Jameson

Our Relationship

Jameson Distillery on Tour brought one of the world’s most recognisable whiskey brands into a uniquely South African setting. The project came to us through Pavillion Projects, who manage the direct South African relationship with Jameson.

Our relationship with Pavillion Projects is built on trust and a shared standard for delivering high-quality experiential work in demanding live environments.

The Challenge

We were tasked with executing the build and physical implementation of the Jameson Distillery on Tour experience at the Castle of Good Hope in Cape Town.

The scope included production planning, technical coordination, fabrication oversight, lighting integration, installation execution, supplier management, and onsite operational support throughout the build process.

A key requirement was ensuring that the Jameson brand could live within the Castle environment without overpowering the architecture, history, or atmosphere already present within the space. This required careful planning around guest movement, branded installations, lighting treatments, and the practical realities of building inside a heritage venue.

The solution

We executed the build with a focus on spatial accuracy and practical production planning.

The project began with a focused site walkthrough to understand the venue’s entrance routes, tunnel systems, courtyard spaces, access points, and guest movement patterns. Scanning technology was used during this phase to capture the venue more accurately, allowing the broader team to work with point cloud data, Gaussian splats, and spatial planning models before production began.

These digital outputs supported the development of layouts and production drawings. They also helped guide decisions around branding placement, guest movement, and lighting within the existing architecture.

Our build execution included:

• Branded tunnel entrances
• Illuminated arch structures
• Wall branding
• Courtyard logo installation
• Bar environments
• Tasting spaces
• Guest gathering areas
• Triple Triple tasting environment

Throughout the project, we worked closely with Pavillion Projects, BuildingPoint SA, Atomi, Nexus, and the wider supplier network to align technical requirements, existing Jameson assets, production timelines, and onsite installation needs.

A large amount of the work happened before guests arrived. Spatial testing, production planning, supplier coordination, technical drawings, lighting integration, and onsite problem-solving all played a role in creating an environment that felt considered once doors opened.

Watch