Museum of Illusions

After a long time in the making, we’re beyond proud to finally open the doors to the newest Museum of Illusions location, right in the heart of London! 🥳 London is a city where culture, entertainment, creativity, and curiosity collide every single day, and now, we’re excited to add a little more illusion to the mix. 🇬🇧 You’ll find us on Tottenham Court Road, where visitors can explore some of our most iconic exhibits alongside brand-new illusions premiering for the very first time. We’ve also created a few London-inspired experiences just for this location, where you can defy gravity around an iconic London phone booth or say hello to the PM in our version of 10 Downing Street. None of it would have been possible without all the incredible teams who worked tirelessly behind the scenes to bring this vision to life. A huge thank you to everyone who made it happen. 💙 London, prepare to reimagine reality. ✨

✨ Hello, Durban! Welcome to the world of illusions ✨   After Johannesburg and Cape Town, we’re proud to bring the magic of Museum of Illusions to Durban,  a city full of energy, creativity, and vibrant culture. Located in the iconic Gateway Theatre of Shopping, Museum of Illusions Durban spans over 650 m² and features 60 mind-bending exhibits designed to amaze visitors of all ages. From the Following Eyes exhibit paying tribute to Nelson Mandela to the Reversed Room inspired by Durban’s iconic surf culture and endless summer vibes, this museum truly reflects the spirit of the city.   Another amazing destination joins the MOI family and we couldn’t be more excited. Welcome to the fam, Durban! 💙  

Surprise, London! 🇬🇧 We’re excited to announce that Museum of Illusions is opening a brand-new location this May - right in the heart of the city. Located on Tottenham Court Road, the new museum will feature over 60 interactive exhibits designed to challenge perception, spark curiosity, and deliver a truly immersive experience for visitors of all ages. With plenty of new surprises, we’re bringing our globally renowned, mind-bending concept to London - following the great success in Manchester and continuing our expansion in some of the world’s most exciting cities. A big thank you to Time Out for the feature and recognition. We’re very excited to see you there! Read more in the article linked in the comments.

We’re proud to share that Museum of Illusions New Orleans has been featured in Condé Nast Traveler’s latest round-up of the “Best things to do in New Orleans.” Being featured in one of the world’s most influential travel publications is more than just visibility; it’s a strong validation of the Museum of Illusions brand on a global stage. With 9.6 million monthly readers and over 17 million followers worldwide, Condé Nast Traveler plays a key role in shaping travel decisions. Inclusion in their curated recommendations reinforces our position as a must-visit, experience-driven concept. For Museum of Illusions New Orleans, this recognition carries additional weight. In a city renowned for its rich culture, music, and world-class attractions, being singled out as one of the top things to do highlights the strength and relevance of our experience within a highly competitive tourism market. Moments like this not only elevate local visibility but also strengthen overall brand credibility and desirability across all markets. 🔗 Link to the full article in the comments.

Our Ticketing Director, Teresa Nguyen, recently took the stage at ROLLER’s 2026 Sales Kick Off in Austin, joining a customer panel alongside Chinna Gudapati from Hyper Kidz. From sharing how we’ve scaled globally and doubled in size, to discussing the challenges of a fast-growing brand, Teresa brought valuable insights on how strong partnerships, like the one with Roller, enable continuous growth. We’re especially proud to see Museum of Illusions recognized as a key partner, with Teresa invited to join Roller’s Customer Advisory Board. A big thank you to the Roller team for the invitation and for creating space for meaningful conversations that move the industry forward.

Last week in Los Angeles, our CEO Kim Schaefer represented Museum of Illusions at the Entertainment Experience Evolution (EEE) Conference — a key industry gathering focused on the future of experiential and location-based entertainment. Kim joined the panel alongside Zachary Lyman (Brightwood), Pieter Martens (Time Mission), Jonathan Cooper, CFA, Charles Bragitikos, and Robert Cooper (LOL Entertainment), bringing together operators and investors shaping scalable entertainment platforms. A clear takeaway from the discussion: success in experiential today goes beyond creating memorable moments. It requires operational excellence, strong strategic partnerships, and concepts designed to scale globally while remaining locally relevant. Proud to be part of the conversation driving the next evolution of immersive entertainment. 📸: P. Martens/Linkedin

A new continent. A new chapter.   In December, Museum of Illusions officially expanded to Australia with the opening of Museum of Illusions Sydney, located in the heart of the city on George Street. 🇦🇺   Our arrival in Australia marks a significant milestone in the brand’s global growth, not just geographically, but strategically. Spanning over 9,000 square feet and featuring 80+ interactive exhibits, the Sydney museum brings the full scale of Museum of Illusions experience to a brand-new continent, inviting Wonder Seekers of all ages to reimagine reality through immersive, multisensory installations.   Choosing Sydney, a global city known for creativity, culture, and shared experiences, reinforces the strength and scalability of our concept as we continue expanding our international footprint.   From Europe to North America, the Middle East, Asia, and now Australia, this opening represents another confident step forward in building a truly global brand.

A Croatian-born brand recognized as a global success story 🌍 We are happy to see Museum of Illusions featured in primetime on HRT Dnevnik, in a report by journalist Dora Novak, highlighting how a locally developed concept grew into one of Croatia’s most notable international success stories in culture and entertainment. From its beginnings in Zagreb to nearly 70 locations across five continents, Museum of Illusions stands as a strong example of how a Croatian brand can scale globally — supported by strategic vision, investment, and long-term execution.

Museum of Illusions Enters a New Era of Global Expansion 🚀 We are proud to announce a new chapter in Museum of Illusions story: a majority investment by Brightwood Capital Advisors, marking a pivotal milestone in our global growth journey. This transaction marks a significant milestone for the brand, providing the capital and strategic support needed to accelerate global expansion, deepen investments in infrastructure and marketing, and strengthen our long-term growth strategy. Founded in Zagreb, Croatia, Museum of Illusions has grown into the world’s largest privately held chain of museums, now operating nearly 70 locations across 27 countries. The investment underscores the strength of the brand and highlights Croatia’s growing role in creating globally scalable entertainment concepts. “We are excited to enter this next chapter with Brightwood as our new investor. Our mission has always been to inspire wonder and joy through immersive, educational experiences. Brightwood’s capital and expertise will help us scale our unique concept and strong brand to bring this experience to more guests around the world.” — Kim Schaefer, CEO, Museum of Illusions. The previous owners, Invera Equity Partners (IEP), an equity fund management company, will continue to own minority shares. As a long-standing financial and strategic partner, Invera played an important role during the company’s previous phase of strong international growth and business professionalization, and will continue to support the company’s long-term development strategy. With new locations planned across Europe and the United States in 2026, including Sacramento, London, Birmingham, Miami, and San Francisco, Museum of Illusions looks forward to working with partners who share our vision for the future of experiential entertainment.

We’re happy to share that the latest issue of Premier Hospitality International features Museum of Illusions Salt Lake City, highlighting it as a contemporary immersive attraction redefining how visitors engage with space, perception, and interactive design. The article also explores the development of our Salt Lake City location within the wider Museum of Illusions portfolio, with insights from our Chief Development Officer, Luka Novak, on creating experiential concepts that resonate with modern audiences while staying true to the brand’s global vision. Full article available in the comments. Premier Hospitality International News