Heartwood is a new $16 million, 30,000 SF tourist destination originated by the Virginia Department of Housing and Community Development and designed by Spectrum Design out of Roanoke, Virginia. A remarkably original tourist attraction, Heartwood will showcase the talents of the region's diverse community of artisans and musicians while enticing visitors to explore and support Southwest Virginia's wealth of cultural, natural, and commercial attractions. 

Heartwood's complementary programs—regional visitor center, artisan retail gallery, music venue and dining establishment—presented the perfect opportunity for 1717 Design Group to create a immersive shopping experience. By integrating all of the programs into a single experience rather than isolating them, visitors have the opportunity to make personal connections with the featured artisans and musicians, the crafts they practice, and the region they call home. Interpretive displays are situated side-by-side with the retail displays. The open architecture of the floor plan also allows the music and dining venues to be integrated into the experience. Visitors are encouraged to pause and enjoy the music, a meal, a cup of coffee, or a glass of wine without leaving the atmosphere of the galleries. 

 See more about the project at 1717 Design Group and Heartwood.

Role: Graphic / Exhibit Designer | Employer: 1717 Design | Photos © 1717 Design