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Storytelling Through Design: A Whiskey History

Jack Daniel’s Distillery Visitor’s Center
Lynchburg, Tennessee, USA

Lovers of fine whiskey cherish the Jack Daniel’s Distillery in Lynchburg.

HOK designed both a visitor’s center and signage for the distillery experience.

The center features exhibits that celebrate the heart of Tennessee: the music and crafts, the stories and life of the people who live in the hills surrounding the Hollow. The story of Jack Daniel is told, as is the history of the distillery. Other exhibits look at how Jack Daniel’s Whiskey is made and what makes it unique. 

HOK’s work focused on bringing a more ordered, polished and intimate view of the process of making whiskey while illuminating the long history and deep traditions surrounding this special place. The visitor joins in celebrating the distillery and leaves with a greater sense of the qualities that make Jack Daniel’s known and cherished throughout the world.


15,000 sq. ft. / 1,400 sq. m.


Exhibit Design