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In partnership with Geometry and Gradient, Cadence has provided design, fabrication, and installation and dismantle for the multi-city event since 2018. Covering over 11 stops across the country, the consumer experience immerses consumers into the story of the four Beam iconic brands – Knob Creek, Basil Hayden, Maker’s Mark, and of course – Jim Beam. Themed around 19th century railcars which transported product across the country, attendees interact with bourbon experts, explore each of the brands, learn about the distillation and the cocktail craft.

Cadence produced the initial tour assets for Basil Hayden and Knob Creek under an extremely tight turnaround, paying special attention to the creative detail but keeping an eye on packing and setup for a successful tour. The Knob Creek Stillhouse was built with hewn rustic lumber, fireproofed, and aged to have a clean, vintage look. The exterior panels were faux finished by our team of artists to accurately represent the patina and mold on the actual building in Kentucky.

For Basil Hayden, our designers carefully curated samples of copper laminate and copper finishes to match the particular hue of the Basil Logo. Custom wallpaper, a bottle chandelier, and a backlit bottle wall served as focal elements of the space. All the elements were packed on specially designed carts to make for quick load-in and setup.

Other elements were created to carry the theme across all the spaces – a ‘Welcome to Kentucky’ trainstop, tall street signs, entrance, and a ticket booth for registration.

Project Highlights

  • Designed from conceptual sketches, including renderings, construction drawings
  • Modified concept to optimize setup and have modular elements for flexibility
  • Engineering drawings and stamps for NYC
  • Truck pack optimization
  • Tour asset storage
  • Setup and program management for installation and dismantle
  • Touring labor for install
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