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/ 

Hosts Avi Mor and Lisa Reed take the Lighting Matters podcast on location to the IES conference in Anaheim, conducting rapid-fire interviews with five leading lighting professionals. The episode explores how lighting designers advocate for their profession across different practice models - from integration firms to nonprofits to global studios. Violet Estes of Cantara Design discusses bridging the gap between lighting design and home automation. Nick Albert reveals his Light Equity initiative helping LA wildfire victims access professional lighting design. Shoshana Segal challenges the industry to stop preaching to the choir and educate broader audiences. SmithGroup's Paige Donnell explains internal advocacy within integrated firms. IES Fellow Paul Gregory shares decades of wisdom on creating emotional connections through light. "You don't see the column, you just see the light that bounces off it," Gregory explains. Each conversation reveals different approaches to the same fundamental challenge: proving lighting's essential value. 

 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: 
Violet Estes, Senior Lighting Designer, Cantara Design, Cantaradesign.com 
Nick Albert, Principal, Chromatic, wearechromatic.com 
Shoshana Segal, Principal, Hartranft Lighting Studios, HartranftLighting.com 
Paige Donnell, Principal, SmithGroup, Smithgroup.com 
Paul Gregory, President & Founder, Focus Lighting, focuslighting.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/ 

Why are expensive light fixtures often the wrong choice for better spaces? 
 
Margaret Cavenagh, Managing Director at Perkins & Will Chicago, discusses her evolution from residential lighting basics to managing complex architectural lighting at a global firm. Drawing from 20 years at Studio Gang and recent transition to Perkins & Will's 2,500-person practice, she explores budget-conscious lighting strategies and cross-disciplinary collaboration. Cavenagh emphasizes that "it doesn't have to be expensive to still have high quality impact" when discussing cost-effective approaches to architectural lighting. The conversation covers circadian rhythm standards, restaurant lighting psychology, and maintenance considerations. Her perspective on integrating lighting designers early in the process rather than at design development reveals how strategic thinking prevents costly mistakes in educational and healthcare projects. 

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: 
Margaret Cavenagh [email protected] 
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/ 

 "If someone would say we have $1 million for finishes but no lighting designer, or $600,000 with a lighting designer - I choose that second one every day of the week." - Karen Herold 
 
Interior designer Karen Herold of Studio K joins hosts Lisa and Avi for an in-depth discussion about the critical relationship between interior design and lighting. With 25 years in hospitality design, Herold shares insights from her work with notable restaurateurs and her philosophy that "lighting makes or breaks every project." The conversation explores how lighting creates emotional environments, the challenge of selling lighting design services to clients, and innovative approaches like rechargeable table lamps changing traditional restaurant lighting strategies. Herold emphasizes the collaborative nature of successful projects, stating "if you don't light it correctly, you might as well not design it" - echoing Steve Wynn's design philosophy that has guided her career from Vegas casinos to mountain resorts. 

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: 
Karen Herold www.studiokcreative.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/ 

"No amount of photometric studies is gonna tell you how it's actually gonna perform until you actually see it at 10 o'clock at night." - Rob Reuland 
 
Avi Mor of Mor Lights and Lisa Reed of Reed Burket Lighting Design reflect on their first year hosting Lighting Matters, outlining their evolved mission to advocate for lighting design as the fourth essential visual profession alongside architects, interior designers, and landscape architects. They discuss the critical need for unified industry advocacy through organizations like IES and IALD. "Why would you create something new when there's already brand recognition?" Mor asks about working within existing structures. The hosts examine how lighting gets overlooked by major design organizations and their strategy to bring lighting conversations to broader industry events. Reed emphasizes that quality lighting design isn't about project size but about "meeting the visual needs of the people occupying that space." 

 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: 
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/ 

 "No amount of photometric studies is gonna tell you how it's actually gonna perform until you actually see it at 10 o'clock at night." - Rob Reuland 
 
What happens when someone starts taking out trash at 17 and becomes a principal at one of Chicago's leading landscape architecture firms? Rob Reuland from Site Design Group joins hosts Lisa Reed and Avi Mor for a fascinating exploration of how lighting and landscape professionals must collaborate to create truly exceptional spaces. "I couldn't agree more that landscape architecture is so misunderstood," Rob admits early in the conversation. "A lot of people do think it's just about plants, but we do so much more." From hardscape detailing to community engagement to serving as therapists between consultants, the profession demands far more than plant knowledge. 

But here's where it gets interesting for lighting professionals. Should the industry push for "lighting architect" status instead of "lighting designer"? Rob's perspective from the licensed landscape architecture world offers compelling insights. The conversation tackles Chicago's disastrous LED streetlight conversion - a $280 million project completed without lighting design input that resulted in harsh, glaring fixtures. "It just drives me crazy that it went LED, but to some 6,000K the brightest white thing you can possibly imagine," Rob reflects. They dive deep into the five principles of responsible outdoor lighting, tree uplighting challenges, and why the new lighting standards focusing on human health rather than foot candles represent a massive shift for the profession. 

