Luci, an award-winning experience design studio for museums and brands, has announced the appointment of Helen Divjak as its new director of exhibit development.
Divjak brings over 20 years of exceptional interpretive experience to the studio, working with museums in both the United States and internationally. In her new role, she leads Luci’s exhibit development team, emphasising thoughtful storytelling and intellectual curiosity.
Her approach aligns with Luci’s mission to craft imprint experiences: extraordinary, unforgettable moments that resonate deeply, transforming how visitors see themselves and their place in the world.
“Luci had been on my radar for a while before I joined the team,” Divjak says. “I’ve watched the studio grow over the years, and had long been curious about the momentum it was building. In a design field traditionally dominated by men, joining forces with strong women was a big draw.”
‘Meaningful storytelling & emotional resonance’
Divjak joins Luci at a pivotal moment as the studio solidifies 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,” says 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, says: “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.”
“From our very first conversation, Helen’s deep commitment to meaningful storytelling and emotional resonance was clear,” says AJ Goehle, Luci’s CEO. “Her leadership and mentorship are already empowering our exhibit team, reinforcing Luci’s collaborative spirit and dedication to unforgettable, impactful design.”
Divjak’s career has included pivotal roles at Thinc, the London Transport Museum, the National Army Museum in the UK, and Seattle’s Museum of History & Industry (MOHAI). She is based at the Luci New York office and works with clients and teams across the studio’s three nationwide locations.
Luci announced the launch of its new studio in New York City last September. As the company’s fourth studio in the US, this expansion enables it to better serve its growing client base, access the region’s large talent pool and vendor network, and establish new business alliances on the East Coast.
