Let LuzidLab Creative Collective Illuminate The Way


“What’s in a name?” Juliet asked in one of Shakespeares’ great works, Romeo & Juliet.

Well, for us, there is quite a bit of meaning infused into our name. Give us a moment and we’ll explain what we mean and why it matters:

Luz is the Spanish word for light. Light is the medium we use to create work and tell our clients’ stories. We produce projects that come to life as projections, animations, digital interfaces, screens or online media. And while our collective hails from locations around the globe, we are based in Barcelona, Spain. Spanish is the 4th most spoken language in the world and we thought it only appropriate to give our thanks to the country we have made our home.

We are a lab; we are driven to deliver progress through experimentation, research and discovery – by shining a light on areas that have previously been in the dark. Coming up with new solutions to existing challenges is what we thrive on. Challenges like the transition from the physical to the digital realm. Many other design agencies and virtual platforms tend to create 1-on-1 translations of physical (architectural) spaces into virtual representations. But there is one often overlooked aspect of the physical space that is not, and cannot, be translated; the “white noise”; background chatter, footsteps, conversations, the wind, the smells… The lack of these not-so-insignificant variables causes an eerie and cold feeling when engaging in these environments. We, as a lab, are on a mission to find hybrid forms of the physical vs. digital experience. We search for that place between the architectural space and the user-interface where the visitor feels comfortable yet is able to explore and experience those spontaneous moments.

Luz in Luzidlab logo with light shining through on the right side

“What’s in a name? That which we call a rose
By any other name would smell as sweet.”

– Romeo and Juliet, Act 2 Scene 2

Luz in LuzidLab logo with light shining through

Finally, we aim for lucidity in our thinking and our work. We solve problems by looking at them from different angles, to find clear, achievable solutions. Our mission is to use the same design thinking and problem-solving skills that we employ for commercial clients and apply those to addressing the social dilemmas faced by societies today.

We are a collective brought together by the shared desire to do good in this world, to design a positive future for all. Through the work we take on, we constantly consider how we, as a singular collective, are able to make that positive change in ways both big and small through working with brands that are making a meaningful impact, engage with the community by education and entertainment (edutainment), and helping cultural institutions bridge the gap between the physical and digital world.

We are in the early stages of building LuzidLab and this runway for tackling projects that deal with the serious issues of social justice, poverty, climate change and equal human rights for everyone. These will come in time because lasting, postiive transformation is a gradual process. We at LuzidLab are in it for the marathon, not the sprint.

Join us on our mission to create meaningful experiences that will benefit our world.