Museum of Illusions

What Museum of Illusions does

Museum of Illusions, operated by Metamorfoza d.o.o. and headquartered in Zagreb, Croatia, is the franchisor of the world's largest chain of privately held museums, operating 60-70+ interactive edutainment locations across 27-28 countries and five continents since its founding in 2015 by Roko Živković and Tomislav Pamuković. The core product is a visual, sensory, and educational experience featuring gravity-defying rooms, 3D illusion wall art, holograms, kaleidoscope installations, and brain-teasing exhibits grounded in science, mathematics, biology, and psychology; each unit is designed to be highly photogenic, driving organic social sharing. The typical location attracts 100,000-300,000 visitors per year and maintains a 4.5/5 rating across 160,000+ reviews, with corporate and 25 million+ lifetime visitors served globally.

The business operates primarily through a capital-light franchise model: franchisees invest $250,000-$1.5M+ per unit and pay upfront fees plus ongoing royalties (typically calibrated against ticket sales), while the franchisor provides brand, exhibit designs, site selection, pre-opening support, and centralized R&D from Zagreb and Oroslavje. Revenue streams include per-unit ticket sales, private/corporate event venue rental, and on-site merchandise; a January 2026 majority acquisition by Brightwood Capital Advisors (with Constitution Capital Partners) is being used to accelerate North American and Western European expansion, with five U.S. franchise locations converting to corporate-owned status under the new owner. End customers are mass-market consumers across four primary segments: families with children, tourists, young adults/social groups, and corporate/private event bookers, with 90% franchisee satisfaction and 20%+ growth at top-performing units reported.

Name

Museum of Illusions

Legal name

Metamorfoza d.o.o.

Website

https://www.museumofillusions.com/

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Interactive Museum and Edutainment Attractions

NAICS

Museums, Historical Sites, and Similar Institutions (7121), Museums (71211)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Science & Technology Museums (THAJADAD)

akta.pro secondary industries

Children’s Museums (THAJADAE), Museum, Zoo & Attraction Gift Shops (CRALAJAG)

Keywords

• Interactive museum exhibits
• Edutainment attractions
• Optical illusion experiences
• Museum franchise network
• Private museum operations

Headquarters

HQ city

Zagreb

HQ country

Croatia

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Ticket Sales: Primary revenue stream from admission tickets sold to visitors at each museum location. The majority of revenue comes from ticket sales with minimal COGS. Each franchise location operates its own ticketing system, with sales data reported to the franchisor for royalty verification purposes.
2. Event Venue Rental: Museum spaces are rented out for private events, corporate functions, and special occasions, creating an additional revenue stream for franchisees.
3. Merchandise and Museum Shop Sales: Sale of branded merchandise, souvenirs, and gift items at museum gift shops. Capitalizing on visitor foot traffic and desire for memorable merchandise.
4. Franchise Fees and Royalties: The franchisor (Metamorfoza d.o.o.) generates revenue through franchise fees and ongoing royalty payments based on ticket sales reported by franchisees. The franchise model enables rapid global expansion with minimal capital outlay.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Museum of Illusions operates the world's largest chain of privately held museums, offering edutainment attractions featuring interactive optical illusion exhibits including gravity-defying rooms, 3D wall art, holograms, and brain-teasing installations. The company operates through a franchise model with the franchisor (Metamorfoza d.o.o.) providing brand, exhibit designs, and operational support while franchisees run individual museum locations selling admission tickets, hosting private events, and selling merchandise.

Product overview

Museum of Illusions is a single unified product concept - an edutainment attraction featuring interactive optical illusion exhibits. The core offering is the museum experience itself (gravity-defying rooms, 3D illusions, holograms, and brain-teasing installations). The company operates through a franchise model where METAMORFOZA d.o.o. serves as franchisor, with over 60 locations across 27 countries as of early 2026. The product portfolio includes the core museum experience, event venue rental services, and merchandise shops at each location. Revenue comes from three streams: ticket sales (primary), events, and retail merchandise.

Differentiator

Problem solved

Functional benefit

Products and services

• Museum of Illusions Experience A visual, sensory, and educational edutainment experience featuring interactive exhibits including gravity-defying rooms, 3D illusions, holograms, and brain-teasing installations that challenge visitors' perceptions through the science behind optical illusions. Designed for tourists, families, and social groups.
• Event Venue Rental Museum spaces available for private events, offering a unique venue with all the interactive exhibits and installations for corporate events, parties, and special occasions. Targeted at corporate event organizers and private party hosts.
• Museum of Illusions Franchise A franchise business model enabling independent operators to open Museum of Illusions locations. Franchisees invest $250,000 to over $1,500,000 and receive brand rights, exhibit designs, operational support, site selection assistance, and access to the global MOI network. Targeted at prospective franchisees and entrepreneurs.

Quantifiable outcome

• 4.5/5 overall rating based on 160,000+ visitors' reviews
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• FranchiseescoreChannel Partner/ Reseller/ DistributorThe company's growth model depends on franchise partners who invest in and operate individual Museum of Illusions locations. Franchisees benefit from the proven brand, comprehensive support, and access to the global network. 90% of franchisees report high satisfaction with their business.

Scale indicators7 records

Recent moves9 records

Expansion highlights6 records

Market position

Strengths4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Museum of Illusions