Clickspring has garnered top honors in the Best Permanent Corporate or Retail Installation category for its design of Jack Daniel’s White Rabbit Bottle Shop, located within the Jack Daniel’s Visitor Center in Lynchburg TN. The distillery receives over 250,000 visitors a year with the goal of having them “arrive as friends, and leave as family,” and the Visitor Center provides a platform for launching and ending visitor tours. Part of an on-going effort to enhance visitor experience, Clickspring combined new technologies and aged materials to design the new bottle shop, bottle customization area, and visitor gallery to communicate the tradition of whiskey craftsmanship.
The project combines charred wood accent walls, maple ricking details, a planed oak log cash-wrap, and a bottle wall forming a portrait of Jack himself. Historic bottle displays and large-format monitors work together to celebrate the brand’s evolution while connecting Jack’s friends around the world — at the White Rabbit Bottle Shop, visitors are completely immersed in a perspective on the world’s most popular American whiskey. While this project was created by the New York-based design firm, its success, note officials, “is indebted to the talents and collaboration of a larger project team including the Brown-Forman Jack Daniel’s client, Jones Lang Lasalle, Tuck-Hinton Architects, Messer Construction, 1220 Fabricators, Trinity Video Communications and FotoFX.”