The James B. Beam Distilling Company (JBBDCo.) campus, formerly known as the Jim Beam campus, has been renowned among bourbon enthusiasts and novices alike as the birthplace of bourbon. For eight generations, the Beam family has crafted their iconic American whiskey along the extensive bourbon trail in Clermont, KY.
Studio Name: Bergmeyer
Design Team: Angela Dewar, Eric Kuhn, Mike Davis, Maria Montas, Stan Kubinski, TJ DiFeo, Joe Vecchione, Katie Hood
Area: Hospitality
Year: 2021
Location: Louisville, KY
Consultants: Colburn & Guyette Consulting, Commercial Construction Company, Fiskaa Engineering, Greenbaum Associates, L.A. Fuess Partners, LOVE Creative, OJB Landscape Architecture
Photography Credits: Luke Hayes Photography
Other Credits: Hartranft Lighting Design, Stys Hospitality Initiative, WorkFlow Interiors, Land Design & Development, Inc., Shawmut Design and Construction
Recognizing the opportunity to appeal to a new generation of bourbon lovers while preserving the historical brand, Beam Suntory embarked on a multi-phase renovation of its campus. The goals of the renovation included creating an innovative visitor experience, improving operations and environmental conditions, introducing the brand to new generations, and consolidating the family of American whiskies under one roof.
To transform the campus into an immersive tour that would attract and retain visitors, the JBBDCo collaborated with creative agency LOVE and Bergmeyer. LOVE sought a partner who shared their vision for the campus and was dedicated to creating an unforgettable customer experience. Bergmeyer’s expertise in designing immersive experiences in retail, hospitality, and cultural spaces and their understanding of the essence of the JBBDCo. brand made them the perfect architectural partner for the project.
Together, the teams worked on the architectural design of the American Outpost campus visitor experience, the Fred B. Noe Distillery VIP experience, and The Kitchen Table restaurant, among other areas of the campus. The result is a contemporary customer journey that preserves the historical brand while appealing to a new generation of bourbon lovers. The renovated campus is poised to attract and retain visitors for years to come.
