Why does museum lighting deliver 10x ROI compared to other exhibit elements? 
 
AJ Goehle, CEO of Luci, and Kevin Snow, lighting and set designer, discuss the critical role of theatrical lighting in museum exhibit design. The Chicago-based firm has grown from 2 to 52 team members since 2011, creating immersive visitor experiences across history museums, science centers, and cultural institutions. They explore how strategic use of light and shadow creates "transportation moments" that suspend disbelief. "What I think is really great- what you light, and where you light it, and how, where you tell people to look," Snow explains about directing visitor attention. The conversation covers budget strategies, client education through precedent trips, and transformative before-and-after case studies. Both emphasize lighting's exceptional return on investment for creating memorable museum experiences.  

In This Episode:  

About the show:  
Lighting Matters is hosted by Lisa Reed and Avi Mor. In each episode, we’ll dig deep into the meticulous process of creating lighting design for architecture, showcasing industry leaders who balance artistic creativity with technical precision, and listen as they share their successes and challenges in architectural lighting design.  

Resources: 
AJ Goehle LinkedIn https://www.linkedin.com/in/ajgoehle/ 
Kevin Snow LinkedIn https://www.linkedin.com/in/kevinsnowluci/ 
Luci lucicreative.com 
Lighting Matters Podcast LinkedIn https://www.linkedin.com/company/lighting-matters-podcast/ 
Lighting Matters Podcast YouTube Channel https://www.youtube.com/channel/UCbLkEKnB8XgSXoeDY0T8t3w 
Lisa Reed  https://www.linkedin.com/in/lisa-j-reed-b198154/  
Reed Burkett Lighting Design http://www.rbldi.com 
Avraham Mor  https://www.linkedin.com/in/avrahammor/ 
Morlights  https://www.morlights.com/