In 2015, as the travel industry in Croatia began to expand, Roko Živković and Tomislav Pamuković wanted to create a tourism experience that was unique and unconventional. So they opened what they called Museum of Illusions — where visitors can experience art, rather than just witness it, with everything from 3D holograms to "brain puzzling" exhibits. Thousands of visitors flooded the grand opening, and franchising interest soon followed. "The unforgettable memories and experiences [we] offer fuels continued growth and innovation," the founders say. Now, they have 38 locations across 25 countries, and are opening their largest museum yet (15,274 square feet!) in Las Vegas in 2023.