Nelson’s Green Brier Distillery

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.