Museum of Illusions
The Museum of Illusions is a global franchise of interactive museums dedicated to optical illusions, perception tricks, and mind-bending installations. Founded in Zagreb, Croatia in 2015, the franchise has expanded to more than 43 locations across 25 countries, offering visitors a hands-on experience designed to challenge how the human brain processes reality.
At a glance
- Type
- Interactive science and illusion museum
- Period
- Founded 2015 (Zagreb); franchise expansion ongoing
- Style
- Contemporary interactive exhibition design
- Location
- Multiple worldwide locations; coordinates listed 45.8131° N, 15.9665° E (Zagreb flagship)
Overview
The Museum of Illusions is operated by Metamorfoza d.o.o., majority-owned since 2021 by Invera Equity Partners. Each museum location hosts dozens of exhibits spanning optical illusions, holograms, 3D art installations, and rooms designed to confuse spatial perception. The concept proved immediately popular, attracting visitors of all ages who share photos and videos of the disorienting experiences on social media.
History
The first Museum of Illusions opened in 2015 in Zagreb, Croatia, as an experimental concept blending entertainment with basic neuroscience education. Its immediate commercial success prompted rapid international expansion across Europe, the Americas, Asia, and the Middle East. By May 2023, the franchise had grown to 43 museums operating in 25 countries, making it one of the fastest-growing museum franchises in the world.
What you see
Visitors encounter a carefully curated sequence of rooms and stations, each engineered to exploit quirks in human visual and spatial perception. Classic exhibits include the Vortex Tunnel, which creates the sensation of movement while the visitor stands still, the Ames Room that makes people appear to change size dramatically, and large-format 3D floor paintings. Hologram displays and mirror installations round out the experience with photogenic set-pieces designed for visitor participation.
Cultural significance
The Museum of Illusions represents a new model of popular science institution — one that prioritises interactive learning and shareable experiences over traditional display cases. Its global reach has introduced millions of visitors to concepts from psychology and neuroscience in an accessible, entertaining format.
Practical information
- Hours
- Vary by location — check the official website for the branch you plan to visit
- Tickets
- Priced per location; booking online in advance is recommended at busy sites
- Accessibility
- Most locations are step-free; check individual venue pages for details
- Coordinates (Zagreb)
- 45.8131° N, 15.9665° E
Getting there
The Zagreb flagship is located in the city centre, reachable on foot from the main Ban Jelačić Square and served by multiple tram lines. International locations vary — consult the franchise’s website for transport directions to the nearest branch.