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Jim Beam lights up the holidays with projection mapping display

Bourbon giant Jim Beam has transformed a barrel rackhouse at its flagship distillery in Clermont, Kentucky, into a nine-story 3D canvas for a multimedia digital signage celebration that it says is 'as bold as Jim Beam itself.'

December 18, 2015

Bourbon giant Jim Beam has transformed a barrel rackhouse at its flagship distillery in Clermont, Kentucky, into a nine-story 3D canvas for a multimedia digital signage celebration that it says is "as bold as Jim Beam itself."

Featuring digital projection mapping tech and imagery, 3D animation and special effects that highlight more than 220 years of Jim Beam tradition, the holiday lights spectacular marks the first time a spirits company is using projection mapping technology to create a fully, immersive visitors experience, according to Jim Beam.

"When I heard we were going to go big for the holidays, I wasn't really sure what it meant," said seventh generation Jim Beam master distiller Fred Noe in the announcement. "Well this light show is pretty darn big. Jim Beam and our fans around the world have a new holiday tradition to look forward to."

Building on the brand's "Light Up the Holidays" campaign, the dynamic display uses advanced 3D mapping technology, lighting, sound, shadows and animation to showcase the Jim Beam legacy. What's revealed when the walls of the 24,000-plus barrel rackhouse are visually folded back is a carefully choreographed, bourbon-inspired holiday gift that lights up the brand's flagship distillery.

"Jim Beam is known for being bold and embracing innovation," said Gigi DaDan, senior director of Jim Beam. "The combination of music and technology together with the rich history and heritage of our brand allows our fans to experience the Jim Beam legacy in a whole new way."

The dynamic illumination event debuted for a special event on Dec. 10 and will continue Dec. 18, 19, 21, 22 and 23, from 5:30–7 p.m. EST at the Jim Beam American Stillhouse at 526 Happy Hollow Road in Clermont. A variety of holiday activities, including live ice sculpting, holiday carolers and fresh-pressed apple cider, also are planned during show dates. Guests of legal purchase age can toast the season with cocktails crafted with Jim Beam Apple and Jim Beam Kentucky Fire.

Beam's agency partners at Geometry Global and Pearl Media created the 3D digital projection against the contours of the rackhouse to deliver a turnkey visual installation just in time for the holidays, the announcement said.