ZAGREB, 24 Feb (Hina) - The Museum of Illusions, a Croatian brand and the world's largest private museum chain, has arrived on its fifth continent, opening in Sydney on 900 square metres with more than 80 interactive exhibits inspired by Australia.
Each Museum of Illusions location worldwide draws inspiration from its surroundings. At the new Sydney site on George Street, visitors can experience exclusive, locally inspired installations and exhibits developed at the Museum's research and development centre in Oroslavje, Croatia.
Founded in Zagreb in 2015, the Museum of Illusions now operates nearly 70 locations across 28 countries, attracting millions of visitors annually, with a strong presence in North America, the museum said. The brand has established a leading position in edutainment for all ages, thanks to its signature interactive illusions and exhibits, as well as a scalable franchise model.
Tomislav Hlupić, Chief Financial Officer of the Museum of Illusions, said Australia has a vibrant tourism scene, a curious audience, and high demand for experiential entertainment, with Sydney proving the ideal city for the museum concept.
He added that early responses from the public and media have been extremely positive, demonstrating the concept's global appeal. Entry into the fifth continent marks a milestone for the brand and, with strategic support from new investment partner Brightwood Capital Advisors, opens a new chapter for sustainable global expansion rooted in Croatia.
The Australian museum includes Reversed Room, an illusion inspired by classic Australian pubs as communal spaces for friends and families, reflecting the city's rich history; and Building Illusion, which draws on Sydney's historic commercial architecture and grand atriums, evoking iconic urban structures. Following Eyes is inspired by swimmers and surfers at Bondi Beach and other popular city beaches.
Kim Schaefer, CEO of the Museum of Illusions, said Sydney's creativity, diversity and enthusiasm for shared experiences made it the perfect site for their newest museum. She added that the team was thrilled to introduce their unique combination of entertainment, education, science and spectacle to Australia, staying true to the museum's longstanding mission of inspiring visitors through illusions.
The Museum of Illusions is the world's largest private museum chain. After Sydney, new locations are planned in Melbourne, London, Sacramento, Mexico City, Geneva, Hong Kong, Birmingham and Cologne.
