Case Study:

Enabling LACMA to:

Increase footfall to their exhibition.

Boost monthly gift shop sales by $49k and upsell other exhibitions.

Improve staff productivity, by removing the need to manage the wait line.


  • “It’s introduced a tremendous change and it’s a great revolution on how an exhibition can be experienced. Qudini is part of the exhibition. It’s equally as important as the exhibition itself. The individuality that Qudini provides is immeasurable.”
    Alex Valenzuela | Technology Representative LACMA
  • “After sign-up I often see customers saying how cool the system is. Customers are surprised that it can be so easy, even the elderly!”
    Alex Valenzuela | Technology Representative LACMA

Client Profile

Situated in Los Angeles, California, the Los Angeles County Museum of Art (LACMA) holds a distinguished collection of Asian, Islamic, medieval, Latin American, European, and modern art.


In 2015, LACMA held an exhibition on James Turrell’s experiential light works. The ‘Breathing Light’ or ‘Ganzfeld’ exhibition was a thought-provoking and atmospheric exhibition that required particular conditions: only eight visitors were allowed inside every 10 minutes in order to create a calm, contemplative and spacious atmosphere.

With these time constraints and the predicted popularity of the exhibition, LACMA was concerned about the possibility of very long, mundane and uninspiring queues.



LACMA began working with Qudini to ensure a seamless queuing experience from the exhibition’s launch date.



• LACMA placed an iPad kiosk next to the ticket office. Customers wanting to visit the exhibition were invited to enter their name and mobile number to join a virtual queue.

• Customers received a confirmation SMS with their estimated entry time, as well as an interactive live countdown link. This changed to several bright colours to match the theme of the ‘Breathing Light’ exhibition.

• Just before the customer’s entry time, they received an SMS telling them to go to the entrance and provide their name to a member of staff with a tablet.

  • How Qudini improved the exhibition experience at LACMA
  • Improving the customer experience at LACMA
  • How Qudini improved the exhibition experience at LACMA


  • Results Icon

    Increased sales

    The improved waiting experience and increased efficiency enabled the museum to sell more exhibition tickets and process more visitors in less time.

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    Increased gift shop sales

    With so many customers free to wait around the museum, most of them would visit the LACMA gift shop, leading to $49k of additional monthly gift shop sales.

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    Increase upsell

    Ticket staff were able to upsell tickets to other exhibitions whilst customers waited to see the James Turrell exhibition.

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    Returning customers

    The digital queue was often over three hours long, yet no customer had to wait in a physical line for more than 10 minutes. With such a pain-free waiting experience, LACMA saw many customers returning to the exhibition on multiple occasions.

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    Sales boosted by word of mouth

    Customers told friends and family about the fantastic waiting experience increasing footfall to the exhibition.

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    Reduced resource requirements

    Previously, multiple staff were required to manage the queue to ensure customers did not block fire exits. With Qudini, one guard with a tablet was sufficient.

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