In a decade, Croatia’s Museum of Illusions has transformed from a local curiosity to a worldwide sensation.
Founded in Zagreb, it now boasts 60 locations across 26 countries, with a strategic expansion plan that shows no signs of slowing.
The company behind the museum, Metamorfoza, has grown by an astonishing 12 times since 2021, supported by a €35 million investment.
Aiming for 100 locations by 2026, it has already ventured into new markets like Sydney, Panama, Mexico, and Los Angeles.
The opening in Charlotte, North Carolina, marked a pivotal moment in their US expansion, with the company embracing the American appetite for risk and faster decision-making.
Spearheaded by industry veterans like Kim Schaefer, the museum’s success demonstrates the power of bold ideas and strategic investments.
As the Museum of Illusions celebrates its tenth anniversary, the world awaits its next move in this ambitious global adventure.
