In Episode 25 of Lighting Matters, CEO AJ Goehle and Executive Creative Director Kevin Snow of Luci Creative explore how light becomes memory, shapes narrative, and adds value in museum design.
Luci’s journey is impressive: starting with just two team members in 2011 and growing to 52 as of today, the Chicago-based firm specializes in immersive exhibits across history museums, science centers and cultural institutions. They talk about how “transportation moments” are created, when light, shadow and gaze align so visitors suspend disbelief and enter another world.
They discuss not only the artistic but the strategic side of museum lighting: how budget allocation, client education, and well-executed “before and after” transformations can deliver substantial ROI.
By integrating theatrical lighting concepts early, tying light to visitor experience, and aligning budgets with impact, the Luci team illuminates how to unlock the full power of light as a narrative device and value-driver, not just a finishing touch.
Listen to the whole episode here.