10/06/2026
We’re feeling nostalgic as ArtPrize came to a close this past weekend, so it's story time...
14 years ago – almost to the day – thousands of lanterns lit up the sky over Grand Rapids and almost nobody knew who was behind it.
Back when 8THIRTYFOUR was still 834 Design & Marketing, a project landed on our desk that no one wanted to touch. The risks were obvious: thousands of people, open flames, a downtown full of rooftops, and a timeline of about six weeks. Our crazy selves saw the possibilities, not the risks.
So, Lights in the Night was born. In about a month we planned it and ran media, logistics, design, volunteer coordination, setup, social, and a hundred other things. We got through it on blood, sweat, tears, and a crew of die-hard team members.
On Friday, September 28, 2012, thousands of people lined the Grand River, each with a lantern and a lighter. Launch was set for 8:00. By 7:50 the excitement got the better of the crowd, and rogue lanterns were already drifting toward the rooftops.
By the time the air horn sounded, the bridges were glowing and Ah-Nab-Awen Park was alight. Then the sky filled with thousands of teetering stars, rising over the city until the wind swept the whole fleet south. We can’t explain the feeling of seeing this happen in real time – it may have been the coolest, most beautiful thing our team has ever been part of.
We won awards, the media coverage poured in, and the event landed in the ArtPrize Top 10 but hardly anyone knew we were behind it, and that's just how we like it.
We'll always be grateful to the amazing women who helped pull off the impossible. This was a once-in-a-lifetime experience, and we'll be carrying it with us for 14 more years and beyond.
(We obviously had to bring a team photo out of the vault for this one)