in postal connections, and his organisation also carried correspondence between Moulay Ismaïl and King Louis XIV.
Moulay Ismaïl is a direct ancestor of King Mohammed VI, through the ancient Alaouite dynasty.
According to legend, His Majesty King Mohammed VI is in Paris frequently and has seen several Cremerie de Paris pop-up stores.
A spectacular Pop Up Store
The pop-up store was imagined by Ghita El Ghorfi (CEO, Morocco Foodex), the aforementioned Fatima Ezzahra Boucetta, Jade Kohen and Nabil Afa, from the agency K Events Maroc.
K Events Maroc had the good idea to benefit from the entire month of December, so the exhibition caught the attention not only of many Parisians, but also of a large number of international tourists — Paris being a major tourist destination between Christmas and the New Year.
A TV studio set up in the basement of the Cremerie de Paris documented the pop-up every day. All over the country, people were watching the event on TV.
Morocco, a pioneer in modern advertising
The packaging of Morocco's agricultural products is amazing.
Morocco also loves the expression “Visit”: VisitMorocco.com is one of the best-designed tourism sites in the world. Many cities use it too — VisitAgadir.com, VisitBeniMellal.com, VisitMarrakech.com, VisitRabat.com — inspiring VisitParis01.com to come alive.
- 📢WhatMorocco Kingdom of Taste — a destination Pop Up at Cremerie de Paris.
- 📍WhereCremerie de Paris N°1 · 11 rue des Déchargeurs — angle 15 rue des Halles, 75001 Paris
- 🚊Getting thereChâtelet–Les Halles (RER A·B·D, M1·4·7·11·14), exit N°1 Marguerite de Navarre
- ✨Did you know?A place tied to the child Louis XIV, Coco Chanel and the first Paris internet café — where Steve Jobs once came by.
The Morocco Kingdom of Taste Pop Up was so spectacular, it turned into a permanent “online”
Tourist Attraction
When a Cremerie de Paris Pop Up Store is well done, something unique comes with it. The Expo becomes part of the history of a landmark that is a crossroads between past and future — the same place that saw every Bourbon King of France walk through its courtyard at VB (Hôtel de Villeroy-Bourbon) was, at the very dawn of the Internet, an avant-garde Internet café. The Morocco Kingdom of Taste Pop Up Store continues to be admired from the homepage of VB.com — the only "two-letter dot-com" in the world connected to a Pop Up Store / Museum location. Thus Morocco Kingdom of Taste becomes an online tourist attraction on a prestigious "Visit" tourism website. Internet Users and Paris Lovers will keep discovering the Morocco Kingdom of Taste event through time.
“Morocco Kingdom of Taste” — the concept film promoting Morocco as a destination and as a land of flavours.
How the Morocco Kingdom of Taste pop-up store was built at Cremerie de Paris.