Nelson’s Green Brier Distillery
Interiors
The adaptive reuse and renovation of four historic warehouse bays in Marathon Village, revamped the Nelson’s Green Brier Distillery hospitality experiences, offices, and production facility. Through a comprehensive design vison, specific branding and storytelling goals, and a team driven to create one-of-a-kind experiences, the design team accomplished the creation of a cohesive hospitality facility. Each piece of program works together to support the brand story and functions collaboratively to make unique experience opportunities possible.
Awards Year | 2024
Project Statement
Transformation of Nelson’s Green Brier Distillery was driven by the timeless design of the brand’s Tennessee Whiskey label, the diverse history of the family business, and their legacy in the world of whiskey. Increasing popularity created a need for developing additional patron opportunities, expanded staff facilities, and increasingly more efficient production operations all while working in the constraints of existing warehouses dating back to the early 1900s. The highly sought after tourist destination, doubled their usable footprint in the historic Marathon Village complex with a complete renovation of their 50,000 square foot facility to put more focus on a hospitality driven hub for the locally rooted, historic brand. Footprint growth of each existing use and the addition of multiple revenue producing programmatic elements supports the brand and it’s endeavors to expand and become a hospitality destination in Nashville for locals and tourists alike.
Near to the heart of the owners, is the story of the family whiskey and the extraordinary path that brought them to it. Working closely with the client and learning about special moments in their history drove unique design solutions and ultimately a distillery that stands out among the rest. Storytelling saturates each amenity with intentional, layered, and educational experiences for patrons. The design team also encouraged celebrating the building history alongside the history of the brand by reopening skylights and preserving visuals of the handmade bricks. Collaboration with the Nelson’s Green Brier team prompted a brand specific design approach that incorporated rich and authentic elements throughout the hospitality facility’s diverse spaces. These moments can be seen in the use of brand inspired finishes, custom metal gates, story specific art installations, and uniquely crafted tour path exhibits throughout.
Framework for Design Excellence Narrative
Nelson’s Green Brier Distillery clearly exhibits three principles of the AIA Framework for Design Excellence. Integration is key to the success of an operational distillery. The balance of beauty and function can be used as a driving scale for each half of the space. Where the distillery thrives on function in order to operate at the highest capacity, it also was specifically coordinated to create meaningful visual moments from dining and private dining experiences. The tour path that weaves through both production and hospitality strikes a balance between both as patrons delve into the world of Green Brier Whiskey. The hospitality driven spaces throughout the facility tip more heavily towards the beauty end of the scale while still balancing the high functionality required by a sought-after tourist destination. Each view, finish selection, furniture piece, and fixture were curated to tell the brand story and enhance the visitor experience.
Economic value was discussed throughout the planning, design, selection, and construction phases of this renovation. The client was making a large investment in the company and therefore wanted to be set up for long term success. This manifested itself in a multitude of event venues that complimented each other to create infinite options for each unique event that might present itself. The inclusion of programmatic elements that change function throughout the day and throughout the seasons invites both the surrounding neighborhood and visitors from across the country to experience a variety of culinary, musical, and whiskey inspired events all year round.
Much of the initial design for this project took place during COVID and prompted a great deal discussion on change. While property values in and around Marathon village were increasing, the anticipated foot traffic was also projected to increase drastically by the completion of the construction. This led the design team to create adaptable spaces primed for a plethora of programs to take place. The event operations team expressed interest in investing in quality furniture that would replace previously rented options for the many events that were slated to occur in the now tripled event space options throughout the facility. In response, the furniture package was compiled of flexible solutions with longer warranties being a priority. This would provide the team with high quality pieces to create each event’s vision while maintaining a functional beauty that would last in each unique space.
LEED/Green Certifications
Photo Captions
2 - Planning diagrams highlight how important historical ties and future program spaces might be organized in the building.
3 - Pre-renovation photos highlight each varying warehouse bay, it’s specific structure, the obtrusive ducting systems, and the myriad of uncoordinated spaces throughout the facility.
4 - The floor plan denotes the complete designed facility with production spaces showing green and the hospitality spaces, gold.
5 - Exhibits showcase the family and brand history both in an abbreviated public facing display and a ticketed museum portion that starts the tour path. The section showing Bays A & B highlights the vaulted ceilings and large volumes that lent themselves to being part of the entry experience for patrons.
6 - The latter portion of the tour path showcases the aging process within the barrels just prior to the tasting portion that wraps up the tour.
7 - Tours begin and are let out into the mercantile and gift shop portion of the space. With whiskey at the center of the merchandise an expansive curved wall and gates were designed to hold over 900 bottles and allow for security of the space after business hours.
8 - The restaurant, a focal point from the street, highlights the story of the original distilling site in Greenbrier, Tennessee. Images of original aging warehouses grace custom metal panels alongside custom glass sculptures that pull inspiration from the spring that produced the original Tennessee Whiskey 100 years earlier.
9 - A visual tie to the distilling process was important to the design team and to the client. This is showcased with a 50-foot span of glass and lighting to highlight the still and fermenting tanks.
10 - The Oak Room is the premier event venue in the facility, allowing for 200 guests and is outfitted with complete lighting, sound, and visual capabilities.
11 - Niche revenue opportunities were designed within the space to allow for VIP areas and multiple catering and bar options throughout.
12 - The Private Distiller’s Room is surrounded by the barrel aging warehouse and allows for a 40-person seated dinner along with a variety of other programmatic options.
13 - The Whiskey Garden creates an unexpected indoor/outdoor space within the facility. With the perk of an operable skylight this lounge can function year-round.
14 - Paired with the Whiskey Garden is the most exclusive moment in the facility. The Cooper’s Club boasts full acoustic performance and audio-visual recording capabilities for those niche events and musical moments.
15 - Those overseeing the many operations of this facility needed equally intentional office spaces. Both production and hospitality staff have unique workplace solutions to aid in the operation of Nelson’s Green Brier Distillery.
