The $5.2MM Jim Beam Urban Stillhouse project was to be a premier tourist destination on 4th Street in downtown Louisville, Kentucky including a working still and bottling line as well as a consumer tasting venue and retail experience. To launch the Stillhouse, our friends at JSH&A were charged with creating a buzz for a Grand Opening Celebration that would include Beam employees, sales/distributor representatives, VIPs from relevant industries and networks (tourism/travel, spirits, Beam family members, government officials, KDA, DISCUS) and consumers.
The design of the building includes bold signage that combines urban sophistication with rural heritage, and the front of the Stillhouse profile is made of a 75% closed perforated metal. A special Urban Stillhouse Select “Steel Stamped” Kentucky bourbon was developed for the Stillhouse, with deckled-edge labels that wrap around the bottle with hand-stamped bottling information and a wax-seal logo.
Our job for this event was to convey some of this historic, handcrafted feel along with the industrial, modern touches in the architecture of the building in a special invitation and signage, while working within the Jim Beam brand guidelines.