About us

Lume Labs is a London based creative studio. We work with companies to develop their online voice, producing engaging content, delivering useful advice and assisting with strategic planning. We combine structured thinking and technical savvy with a love for storytelling and the arts to create marketing solutions that are inspiring.

Lume was started by Emilia Spitz and Linda Uruchurtu, the editors/creators of the The Ballet Bag, one of the most stylish dance webzines on the blogosphere. They have been named among the “100 Best Arts Tweeters” by The Times and singled out for praise by everyone from Time Out London to The Wall Street Journal and Vanity Fair.

Through Emilia and Linda’s diverse range of personal interests, and humanities-meets-hard-science backgrounds, Lume Labs is truly the embodiment of the remix culture and able to deliver creative thinking across the board.


Emilia is a Brazilian anglophile who has been living in the UK for 15 years. A former investment banking lawyer with 12 years’ experience, she swapped drafting contracts and legal reports to pursue more creative outlets. With her editorial skills and artistic sensibility, Emilia now dedicates her time to Lume and dance webzine The Ballet Bag.

Besides being an art lover, Emilia is also passionate about travelling, surfing, martial arts and foreign languages (trilingual English, French and Portuguese).


Linda is the resident techie and web nerd at Lume, always keeping tabs on the current online trends. When it comes to digital, she's the right port of call for all your questions on "how to", "where" and "why".

A certified multi-tasker with a PhD in physics, she brings her superb organisational and research skills to every project. A curious mind by nature, Linda loves to read, learn and to make things: from dabbling in a bit of coding to Photoshop, from photography to illustration, and everything inbetween.