Museum of Illusions

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Museum of Illusions is a global chain of museums that show optical and other entertaining illusions. The first museum opened in 2015 in Zagreb, Croatia. By May 2023, the franchise had grown to 43 museums in 25 countries. It is run by Metamorfoza d.o.o., with majority ownership by Invera Equity Partners since 2021. The idea came from Tomislav Pamuković and Roko Živković, who wanted to create something of their own and were inspired by the TV show Brain Games. Franchising began in 2016 with museums in Zadar (Croatia) and Ljubljana (Slovenia), and the brand has since expanded worldwide, including a large museum that opened in Las Vegas in September 2023.