Morocco Kingdom of Taste at Cremerie de Paris
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 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.
According to legend, His Majesty King Mohammed VI is in Paris frequently and has seen several Cremerie de Paris pop-up stores. There is also a historic link between his ancestor — the Sultan of Morocco Moulay Ismaïl / Ismail Ben Cherif (1672–1727) — and Louis Léon Pajot (1678–1754), who lived in this very mansion (today the Cremerie de Paris) and organised the postal services from this exact location three centuries earlier.
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 Marco.com.
A TV studio documented the pop-up every day. Morocco also loves the expression “Visit” to promote the country — check out VisitMorocco.com.
- 📢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 beautiful it became part of Cremerie de Paris History
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.