May the 10th, 2026 – Croatia’s global hit, the Museum of Illusions, has opened its doors in London. Close to Soho and the iconic Oxford Street, this Croatian edition is proving popular in the UK capital city and one of the most important cities in Europe.
As Ana Roksandic/Poslovni Dnevnik writes, the incredibly popular Museum of Illusions has launched a new location in the heart of London. The move further expands its international operations and strengthens its position in the interactive attractions sector. The new space in the posh Fitzrovia district, close to Soho and Oxford Street in central London, spans nearly 1,000 square metres and forms part of the brand’s global expansion, which now operates on five continents.
The opening was attended by business community representatives, diplomats and influencers who took pictures and posed in front of every single brand new exhibit. Particular interest was expressed towards the typically London-inspired installations. It isn’t surprising that at times, queues even formed in front of the “upside-down” iconic red British telephone box as visitors waited to capture the perfect optical illusion photo.
Croatia’s brand new Museum of Illusions in London boasts over seventy different installations, including a fascinating interactive interpretation of the famous 10 Downing Street. Visitors can climb up the façade and create the illusion of hanging from the famous black door. There’s also an inverted perspective of a quintessential London street.
croatia’s museum of illusions puts on a london costume
“In order to better connect with the local audience, we created exhibits demonstrating all kinds of different London motifs, including our interpretation of the one and only 10 Downing Street. We’re thrilled to be able to offer all of our London visitors a unique combination of our global concept and authentic details like the legendary red telephone box in the inverted room,” said Luka Novak, Executive Director of Development at the Museum of Illusions.
Another new attraction is the Ghost Room, where lighting tricks create the illusion that a person has disappeared and reappeared in the mirror. All the exhibits are designed to test visitors’ perception and turn everyday reality upside down.
“Opening Croatia’s Museum of Illusions in the very heart of London was a logistical challenge that took over a year, primarily due to the extremely strict regulations in the historic city centre,” Novak explained.
