February the 25th, 2026 – The very popular Museum of Illusions which always draws the crowds in Zagreb has opened on a fifth continent, this time in Sydney in Australia.
As Poslovni Dnevnik writes, the much loved Museum of Illusions, known as the world’s largest and fastest-growing private museum chain, has opened its first museum in Australia, more specifically specifically in Sydney. The fun and interactive world of illusions where the impossible becomes possible and curiosity knows no bounds has now conquered its fifth continent in a row following its launch in Zagreb back in 2015.
Launched in the City of Zagreb back in 2015, the Museum of Illusions now operates in almost 70 locations worldwide, in 28 countries with a particularly strong presence in the North American market. Unsurprisingly, it successfully attracts millions of visitors every single year.
The brand new Museum of Illusions on the other side of the planet in Australia spans 900 square metres and offers over 80 exciting interactive exhibits. These include everything from gravity-defying rooms to oversized 3D illusions, holograms and all sorts of optical illusion zones.
“Entering the Australian market was a natural next step in our global growth strategy. Australia has a strong tourism scene, a curious audience and a particularly strong demand for experiential entertainment, and Sydney proved to be the ideal city for our concept. Opening a brand new museum on a new continent was one of the most organisationally demanding projects to date, but at the same time it further strengthened our operational and development capacities. The whole process took about a year, from market analysis and location selection to team building and finally to the opening itself. The initial reactions from the audience and the media have been extremely positive, confirming that the Museum of Illusions is a concept that resonates strongly on a global level,” revealed Tomislav Hlupić, Chief Financial Officer (CFO) of the Museum of Illusions.
Incidentally, each of the current locations of the Museum of Illusions around the world is inspired by its surroundings, and Sydney is no exception to that. Visitors to the new Museum of Illusions in Australia can enjoy and experience exclusive, locally inspired installations and exhibits that are created in the Museum of Illusions’ research and development centre in Oroslavje in Croatia, from where they are shipped out on their journeys around the world.
