Digital integration that brings storytelling to life — and tastemakers to the table



The challenge

We were tasked to design, develop, and deploy a high impact digital ecosystem at Michter’s visitor center and distillery in downtown Louisville KY. The mission was to elevate the brand to best-in-class status: activating strategic areas across the venue with the goal of wowing guests so they spend more time on site, and leave with an enriched cultural understanding of the bourbon-making experience.


The solution

To accomplish the design objectives, we installed a technology plan that brings a connected immersive, dynamic content and acoustics ecosystem to life - reflective and expected of a premium, luxury environment.

  • Digital signage that welcomes guests and is a vehicle for both education and signature brand moments during tours
  • Screens across the bar and kitchen for brand storytelling
  • Dynamic audio and video control system that brings all AV together

Best of all, the system is set up for the Michter’s team to manage and update themselves so the content experience can reflect the various events and happenings with purpose and ease.


The results

The ultimate outcome is a beautifully designed and meticulously integrated experience that continues to earn its right as a stand-out destination for visitors and locals.  Bourbon lovers are not only in for an exceptional treat, but a stunning visual experience across the environment.  The array of digital activation continues to bring storytelling to life — and tastemakers to the table — to discover the 2023 Most Admired Whiskey in the World [by Drinks International].