Craft cocktails, local art, and budding community all intersects at the Distillery of Modern Art (DOMA). A fully functioning whiskey distillery, Founder Seth Watson created this concept as a means to marry his dual passions for hospitality and spirits. It's an incubator in more ways than one; from producing award-winning whiskey to supporting artists with a zero commission model and offering event space for small businesses without a fee, Seth’s creation supports the Chamblee community on hyperdrive.
“To move a scale in any direction,” Seth says, “You need somebody willing to take a risk.” He’s always been that person, which is why his professional life is marked by an entrepreneurial spirit dedicated to personal passions and enhancing the experiences of others.
Shortly after college graduation, Seth realized working for someone else wasn’t for him, and he struck out on his first venture. His event production company thrived for twenty years in Atlanta and cemented Seth’s respect for design and keen understanding of curating impactful experiences.
Artistic expression is at the heart of DOMA. The subjectivity of human experience anchors one’s experience of art, and Seth came to learn, one’s experience of spirits as well. He traveled over the country to various distilleries, offering free labor for the chance to observe the production process and learn all he could. One of his biggest takeaways was that the enjoyment of a sip of spirit can’t be boiled down to cost or where the grains are grown. Ultimately, opinions are completely individualized, just like a piece of art. “In making a good spirit, it’s both art and science,” Seth says. Thus, his concept was fully formed to create a space that did not exist. And where better to open than Chamblee.
Chamblee’s local government provides responsiveness and excitement toward local businesses. They assist with zoning and logistics, and the location is ideal, near two major highways and a MARTA station. Seth and his family live nearby in Brookhaven, and Chamblee’s artsy, up-and-coming vibe is the perfect match for such an ambitious project.
Contributing to the local community is top of mind: the residents, the artists, and fellow entrepreneurs. “I believe when we work together that there's opportunity for everyone,” he says with conviction. Even the state as a whole is invested in, as the grains for their spirits are all grown on a farm in South Georgia.
One of the most inspiring aspects of DOMA is its commission-free model for the local artists it showcases. The art gallery rotates every six weeks and serves as an incubator for the next generation of new talent. You don’t need to be previously shown to earn a spot here, and when a piece is sold, every cent goes to the artist. “I would feel so terrible going to bed at night saying that I support the arts, and in the end, all I'm doing is trying to take some money out of their pocket," Seth says. He walks the walk when it comes to true community impact. He has a vision for his space and Chamblee, which elevates the city for everyone.
A massive part of DOMA’s success rests on the shoulders of Head Distiller Matt Greif. Seth selected him after over forty interviews, determined to find the perfect match, the “yin to his yang.” Matt’s cordial Midwestern vibe blends well with Seth’s East Coast energy, and the two have collaborated with a combination of expertise, vision, and verve.
Walking into DOMA is a full sensory experience. "The building is designed for the customer experience first,” Seth shares. The scent of cooking grain wafts through the air, epic art pieces adorn the walls, and a lovely cocktail bar provides the ideal spot to try their signature spirits. Every Friday, Saturday, and Sunday, the bar is open regardless of the event calendar. Local organizations host yoga classes, flower arranging workshops, and even specialty tastings. DOMA is also an ideal venue to rent out for your own events. Corporate parties and personal milestones can be celebrated in a wholly unique environment with ever-changing decor and a mission to believe in.
The Distillery of Modern Art does much more than deliver award-winning spirits surrounded by stunning local art. It catalyzes the community, offering space for other brands to build through exposure and events, demonstrating a truly collaborative model. "The thoughtfulness and the intention in what we're trying to accomplish...it's something that they can actually believe in,” Seth explains.
Trusting relationships are at its core. It’s rare to happen upon a business with pure intent, and Seth and his team deftly demonstrate that success is at its finest when it shares the spotlight generously, amid a gutsy concept that just clicks. Grab a drink at the bar, peruse the gallery, and join the community. They’re just getting started.
... every cent goes to the artist. “I would feel so terrible going to bed at night saying that I support the arts, and in the end, all I'm doing is trying to take some money out of their pocket," Seth Watson