John B. Sanfilippo & Son Inc. Lobby Heritage Exhibit
John B. Sanfilippo & Son Inc., Elgin, IL

The 90 year history of an iconic American company started by an Italian immigrant, now encompasses the main lobby entrance of the John B. Sanfilippo headquarters in Elgin, IL. This impressive organization has grown into the largest provider of nuts in the United States, and is active in over 70 countries throughout the world.

Luci Creative was hired to manage the project from start to finish, including the research, planning, concepting, designing, fabricating and installing this new lobby exhibit dedicated to exploring the story of this family-run business. Since the company considers all of their employees as family, the new lobby was to be an inviting space that welcomed visitors, employees and vendors alike into their “home”.

The Sanfilippo stake-holder team was lead through our Story Mapping process to focus the big idea for the exhibit and drive the design. This story framework was also used to determine and align messaging, events, photographs, videos, graphic panels and artifact displays. Photos, text panels and artifacts were placed on the credenza-like shelves made of pecan wood, to mimic the table displays of photos that family members might have at home.

The “Nut Map” of the world was our way to dramatically demonstrate the company’s vertically integrated involvement and worldwide leadership in the nut industry. Thousands of real Sanfilippo nuts from all over the world were used to create this map which was fabricated and installed by our sister company, Ravenswood Studio.

“The Luci team really took the time to learn about our project and asked tons of probing questions to stir the creative process. The end results married their creativity and our story into an amazing display.”
– The John B. Sanfilippo family


  • Creative Strategy
  • Story Mapping
  • Content Development
  • Space Planning
  • Environment Design
  • Graphic Design
  • Fabrication
  • Installation