Danny Ruberg, Sustainability Director, Nashville Office Lead, Joseph & Joseph Architects

In an interview with Invest:, Danny Ruberg, Nashville office lead at Joseph & Joseph Architects, discussed the firm’s recent growth, the evolving Nashville market, and the role of technology and sustainability in adaptive reuse. “There’s a beauty in the contrast between old structures and modern innovations,” he said.

What have been the key milestones for the firm over the past year?
We’ve recently hired two additional employees, which is significant growth for us as a smaller office. We continue to receive more projects in the region, and that steady increase in work is exciting.

One major milestone is a project at Nashville Yards. I previously worked on that development for several years, so returning to it now is incredibly meaningful. We are also working on several local projects across Tennessee.

Another of our major projects is in Asheville, North Carolina, a regional milestone that shows how our footprint is expanding beyond Nashville. Additionally, an Event Center project we are working on at Origin Park in Clarksville, Indiana, has officially broken ground and is under construction. That’s another exciting step for us.

Which industries are currently driving the most activity for your team, and what does that say about the market?
The major sectors fueling our work right now are distilleries, hospitality, adaptive reuse, and parks. Distilleries continue to be a core area of work both locally and regionally. We have a long history with distilleries, dating back to our first one in 1909.

Alongside this work, hospitality has been a strong driver, and we are also engaged in a lot of adaptive reuse and preservation work. For example, we are reviving a historic hotel in Gainesboro, Tennessee, which is the kind of project I love because of my passion for sustainability. Reusing existing buildings is one of the most sustainable actions we can take. 

We are also seeing growing interest in park-related projects and hope to continue expanding in that direction.

Personally, and as a firm, we believe some of the best architecture emerges when restoring existing buildings. There’s a beauty in the contrast between old structures and modern interventions — when a space retains its historical character on the outside but offers something unexpected or innovative within. That juxtaposition often leads to the most compelling results.

What key trends are currently shaping the architectural landscape across Nashville?
One of the biggest forces is the city’s massive growth. Large-scale developments, like Nashville Yards, continue to evolve, with new buildings coming online and integrating with public spaces. This kind of master-planned development is a major driver and will continue to be as they complete the tenant build-outs. I am also happy to see the large-scale developments still focusing on how to integrate the developments with parks and green spaces. And while there has been a lot of attention on new construction, there is also a renewed interest in how to repurpose the city’s existing building stock. As larger companies relocate to newer spaces, the question becomes: what happens to the buildings they leave behind? That’s a big opportunity for the city moving forward.

The hospitality sector is another key driver. With so many people traveling to and staying in Nashville, there’s a continuing need to support that market. There’s also a strong overlap with the distilling industry and the region’s rich history with spirits. Tourism, experience-based spaces, and brand storytelling feed into each other and help influence how architecture takes shape in the city.

How does the region’s history influence architectural priorities, if at all?

The strong sense of community and storytelling inherent in the southeast often translates into designs that foster public engagement and celebrate local identity. This ensures our buildings are not just functional, but also meaningful contributions to the ongoing narratives of each city and the broader regional landscape. Growing awareness of the environmental impact of development, fueled by past resource extraction and a desire to preserve natural beauty, makes sustainable design and site-sensitive solutions key priorities in all our projects. The legacy of Southern vernacular architecture, with its emphasis on passive cooling, shaded porches, and durable local materials, naturally informs our sustainable design strategies and reflects a tradition of building with longevity in mind.

How are you leveraging technology and innovative tools?
One of the biggest tools we are using now, especially in adaptive reuse projects, is a highly advanced 3D scanner. We use it to scan both the exterior and interior of existing buildings, which gives us a highly accurate starting point.

From that scan, we generate a point cloud that allows us to build a 3D model. It’s a much more precise and efficient method than traditional measuring, and it’s become an essential part of our process for working with existing structures.

We are also using various AI programs to streamline workflows. Many of these tools help us analyze sustainability metrics and environmental data, everything from siting a building to understanding its form and performance. That data guides our design decisions and helps us optimize for sustainability.

In addition, AI has helped speed up some of the more tedious parts of the process, freeing up more time to focus on design and innovation. Ultimately, these tools help us deliver better project outcomes.

What challenges is the architecture and design industry facing, and how is your firm addressing them?

In Nashville, one of the biggest challenges is transportation. It’s encouraging to see the mayor’s transportation plan moving forward, and we’re especially interested in contributing to projects that support that vision. Continued growth here depends on improved infrastructure.

More broadly, the industry is still grappling with construction and material costs. Prices can be unpredictable, and that affects project planning. To address this, we involve contractors or cost estimators early in every project. That way, we can get accurate cost estimates from the start and update them at each milestone.

This proactive approach helps us, our clients, and our consultant team stay on the same page. It reduces the risk of surprises and keeps projects on track, even in a volatile market.

What are your goals and key priorities for the next couple of years?
We’re excited to pursue more local projects and continue growing our presence in Nashville and nearby communities.

One of our main goals is to maintain a healthy mix of project types, including distilleries, hotels, adaptive reuse, parks, and other public spaces. That balance helps create a great work environment and positions us for long-term success.

As we approach the three-year anniversary of opening the Joseph & Joseph Nashville office, I understand how essential our team is. The priority moving forward is to grow our talented staff so we can ensure we deliver top-quality results on every project.
We are particularly excited about contributing to Nashville’s evolving urban fabric and creating thoughtful, impactful architecture that strengthens communities in Tennessee and beyond.

How are you looking for opportunities to enhance the community through impactful architecture?
Origin Park in Clarksville, Indiana, is a great example. It’s part of a 430-acre master plan, and we’re currently working on the Event Center, which is a key part of phase one. This facility will serve as a catalyst for the entire park and for the broader region, providing a venue for community events and gatherings.

As the park expands, it will offer a range of outdoor activities, and the Event Center will act as a hub. Architecture is playing a key role in shaping that experience, creating places for people to connect with each other and with nature.

Sustainability is a major focus for the Origin Park project. We aim to lower both operational and embodied carbon, and the design itself helps communicate that commitment. That’s something we strive for in all of our community-driven projects, using architecture to facilitate engagement and showcase environmental responsibility. 

Another example is our hotel project in Gainesboro, Tennessee. This project will honor the soul of the city by transforming a historic landmark into a place of meaningful connection, thoughtful design, and true Southern hospitality.