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“2-Year Museum Master Planning Project by Luci Creative Includes New Exhibits, Interactive Media and Artifacts”

Saturday, August 26 marked both the reopening of the First Division Museum and the 1st Infantry Division’s centennial anniversary of World War I. Luci Creative, a museum master planning and exhibit design firm, led this first ever redesign.

“We were hired to redevelop the holistic museum experience with a contemporary design approach that inspires a deeper connection between visitors and the individuals who serve our country,” said A.J. Goehle, Director of Strategy and Design, Luci Creative. “We believe the new designs, layered media and interactives will bring the public closer to understanding and relating to the stories of our military and believe that it will leave a long-lasting impression.”

Luci Creative led the museum’s master planning and exhibit redevelopment, including the creation of a new 2,500-square-foot exhibit, Duty First, an update of the 10,000-square-foot existing exhibit, First in War, along with a new lobby experience.



The Duty First gallery will be a permanent exhibit where visitors learn about the missions performed by the 1st Infantry Division, with much of the story being told through the voices of soldiers and veterans. Luci Creative’s innovative design solution takes the 50-year contemporary story and breaks it into five mission-based exhibit zones: Deterrence, Battle, Peacekeeping, Counterinsurgency, and Military Assistance. In each zone, visitors interact with artifacts, exploratory digital content, media simulations, a virtual reality immersive film, and a compelling narrative that highlights the exhibit’s three themes: Our Soldiers, Our Division, and Our Missions.

Check out Military & Weapon Tech 360 Degree Video Collections

Luci Creative also reimagined the First Division Museum’s First in War gallery. The permanent exhibit tells the Division’s story from its creation in 1917 through the Vietnam War. The exhibit includes new graphics, thematic environments, and films that amplify soldier experiences in WWI, WWII, the Cold War, and the Vietnam War.

Collaborating with media and interactive partners, Northern Light Productions, Unified Field, Brave New Pictures, Elbe Creative Partners, and Creative Technology, Luci Creative developed cutting edge media, including a virtual reality film, and interactive installations. These elements allow visitors to interact with soldiers, virtually experience a raid in Iraq, and witness a simulated battle from the Gulf War. The exhibits help visitors connect and empathize with the soldier experience: covering everything from battle to training, and everyday life.

Luci Creative examined the visitor experience at the museum and acted as the content lead, overseeing research, scripting, writing and production of all elements in the museum, including 140 media and interactive elements and 363 unique graphics. Ravenswood Studio fabricated and installed the exhibits and Chicago’s Pepper Construction served as the general contractor.

“It’s very important to tell the 1st Infantry Division’s story since the Vietnam era,” said Paul Herbert, executive director, First Division Museum. “Our new exhibits show the many missions our soldiers and armed forces perform around the world every day. Visitors can encounter, question and form their own views about our military, past and present. An informed and engaged public is vital to our common defense.”

The museum will open directly following the 11am ribbon cutting and stay open until 8 pm on August 26. Regular hours are 10 am to 5 pm, Tuesday through Sunday. In November and December, the museum closes at 4 pm.

Museum admission is free with paid parking: $5 on weekdays, $10 on weekends through September. Parking is $5 every day starting in October, and free on the first Wednesday of every month.

More information is online at and

About Luci Creative:
Luci Creative is a full-service exhibit design firm that develops and produces compelling exhibits and spaces for museums, cultural institutions, and corporations.

We are a team of experts who specialize in all aspects of creative strategy, environmental design, graphic design, interactive development, and implementation. We believe that a successful experience must be informative, engaging and exciting. By amplifying our client’s story and translating them into three-dimensional experiences through the use of our multi-faceted services, we captivate, enlighten and entertain audiences like never before. For more information, please visit

About the First Division Museum at Cantigny Park:

The First Division Museum, part of Robert R. McCormick Foundations, promotes public

learning about America’s military heritage and affairs through the history of the “Big Red

One”—the famed 1st Infantry Division of the U.S. Army. It stands in tribute to all who

have served our country in the armed forces. The Robert R. McCormick Research

Center, open to the public, houses the museum’s library, archival and photo collections.

Visit the First Division Museum online at

Author: VR Reporter

I am a hi-tech enthusiast, VR evangelist, and a Co-founder & Chief Director at Virtual Reality Reporter!

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