Sagamore Spirit Distillery Experience
The vision of Sagamore Development, owned by Under Armour CEO Kevin Plank: create an exceptional visitor experience at the Sagamore Spirit Distillery for the new premium whiskey Sagamore Rye, and to re-establish Maryland as a distilling leader and pioneer.
To be successful we needed to do more than exhibit design. We needed to build a brand identity for the first distillery in Baltimore charged with reinvigorating a sense of understanding and pride for Maryland’s forgotten heritage of crafting American whiskey.
We immersed ourselves in the culture of the Sagamore developers, Under Armour, and the history of Baltimore and Maryland. We became an extension of their team and key driver for the many stakeholders, the architects and a myriad of vendors. Solid Light assisted in the creation of their brand identity and lead the distillery visitor experience design, taking the project from renderings to the fabrication and installation of each design element.
But creating a space that looks the part isn’t enough. To truly have an impact on visitors, we needed to share stories of the people of Maryland’s past. Our research team went to Maryland, found historical documents and images, and spoke with historians to understand what distilling in Maryland looked and felt like in its heyday. We used the findings of our original research to create interpretive graphics and interactive media elements, including a digital map of Maryland and Baltimore distilling throughout history. By blending the historical with the contemporary, we were able to tell the stories of Baltimore’s distilling pioneers in a way that resonates with today’s audiences.
The result? A dynamic distillery experience that creates a cohesive expression of Sagamore Spirit and what it means to be authentically Maryland. Visitors leave not only having tasted exceptional rye whiskey but also gaining a deep understanding of the history of Baltimore and Maryland’s distilling tradition. The Sagamore Spirit love story for Maryland inspires visitors to discover, return and continue the tradition.