Matthew McNerney on Museum Design

What makes people want to go to museum? How can they ensure they still remain relevant? 
I spend a lot of my time in museums.  They inspire me, inform me and put me into mindsets I wouldn't otherwise be in.  So I wanted to learn more about them.

Episode Summary 
On this episode, I sit down with Matthew McNerney, Chief Creative Officer of Luci Creative, to explore the hidden psychology behind museum design. Matthew has worked on everything from the Lego House in Denmark to presidential libraries, science museums, and even the NASCAR Hall of Fame.

Together, we dive into the ways museum spaces are meticulously crafted to shape how we learn, feel, and interact with history, culture, and ideas. We also discuss the challenges museums face today—from declining visitor numbers to evolving audience expectations—and what it takes to design experiences that are both educational and entertaining.

Along the way, Matthew shares fascinating insights from his career, from how a single professor changed the trajectory of his life to the unexpected lessons learned from working on hospital play spaces. If you've ever been inspired by a museum visit or wondered why some exhibits engage while others fall flat, this conversation is for you.

Guest Biography: Matthew McNerney
Matthew McNerney is the Chief Creative Officer at Luci Creative, a museum and brand experience design firm that works at the intersection of curiosity and change. His work spans a vast array of projects, from designing experiences for the Lego House in Billund, Denmark, to working on presidential libraries, science museums, and the NASCAR Hall of Fame. Matthew’s career in museum design began in an unexpected way — he originally considered becoming a wedding designer before a professor introduced him to the world of exhibition design.

Since then, he has spent over 20 years in the field, crafting experiences that spark curiosity and create lasting impressions. His work is deeply influenced by behavioral science, storytelling, and the psychology of engagement, all of which help him transform physical spaces into immersive learning environments.

Beyond museums, Matthew has also worked on brand experiences, including designing retail environments for New Balance and flagship stores for Tiffany & Co. His expertise lies in creating multisensory experiences that connect people with content in compelling ways. 

AI-Generated Timestamped Summary
[00:00:00] Introduction

[00:01:00] Introducing Matthew McNerney and his work in museum design

[00:02:00] How Matthew got into museum design—pivoting from wedding planning

[00:06:00] The role of museums in shaping collective memory and conversatio

[00:08:00] How museums balance education and entertainment

[00:11:00] The variety of projects Matthew has worked on, from LEGO to NASCAR

[00:14:00] The complexity of designing exhibits that engage diverse audiences

[00:17:00] Museums as the most trusted institutions—but with declining attendance

[00:19:00] Competing for attention: Museums vs. other forms of entertainment

[00:24:00] The challenges of working with subject-matter experts and overcoming "the curse of passion"

[00:29:00] The Mona Lisa effect—why some artworks become pilgrimage sites

[00:32:00] Designing for different visitor experiences and expectations

[00:37:00] Using behavioral science to map visitor engagement strategies

[00:40:00] The hidden barriers that stop people from visiting museums

[00:45:00] The challenge of curating history while staying objective

[00:50:00] Creating curiosity: Making museums a launchpad for deeper exploration

[00:53:00] How Lego taught Matthew a lesson about designing for engagement

[00:55:00] Gamifying museum experiences—how the Cleveland Museum of Art makes learning fun

[00:57:00] The risks and security challenges of modern museum spaces

[01:00:00] Matthew’s favorite museum recommendations

[01:02:00] Where to find Matthew’s work and final thoughts

Links & References

Luci Creative – https://lucicreative.com/

Matthew McNerney’s Website – https://matthewmcnerney.com/

Lego House, Billund, Denmark – https://www.legohouse.com/

Tenement Museum, New York – https://www.tenement.org/

Micropia, Amsterdam –