The Museum of Illusions has announced plans to launch a new location at The Domain shopping centre in Austin, Texas in early 2023.
The attraction will feature optical illusions, 3D holograms, mind-bending exhibits and interactive and immersive illusion rooms.
According to a release, the Museum of Illusions is known for its unique exhibits, which “educate visitors on the complexities of the human mind”.
Beyond Entertainment Group introduced the brand to Texas in 2019 when it opened the Dallas location. In addition to Dallas and Austin, Beyond Entertainment Group plans to expand across Texas, with Houston selected as its third location.
3D holograms and optical illusions
“Witnessing firsthand how much people really enjoy the experience they have when attending the Dallas Museum of Illusions as well as how robust the business model is, we made the decision to expand and provide the experience in new markets,” said Subhi Gharbieh, managing partner of Beyond Entertainment Group.
“The museum takes guests on an unconventional, interactive and immersive journey that many have never seen before, and we’re excited that the great city of Austin – known for welcoming and embracing novel concepts – will soon be home to that experience.”
The Museum of Illusions has nearly 40 venues across 25 countries in major cities such as Paris, New York, Dubai and Dallas. Its 37th museum opened in Brussels, Belgium in July.
The launch in Brussels comes after the opening of the Museum of Illusions in Budapest in December 2021, and ahead of the debut of a new museum in Rome in August 2022.
The brand is working to open 100 locations across the globe by the end of 2026. In the US, the Museum of Illusions is set to launch in Washington, DC, Scottsdale, Charlotte and Atlanta. It is also opening at Mall of America in Minneapolis in early 2023.Â
“Museum of Illusions is the original pioneer and global leader in the edutainment space and is making tremendous strides towards achieving our international growth goals,” said Jonathan Benjamin, CEO of Museum of Illusions.
Images: Museum of Illusions
