Tree House Saratoga Springs Wins First Place for VMSD's 2026 International Visual Competition Awards

AS TREE HOUSE BREWING looked toward opening a new location in Saratoga Springs, the goal for designers was to take the brand’s outdoorsy, camp-inspired aesthetic and translate that into a “refined retail spirits display rooted in nostalgia, discovery and craftsmanship,” according to Joe Vecchione, Associate, Senior Architect, Bergmeyer.

Beyond the concept development, custom millwork designs, material selections, spatial planning and lighting, Bergmeyer handled the visual merchandising strategy as well as the design for the execution of a custom in-store spirits and provisions journey. The importance of balancing Tree House’s merchandising of high-volume product with an engaging brand experience helped fuel the strategy, and a modular shelving system equipped with integrated lighting allowed for product hierarchy and a pleasing visual rhythm.

For more on the award-winning project with VMSD, read here.