About us

What began as an idea in Zagreb has grown into a global experience that challenges perception through play, science, and wonder - welcoming over 28,000,000 visitors worldwide.

Team members sitting together in an office, collaborating on laptops and engaging in discussion in a relaxed and friendly work environment.

Who are we?

What started as an idea to create something different in the city of Zagreb – a museum that will be anything but ordinary – a combination of mind-bending fun and education, now operates as a global phenomenon. In ten years, the concept grew from a single museum in Europe to 70+ museums spread across 5 continents.

For 11 years, we have been reimagining reality together with our visitors: we tuned into places, and evolved by listening to our wonder-seekers. Each year, our teams have put effort into developing and creating new illusions and opening new locations.

Over 28,804,805 visitors have already experienced the Museum of Illusions – turning our vision into a global success.

Team members gathered around a table in a relaxed office setting, interacting and connecting as part of a collaborative team.

Our Goal

Our goal is to become the world's most mind-shifting museum experience: to make you see reality in new ways, change perspectives, and inspire wonder and joy through illusions for millions of visitors worldwide.

We make science approachable and fun, something you can play with, laugh with, and learn through mind-bending illusions and exhibits. We are open-minded and want to make everyone feel a part of the wonder.

History

Museum of Illusions was launched by its founders Roko Živković and Tomislav Pamuković, in Zagreb in 2015. Their main goal was to introduce the concept of edutainment, offering visitors a perfect blend of education and entertainment through interactive exhibits and illusion rooms.

Since then, it has expanded rapidly, currently operating with 70+ locations around the world, including New York, Las Vegas, Dubai, Paris, Madrid, London, and Sydney, to name a few. It has become the largest chain of privately held museums in the world.

Ownership

In 2022, the majority of the stakes were bought by Invera, a Dutch investment fund, which also marked a new era at the Museum of Illusions and Metamorfoza. The company switched from franchise-only model to a dual model of franchising and building its own corporate museums. In January 2026, a new era began with Brightwood Capital Advisors acquiring majority stakes at Metamorfoza. This added a new wind in the back for spreading illusions all over the world, additionally investing into innovations and infrastructure, and keeping on building the world's leading while still keeping the brand's identity.

Interior of one of the Museum of Illusions locations

Group of people gathered at a museum opening

Museum of Illusions Manchester Opening

Person performing a close-up magic trick with playing cards

Museum of Illusions Seattle Opening

Person holding a drink and interacting with others in a social setting at a Museum of Illusions event, surrounded by a vibrant and engaging atmosphere.

Museum of Illusions Detroit Opening

Performer interacting with a guest at an event, surrounded by a lively social atmosphere.

Museum of Illusions Santa Monica Opening

Guests socializing at a museum opening event.

Museum of Illusions Sydney Opening