NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?

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Beatrice Witzgall: Founder & CEO of LumiFi 

My NativeAdVantage:


Award-winning architect and lighting designer Beatrice Witzgall is the founder and CEO of LumiFi, a design and technology-centric company enabling people and businesses to unlock the full potential of connected lighting through a new lighting control software. Fascinated with the properties of transformative spaces that respond to people's activities and functions, Witzgall founded LumiFi in 2014, in an effort to bring sophisticated and smart lighting to everyone. She fulfilled her vision by creating an intuitive app that enables users to experience fully composed and individualized lighting scenes, by turning on and altering the tone of light in rooms with a simple tap of their smartphone. LumiFi’s patent-pending algorithm generates lighting scenes by applying different values of lighting to different fixtures in one user-friendly interface.

With over 15 years of experience in the industry, Witzgall has worked on over 120 worldwide architectural projects alongside some of the world’s most renowned architects including Frank Gehry and Steven Holl. A number of her projects have been recognized by industry leaders as unique examples where lighting went beyond functional aspects and was used to define the identity, mood and brand of an environment. Major projects include the New York Olympic and Jets Stadium proposal, Frank Gehry’s Novartis Headquarters, Taikoo Hui in Guangzhou, and various casino hospitality projects in Las Vegas, Atlantic City and Macau, as well as the 2010 Lumen Award-winning Lincoln Center Renovation in New York City.

As a trained architect, lighting designer and former digital media teacher, Witzgall is driven by the rapidly expanding lighting design and technology field that stands at the forefront of modern architectural creativity. German-born Witzgall holds a Masters of Architecture from the University of Braunschweig, Germany, and later completed a graduate program in Architecture at the Rhode Island School of Design. In 2007, she founded her own design company called I3D, Inc. allowing her to blend her architectural experience of lighting into visual designs achieving the client’s image objectives.

What do you do best?

Creating, designing and having a vision for what potentially comes next. I also have a lot of discipline, passion and perseverance to pursue my dreams and overcome any obstacles in my way.

What makes you the best in your industry?

Nobody is ever the best. I’ve had the opportunity to work on many amazing and award-winning global projects that required a combination of hard work, talent and being in the right place at the right time. It takes passion, intelligence, strategic thinking, perseverance, relationship building, a great team supporting my mission and a little bit of luck.

What are your aspirations?

I aspire to create a successful company that impacts people’s lives and fosters meaningful experiences out of transformative environments. I would love to find a balance between work, love, friends, and having some “me” time. This balance is needed to live a happy and fulfilling life.



"The best way to predict the future is to invent it." - Alan Kay


Smart entrepreneurial and inspirational people such as Elon Musk, Richard Branson, as well as Ghandi fascinate me. But first and foremost my friends who inspire, support and love me!


Some of my favorite places are St. Barts Island, Hong Kong, Newport, Rhode Island, and even my current home New York City. I enjoy being on a boat or relaxing on a beach, or even that moment on a plane between different worlds— leaving one and entering the potential unknown. There are many places or moments that can take your breath away from riding the white water at Victoria Falls, to observing hippos in Krueger, to standing in Monument Valley.


Beautifully crafted artwork, textured leather handbags, sexy high heels or a piece of timeless jewelry. And then of course there’s a great meal, wine, cocktails, a boat, plane or my bed.


Most of my passions and hobbies involve the ocean. I love sailing, which helps me detach and de-stress. Otherwise I love the city lounge and cocktail scene as it’s the ideal setup for fun, relaxed social interactions in stylish settings.

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