NASHVILLE — The landscape of Nashville’s hospitality scene has been permanently transformed with the official opening of Dolly Parton’s SongTeller Hotel and its crown jewel: “Dolly’s Life of Many Colors Museum.” Behind the immersive, 20,000-square-foot exhibition is the award-winning design and production studio AOA, which has finally unveiled the two-year journey required to translate the country icon’s legendary life into a physical, walk-through experience.
Serving as the sole creative and production partner, AOA collaborated closely with Dolly Parton, her niece and Executive Director Rebecca Seaver, sister Rachel Parton George, and creative director Steve Summers. The result is a seamless journey that begins with a recreation of the humble cabin where Parton was born in the Great Smoky Mountains and culminates in a high-tech virtual performance, charting her meteoric rise from rural Tennessee to global stardom.
“We didn’t want to build a museum that felt like a museum,” said Erin McCollum, Principal Concept Designer and Creative Lead at AOA. “We wanted guests to feel like they were walking through Dolly’s actual memories. Each exhibit acts as an immersive, unique patch on the coat of Dolly’s life.”
The logistical challenge was immense. The museum was carved into the third floor of an existing office tower—a space not originally designed for such a purpose. AOA managed the project’s entire lifecycle, from architectural oversight and interior design to the technical integration of more than 300 artifacts. Among the highlights is a detailed recreation of the “Wishy Washy” laundromat, where Parton met her late husband, Carl Dean, now housing the debut public display of her wedding dress.
To maintain the narrative flow, AOA wove Parton’s own autobiographical narration throughout the experience, synchronizing audio, lighting, and media to ensure the environment shifts to match the emotional weight of each chapter of her life. The finale of the tour utilizes cutting-edge, perspective-corrected virtual performance technology, allowing guests to witness a “live” stage performance that blurs the line between physical and digital spaces.
“Dolly approached this project the way she’s approached everything in her career—with heart, but also with real work ethic,” said Mike Ostendorf, CEO and Co-Founder of AOA. “Our job was to match that: to build something emotionally unforgettable that was also delivered on time, on budget, and built to last.”
Beyond the museum, AOA’s team also served as the owner’s representative for the broader 240-room SongTeller Hotel, ensuring that Parton’s signature spirit of storytelling permeates the entire property. With the doors now open, fans from around the world can finally step inside the “Coat of Many Colors” that is Dolly Parton’s storied career, brought to life with precision, glamour, and the intimate detail of a life lived in the spotlight.
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