Designing Trust: How Immersive Museums Transform Financial Literacy with AJ Goehle (Ep. 85)
What if learning about money felt more like play than pressure? What if the spaces we walk into could quietly reshape how we think, feel, and act?
In this episode, Nicole Romito sits down with AJ Goehle, CEO and Co-Owner of Luci Creative, to explore how immersive museum experiences can reshape financial literacy and community trust. They discuss the launch of the MoMoney museum in Dallas, designed to make money approachable through interactive storytelling. AJ explains how museums drive economic vitality, build civic confidence, and create “magic circles” that encourage engagement.
The conversation highlights how thoughtful design can transform intimidation into curiosity and confidence.
AJ shares:
- How immersive design makes financial literacy approachable for all ages and experience levels
- Why museums rank among the most trusted sources of information in America
- How projects like MoMoney blend storytelling, economics, and hands-on learning
- The concept of “magic circles” and how shared rules shape engagement and behavior
- How museums fuel tourism, strengthen districts, and support long-term community vitality
- And more!
Resources:
Connect with Nicole Romito:
Connect with AJ Goehle:
About Our Guest:
AJ Goehle is the CEO and Co-Owner of Luci Creative, an internationally recognized experience design studio that partners with museums and cultural institutions to create immersive, story-driven environments. With a background in museum and experiential design, she leads teams across multiple cities in developing projects that blend storytelling, strategy, and visitor engagement. AJ serves on the Board of Directors for the American Alliance of Museums and has been named a Global Top 50 Museum Influencer. Her work centers on designing meaningful imprint experiences that build curiosity, strengthen community trust, and make complex topics more accessible.
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