At the Houston Museum of Natural Science, guests can stare into the gaping mouth of a 53-foot megalodon and admire the raw power of a prehistoric beast. For many onlookers, it's like stepping into another world — a sensation that Logan Beck ’09, the imaginative creator of this primal exhibition, first discovered at Rice University. At Rice, Logan’s passion for visual arts and hands-on creation sparked a journey blending creativity and innovation. Today, he leads a Houston team that combines cutting-edge technology with craftsmanship, creating bold, immersive experiences for museums and national brands like Meow Wolf and Great Wolf Lodge.
Logan, along with fellow Rice graduate Eric Hester ’07 and University of Houston alumnus Troy Stanley, founded their company, rootlab, in 2014. “We started out with no money, no employees — just the three of us handling everything from client meetings to design to fabrication,” Logan said. “Then the projects grew, and we needed help, so we hired our first assistants. Now, nearly 10 years later, we’ve grown to a team of around 40 people. It’s been off to the races since.” While Eric Hester has since moved on from the company, Logan and Troy continue to drive rootlab’s vision forward.
One of rootlab’s standout projects was the creation of a massive megalodon sculpture for the Houston Museum of Natural Science’s (HMNS) “Sharks!” exhibit. The team used 3D scanning, robotics and craftsmanship to scale up a model, creating a striking centerpiece that seamlessly fit into the museum space. “It was a huge challenge, but also very satisfying,” Logan said. “We’ve found a zone in the museum exhibition and themed entertainment world. Our team has a lot of members with artist backgrounds who want to scratch that itch in these kinds of projects.”
Another highlight was the “Matter & Motion” exhibit for HMNS’s new chemistry and physics hall — a sprawling 15,000-square-foot space with 52 exhibits elements, about a third of which were interactive. “That’s really our largest effort to date,” Logan said. “HMNS boosted us from obscurity into a company that has a portfolio to back up our skills. These projects really opened the world to us.”
Rootlab’s partnership with Great Wolf Lodge for the Houston Art Car Parade showcased their innovative spirit. Tasked with designing a show-stopping art car, Logan and his team used reclaimed materials, including fence boards and other discarded wood, to construct a giant wolf head. The design also cleverly reflected Great Wolf Lodge’s water park theme. “They really wanted to incorporate the fact that they're a water park into the design, so the back features a slide, complete with fake water and an inner tube — party in the front, party in the back,” Logan said. “That project was a fun one for the team. Everybody loved it and we won Best Commercial Art Car.”
The team’s expansive 45,000-square-foot studio is the backbone of their operations, housing a wood shop, metal shop, CNC routers, laser cutters, a host of 3D printers and a seven-axis robotic arm. “It’s a big old warehouse where we have everything under one roof,” Logan said. “Our team includes engineers, designers, admin support and project management who turn ideas into reality. They’re a wily bunch, but when we all row in the same direction, it's really amazing what we can accomplish.”
Logan’s journey to leading such a creative venture began at Rice University in the visual arts department. “I wasn’t sure what I wanted to do when I got to Rice,” Logan recalled. “I was undeclared for some time. There was a darkroom photography class taught by Paul Hester that I was really interested in taking, but there were only a few slots. I was told if I wanted to make sure I got in, I should declare as an art major. I didn’t see the danger in that.”
At Rice, Logan found a supportive environment that allowed him to explore different mediums and develop a problem-solving mindset that would become the bedrock of rootlab’s ethos. “I had a great experience with a small group of students and amazing professors,” he said. “During my time there, I had the chance to run several projects, including starting the Matchbox Gallery, which has changed names several times, most recently dubbed ‘Sleepy Cyborg Gallery.’ I also learned photography and woodworking, which gave me a taste for that kind of work. Studying photography at Rice taught me how to really look at something and analyze it, and that's the major skill I apply every day.”
Rice’s influence has permeated every step of Logan’s journey, from his early explorations in the arts to building a company that now competes on a national scale. “Rice was perfect,” he said. “It created a lot of connections that have kept me in Houston and helped build the business. Knowing people and knowing people who know people is really useful when you’re trying to do anything.”
The relationships Logan formed at Rice remain a significant part of his life. “I’m still in touch with many of my Rice connections, including Nico Gardner ’10, who was in the art program with me and officiated my wedding, and several professors,” he said.
As Logan and rootlab continue to take on new challenges and expand their reach, the creative spirit he developed at Rice remains a guiding force. “I like solving problems in a holistic way,” Logan said. “Art allows that path. I prefer to captain my own ship.” It’s this spirit of independence, nurtured during his time at Rice, that has propelled him from a curious student in a darkroom to the leader of a company that turns ambitious ideas into tangible experiences.