Helen Divjak

Helen Divjak is director of exhibit development at Luci, an award-winning experience design studio for museums and brands.

She has more than 20 years of interpretive experience, working with museums in both the United States and internationally. In her new role at Luci, she leads the exhibit development team, emphasising thoughtful storytelling and intellectual curiosity.

Divjak joined Luci in summer 2025 at a pivotal moment as the studio solidified its role in shaping the future of museum engagement. Luci’s fresh approach integrates behavioural science, emotional intelligence, and cutting-edge technology to create deeply meaningful, responsive, and emotional experiences.

"Throughout my career, I've always been passionate about creating museum experiences filled with joy, wonder, and reflection. It’s my dream job," said Divjak. "I’m thrilled to build that dream with Luci, who understands that powerful storytelling can truly shape communities and inspire future generations."

Matthew McNerney, chief creative officer at Luci, said: "Helen brings the perfect mix of strategic vision and creative heart. From a national pool of exceptional candidates, she stood out immediately. Her bold thinking, collaborative spirit, and deep belief in visitor-led design mirror Luci’s own values. She’s a developer who thinks like a designer."

AJ Goehle, Luci’s CEO said: "From our very first conversation, Helen’s deep commitment to meaningful storytelling and emotional resonance was clear.

"Her leadership and mentorship are already empowering our exhibit team, reinforcing Luci’s collaborative spirit and dedication to unforgettable, impactful design."

Before joining Luci, Divjak has had roles at Thinc, the London Transport Museum, the UK’s National Army Museum, and the Museum of History & Industry in Seattle.

One person who nominated her said Divjah “leads exhibit development with a rare blend of intellectual rigor, creative empathy, and global perspective”.

They added: “With over 20 years of experience across museums, science centers, and major cultural institutions, Helen has helped shape some of the most thoughtful and emotionally resonant visitor experiences in the industry.”

Another said: “Her background is grounded in deep expertise, a reverence for story, and a fierce commitment to emotionally resonant visitor experiences.”