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Celebrating the Story of
Jack Daniel’s

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

HOK designed a visitor’s center that tells the complete story of Jack Daniel’s and the distillery.

Registered by the U.S. government in 1866 and classified as a National Historic Site, the Jack Daniel’s Distillery is the oldest registered U.S. distillery. 

The visitor’s center celebrates the spirit of Tennessee, its people and the local culture. The exhibits tell compelling stories about Jack Daniel, the distillery and the people who have lived in the hills surrounding Lynchburg’s Cave Spring Hollow. HOK’s design created an intimate experience communicating how Jack Daniel’s whiskey is made and what makes it special, illuminating the company’s long history and deep traditions.

The center contains a theater, the historic White Rabbit Saloon, a retail area and conference facilities. The team also designed signage supporting the distillery tour experience.

Visitors leave with a strong sense of the distinct qualities that make Jack Daniel’s whiskey known and cherished throughout the world.


15,000 sq. ft. / 1,395 sq. m.


Graphic Design
Interior Design
Lighting Design