Meet The Team | Lex
What makes Photomatica special is our people. We’re a crew of vintage enthusiasts with a knack for the cool and quirky, all about the old-school vibes and capturing epic memories. Meet Lex Molinari, also known as @big_tex_lex.
Lex is the creative force behind Photomatica's one-of-a-kind photo booths. As our designer, he brings a fresh and innovative approach to each booth, blending classic charm with modern flair. But Lex isn’t just about design—he's also the driving force that ensures every project at Photomatica runs like a well-oiled machine. With a passion for storytelling through visuals and a knack for managing details, Lex makes sure every booth captures the perfect vibe, turning moments into memories that last.
| Lex in his SF studio - making magic |
Can you tell us a bit about your background and how you got involved with Photomatica?
After getting my business degree from San Francisco State University and bouncing between a few uninspiring jobs, I realized I needed a more creative and collaborative career. I found my match in the fall of 2021 when I met Matt and Doug at Photomatica. Since then, I've been lucky enough to help scale our photo booth operations while maintaining a focus on custom designs. I've traveled the world with Photomatica, installing booths from the Netherlands to Switzerland and Austria, and have been involved in over 100 builds to date.
What is your role at Photomatica, and what does a typical day look like for you?
As Project Manager and Designer at Photomatica, I guide projects from initial agreement to final installation. This includes communication and design collaboration with our venue partners. The most exciting part is tackling larger design projects, like Club Photomatica or our upcoming Fifth and Broadway project in Nashville, where I’m designing and building large marquee signs.
You’re also an artist—how did that come about for you? What’s your favorite medium to create in?
Growing up between Texas and California, I was heavily influenced by the cultures around me—surf, country, and everything in between. Road trips through the Southwest with my family exposed me to neon signs, tattoo shops, and vibrant local music scenes, which sparked my interest in lettering and tattoo flash. My art often merges these elements, using wood, canvas, and various paints. The first time I walked into a tattoo shop, I knew I had to learn to paint those bold signs. My first attempt wasn’t great, but I was hooked from then on.
What’s your favorite booth you’ve built so far and why?
While I love every booth we create, I’m particularly fond of the colorful, unique designs, like the UCLA-themed booth at Tam Commons in Marin. I also have a soft spot for our vintage-inspired wood grain booths and rounded vintage analog Model 9s and 11s. I once acquired a 1950s Model 9 from Southern California that holds sentimental value, as it was used at the Balboa Fun Zone, a place where both my mom and I grew up.
Where do you draw your inspiration from when working on new projects or ideas?
At Photomatica, we’re all about the vintage aesthetic, drawing inspiration from our extensive collection of vintage posters dating back to the '40s. My personal style is influenced by Americana-themed designs from my experiences at concerts and dive bars, which is something I love to incorporate into our booths, especially in places like Texas.
| photo by Nicola Huffstickler |
What is your favorite part of the design process at Photomatica?
I love collaborating with the incredible artists we bring into our projects. Working with talents like Aley Wild, Charlie Ertola, Tessa Wojkovich, Olivia Donnelly, and Fernando Garcia, among others, is incredibly rewarding. These artists, along with sign painters, graphic designers, woodworkers, metal fabricators, and neon artists, make every project exciting.
Do you collect anything? If so, what’s your favorite piece?
I collect a variety of items, including ceramic panthers, tattoos, tattoo flash, canvases, ceramic vases, and my own handmade signs. One of my favorite pieces is a 7-foot-tall model of the Transamerica Pyramid that I designed, cut with a CNC machine, and painted myself over several weeks. It's a unique project that I’m really proud of.
Describe your perfect day off in San Francisco or the Bay Area.
My perfect day in San Francisco balances physical activity and social time. I’d start with a morning surf session with my boss Doug, spend the afternoon soaking up the sun with friends and family in a park, and finish the day painting in my studio garage in the Richmond District.
