RECAP: LOU|LEX Green River Design Tour 2026

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5 minutes ago
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Photo by Mickie Winters

July 13th, 2026 | Green River Tasting Room | 3714 West Main Street, Louisville, KY 40204

Design, storytelling, and Kentucky heritage came together as the IIDA Louisville Lexington City Center and WCRE Louisville partnered to host a design tour of the award-winning Green River Tasting Room on Main Street in Louisville.

Originally a former office space, the tasting room was transformed through adaptive reuse into an immersive hospitality destination that celebrates Green River's rich bourbon legacy while honoring the character of the historic building.

"THE TASTING ROOM’S EXTERIOR PRESERVES THE HISTORIC BRICK AND CAST IRON FAÇADE OF WHISKEY ROW,

ENHANCED BY A CUSTOM

HORSESHOE-SHAPED ILLUMINATED SIGN THAT SIGNALS THE BRAND’S PRESENCE WHILE BLENDING INTO THE VIBRANT URBAN STREETSCAPE."

JOSEPH & JOSEPH ARCHITECTS

"THE LOUNGE SEATING AREA FEATURES ORIGINAL ARTWORK AND GRAPHICS FROM THE HISTORIC GREEN RIVER DISTILLERY, CELEBRATING THE BRAND’S HERITAGE ALONG BRICK WALLS, WHILE

VINTAGE-INSPIRED FURNITURE AND WARM MATERIALS CREATE A COZY, INVITING SPACE."

JOSEPH & JOSEPH ARCHITECTS

"A RESTORED SWITCHBOARD FROM THE ORIGINAL DISTILLERY AND A REPURPOSED HIGH-LOW WINE TANK, NOW USED AS

A WATER STATION IN BOTH THE MAIN BAR AND SPEAKEASY SERVE AS UNIQUE HISTORIC TOUCHES THAT CONNECT THE SPACE TO GREEN RIVER’S INDUSTRIAL ROOTS."

JOSEPH & JOSEPH ARCHITECTS

Throughout the tour, attendees experienced how the design seamlessly blends the brand's history with a fresh identity through thoughtfully curated details.

"THE RETAIL AREA SEAMLESSLY BLENDS INTO THE TASTING EXPERIENCE, WITH CUSTOM MILLWORK, BOURBON DISPLAYS,

AND MERCHANDISE NICHES FRAMED BY BARREL HEADS AND WARM LIGHTING. A BARREL HEAD TIMELINE WALL

ANCHORS THE SPACE, HIGHLIGHTING KEY MILESTONES IN GREEN RIVER’S HISTORY."

JOSEPH & JOSEPH ARCHITECTS

"THE TASTING BAR FEATURES A HORSESHOE SHAPE, GREEN TILE DETAILING, AND EXPOSED BRICK THAT CREATE A BOLD, BRAND-DRIVEN CENTERPIECE IN A WARM, INDUSTRIAL SETTING."

JOSEPH & JOSEPH ARCHITECTS

"'SHOOT THE SHOE,' A PLAYFUL BOTTLE-TOSS GAME USING EMPTY GREEN RIVER BOTTLES AND COINS, INVITES GUEST INTERACTION, WHILE ORIGINAL LIGHT FIXTURES AND A DSP-KY-10 SIGN

RECOGNIZING GREEN RIVER AS KENTUCKY’S

10TH OLDEST DISTILLERY ANCHOR THE SPACE WITH HISTORIC CHARACTER."

JOSEPH & JOSEPH ARCHITECTS

"THE PERFORMANCE AREA FEATURES A RAISED STAGE THAT FLEXIBLY FUNCTIONS AS A PLATFORM FOR SMALL LIVE PERFORMANCES OR AS VIP SEATING, CREATING AN INTIMATE AND VERSATILE SPACE FOR MUSIC, TALKS, AND SPECIAL EVENTS."

JOSEPH & JOSEPH ARCHITECTS

"THE SPEAKEASY OFFERS A ROUNDED BAR, BRASS ACCENTS, DARK TILE, AND EXPOSED BRICK, CREATING A RICH SETTING FOR GUIDED SPIRITS SAMPLING, COMPLETE WITH A VINTAGE ROTARY PHONE USED TO GAIN ACCESS. ORIGINAL ARTWORK FROM GREEN RIVER’S HISTORY LINES THE

WALLS, ADDING AUTHENTICITY AND A STRONG SENSE OF PLACE."

JOSEPH & JOSEPH ARCHITECTS

"THE RESTROOMS FEATURE A STRIKING WALL INLAID WITH COINS FROM THE DISTILLERY’S SIGNATURE 'SHOOT THE SHOE' GAME, PAIRED WITH THE SAME GREEN TILE USED AT THE BAR TO CREATE A COHESIVE, POLISHED DESIGN."

JOSEPH & JOSEPH ARCHITECTS

Every element was intentionally designed to create a memorable destination that reflects the spirit of Green River while connecting guests to Kentucky's bourbon heritage.

Following the tour, attendees gained behind-the-scenes insight during a panel discussion featuring the project's architect, Eric Huelsman (Principal, Joseph & Joseph Architects), interior designer, Alyssa Biven (Joseph & Joseph Architects), and senior manager, Jonathon Cecil (Lofted Spirits). Together, they shared the inspiration, collaboration, and thoughtful design decisions that brought the space to life.

Explore the panel discussion questions below to gain deeper insight into the topics discussed.

Panel Discussion Questions:

Topic 1: History, Brand, and Design Vision

Question 1: How did the history and heritage of the bourbon brand shape the overall vision for the tasting room experience?

Question 2: What were the most important stories or values you wanted visitors to experience when they entered the space?

Follow-Up: Can you point to a specific design element that best represents that story?

Topic 2: Collaboration and Design Process

Question 3: What made the partnership between the client and design team successful throughout the project?

Question 4: Can you share an example of a challenge or design decision that required significant collaboration to resolve?

Follow-Up: How did those discussions ultimately strengthen the final design?

Topic 3: Project Successes and Visitor Experience

Question 5: Looking back, what aspect of the project are you most proud of and why?

Question 6: How has the completed tasting room met or exceeded expectations for visitors and stakeholders?

Follow-Up: Have there been any unexpected reactions or feedback from guests that surprised you?

Topic 4: Lessons Learned and Future Insights

Question 7: What is the most valuable lesson learned from this project that you will carry into future work?

Question 8: What advice would you give to designers and owners pursuing hospitality or experiential design projects today?

The evening concluded with bourbon tastings, charcuterie, and networking, providing attendees with the opportunity to connect with fellow industry professionals, exchange ideas, and celebrate exceptional design within Louisville's design community.

A special thank you to Green River Distilling Co. for welcoming our group and providing such a memorable experience. We also extend our sincere appreciation to Eric Huelsman, Alyssa Biven, and Jonathon Cecil for sharing their expertise and offering valuable insight into the vision, collaboration, and craftsmanship behind this remarkable project.

We are also grateful to WCRE Louisville for partnering with us to make this event possible. Finally, thank you to everyone who attended, engaged in the discussion, and helped make the evening a wonderful opportunity to connect, learn, and celebrate exceptional design together.