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:   (00:00) Luci's growth from 2 to 52 team members  (05:56) Creating tr...