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: 
www.site-design.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/ 

Thank you to our sponsor Lumen Pulse: https://www.lumenpulse.com/ 

"A 50,000-hour fixture, if it's on 24/7, like in many municipal buildings or hospitals…it won't even last six years." - Anne Kustner-Haser 
 
Anne Kustner Haser, President of AKLD Lighting Design joins hosts Lisa Reed and Avi Mor to tackle the urgent challenge of lighting maintainability in an industry where "lifetime" LEDs often fail within years. Drawing from three decades of experience designing for hospitality, retail, and high-end residential projects, Anne challenges manufacturers' assumptions about fixture longevity while advocating for serviceable components. "How sustainable is a fixture if you throw it away in seven years because you can't maintain it?" she asks, highlighting the disconnect between energy savings and total lifecycle costs. 

The conversation delves into practical strategies for project longevity, from remoting drivers to specifying spare fixtures. When a Wisconsin seminary expects lighting to last 65 years while tech companies expect the same from their buildings, how do we design accordingly? Avi, Lisa, and Anne explore maintainability ratings, controls ownership, and stocking strategies that keep spaces illuminated for decades instead of years. For professionals who want lighting that works as long as the spaces they illuminate, this episode offers crucial insights into the industry's looming "tsunami of maintenance."  

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: 
Anne Kustner Haser LinkedIn https://www.linkedin.com/in/annekustnerhaser/ 
AKLD Lighting Design www.akld.net 
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/ 
Thank you to our sponsor Lumen Pulse: https://www.lumenpulse.com/ 

Why are architects who collaborate with lighting designers winning more ambitious clients? 
 
Architect Michael Byrd of Core10 Architecture in St. Louis shares his journey from skeptic to advocate for professional lighting design. "We bought an existing firm and thought we knew everything," he admits. Yet as projects grew more ambitious, his team discovered critical blind spots. A high-end restaurant renovation gone wrong forced them to confront their limitations. Who would have thought dimming LEDs could cause such client distress? The emergency call to lighting designer Lisa Reed saved the project and transformed their approach forever. Through standout examples—a glass-clad bank that glows at night, a 1950s building renovation where lighting changes made immediate impact—Byrd demonstrates how professional lighting elevates both spaces and photography. 

The conversation tackles practical challenges lighting professionals face daily: when to bring designers into projects, how to convince cost-conscious developers, and the frustration of maintenance issues when non-matching replacements destroy carefully crafted lighting schemes. For lighting designers seeking to expand their client base, Byrd offers invaluable perspective on making your case to architects. "We're getting better projects, more ambitious clients," he explains, directly attributing this growth to embracing lighting expertise. This episode isn't just informative—it's ammunition for your next client meeting. 

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: 
Michael Byrd, CCS CCCA AIA LinkedIn 
CORE10 Architecture 
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/ 

Why are 90% of lighting designers making a critical mistake by not designing the control systems for their projects? 
 
Tune in as Avi Mor and Lisa Reed speak with Brett Andersen and Kenny Schutz of Focus Lighting. What sets them apart? Their innovative business model combining design with procurement expertise. Both Brett and Kenny trace their paths from theatrical lighting to architectural design, revealing how theater's "ultimate deadline" mentality shaped their approach. Focus Lighting's dedicated lighting lab—a 25' x 25' two-story space with seven line sets—serves as their testing ground, where Brett insists: "Seeing is believing." The episode, sponsored by Lumen Pulse, underscores why lighting designers must control system specification rather than leaving it to engineers who "call their favorite rep." 
 

Later the discussion shifts to procurement challenges and the heavy responsibilities involved. Kenny warns designers considering this path that "your motivation has to be in the right place." Memorable project stories abound. Kenny recalls positioning lights beneath a T-Rex skeleton, while Brett shares how his park design transformed disconnected Dallas neighborhoods into vibrant community spaces. Could lighting design be the most influential but overlooked factor in architectural success? The episode closes with reflections on IALD membership and Brett's deceptively simple advice: pick up a fixture every day. Their parting wisdom? Lighting matters—not just aesthetically, but in how we experience our built environment.  

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: 
[email protected] 
[email protected] 
Focus Lighting 
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/ 
Thank you to our sponsor: 
https://www.lumenpulse.com/ 
https://www.linkedin.com/company/lumenpulse/ 

How did the Smithsonian cut lighting energy usage by 80% while actually improving visibility and preservation? 
 
Tune in as Avi Mor and Lisa Reed speak with Scott Rosenfeld, lighting designer at the Smithsonian American Art Museum and Renwick Gallery. Scott shares his 30-year journey from theater lighting to museum environments, revealing how he "handcrafts" light for 5,000 luminaires across 125,000 square feet. We explore the critical intersection of technology and artistry, as Scott details how he's reduced energy consumption by 80% while improving quality through innovative LED implementations and sophisticated control systems. 
 
The discussion delves into the profound impact of thoughtful lighting design on museum experiences, from commissioning challenges to long-term maintenance. Scott has even collaborated with the Department of Energy, and explains the integration of lighting with IT infrastructure, and introduces the iPOP framework for understanding visitor experiences. Lighting shapes human perception, emotional responses, and accessibility—revealing that  lighting truly matters in creating meaningful environments for diverse audiences. 

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: 
Design Matters Podcast  https://designmattersmedia.com/ 
Smithsonian American Art Museum  https://www.si.edu/museums/american-art-museum 
Scott Rosenfeld LinkedIn  https://www.linkedin.com/in/scott-rosenfeld-fies-77b84412/ 
Smithsonian Institution  https://www.si.edu/ 
[email protected] 
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/