The Phase One Welcome Center for Nearest Green Distillery was a journey in storytelling and innovative problem-solving. Successfully executing this design was essential, as it provided the initial impression for early visitors of the distillery, the brand, and the legacy of Nearest Green as a whole.
Our Solution
I again employed a three-pronged solution approach.
- A Personal Narrative: Narrate the story of the greatest whiskey maker the world never knew.
- A Brand Narrative: Highlight the journey of the fastest-growing whiskey brand in the country
- A Hidden Story: Pay tribute to the materials used by Nearest Green that helped pioneer the now-famous Lincoln County Process.
Through clear and impactful messaging, we convey to visitors that they are in the presence of the “Godfather of Tennessee Whiskey,” experiencing “The Whiskey 160 Years in the Making,” while also “Cementing the Legacy of Nearest Green for Future Generations.”
For the Upstairs Mezzanine, I drew inspiration from the Legacy Museum in Montgomery, AL, particularly the memorial dedicated to victims of lynching. The spires that rise from the ground symbolize the enduring resilience of Nearest Green, the brand, and our community as a whole. The walls are adorned with articles that celebrate the brand’s history.
In the retail space, I began with a backdrop of slate tiles, representing the charcoal used in the filtration process. The live-edge shelves, supported by sugar maple wood from the Lincoln County Process, together create a forest-like backdrop that honors the origins of the whiskey-making process.
