ILLUSIONS ACROSS CONTINENTS: MUSEUM OF ILLUSIONS® OPENED 11 NEW LOCATIONS IN 2023, PROMISING AN EVEN BIGGER 2024

ATLANTA – Jan. 11, 2024 – Museum of IllusionsⓇ, the global leader in"edutainment” and the largest chain of private museums worldwide, announced today that it will start 2024 with over 45 locations open around the world. After a year of exponential growth, Museum of Illusions added 11 new museums to the brand’s growing roster with more to come in the next year.

With a primary focus on United States expansion and development, the brand far exceeded its growth goals keeping up with the demand for creative and interactive experiences worldwide. Throughout 2023, Museum of Illusions opened four corporate locations in Minneapolis, Atlanta, Denver and its flagship museum on the Las Vegas Strip. In 2023, the brand also opened seven new franchise locations across the globe: four in the U.S. (Austin, Houston, Scottsdale and Pittsburgh), one in Montreal, Canada, and two in France (Marseille and Bordeaux).

In 2023, the brand surpassed the threshold of over 10 million visitors worldwide after opening more museums than any other year in the brand’s history. The popular Instagrammable experience can be attributed to the increased awareness of the brand and growing social media presence online. Museum of Illusions was also awarded second place for the International Brand of the Year at the European Franchise Federation (EFF) awards, highlighting the brand’s growth, excellence and great success.

“Museum of Illusions has been on a positive growth trajectory since its inception in 2015 and has shown no sign of slowing down. 2023 was a remarkable year for the brand from opening our 15,000-square-foot flagship location in Las Vegas with celebrity partners to surpassing internal visitor records worldwide and museum openings,” said Jonathan Benjamin, CEO of Museum of Illusions. “Looking ahead, we will continue to innovate and expand our capabilities to continue providing memorable experiences for our visitors for years to come.”

Museum of Illusions anticipates over 18 new locations planned in different cities across the world in 2024, with a continued focus on expansion in the U.S. as well as international growth in Europe and Africa. Among the new museums coming to the U.S. are new opportunities for staff hires and leadership growth, new exhibit concepts making their debut for the first time, and an overall focus on innovating and improving the guest’s experience at Museum of Illusions around the world.

The concept’s continuous growth means many upcoming opportunities for guests around the world to experience the museum’s unique and unconventional concept. Visitors of all ages will be able to take a journey through the museums’ exciting spin on illusions, 3D installations, mind-bending exhibits and interactive rooms.

For more information about the Museum of Illusions and its franchise opportunities, visit www.museumofillusions.com or email at [email protected].

About Museum of Illusions

Museum of Illusions Group is the largest and fastest-growing chain of private museums in the world. The unique concept offers all age groups an interactive experience where mind-blowing exhibits play tricks on the minds of visitors and show them the exciting science behind illusions. With more than 45 locations across 25 countries, Museum of Illusions continues to grow and share the fascinating world of illusions with curious minds all over the world. For more information about the Museum of Illusions visit www.museumofillusions.com