Charles P. Reay

Jack Daniels Visitor Experience

Merit Award
Jack Daniels Visitor Experience, HOK Studio E

The Jack Daniels Distillery is internationally known and described through its advertising, which depicts a bucolic hollow and an immutable, rural, picturesque community. The design challenge was to fit a new visitor center into the sylvan hollow and to create a facility that felt like it "has always been there." The center contains pre-tour and post-tour facilities, a theater, a historic bar, a retail area, and special facilities for conferences.

HOK Studio E
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