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Museum of Illusions pursues European expansion with new Brussels attraction

The Museum of Illusions has plans to open 100 locations by the end of 2026.

exhibit at museum of illusions

The Museum of Illusions is continuing its expansion across Europe with the opening of a new attraction in Brussels, which is the brand’s 37th location.

The launch in Belgium follows 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 company has plans to open 100 locations by the end of 2026. The brand will bring new museums to other major European cities, including some in the UK.

“We’re excited to continue our groundbreaking expansion around the world,” said Jonathan Benjamin, CEO of Museum of Illusions.

hall of mirrors museum of illusions

“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.”

Benjamin said the 37th Museum of Illusions is an “exciting opportunity to bring education and entertainment to another city in a creative and unconventional way”.

The company will continue to provide the “unique and innovative experience in various markets around the world as we set our sights on growth”.

The Museum of Illusions has 37 locations in 25 countries. Its attractions are home to mind-bending optical illusions, holograms, brain-teasing exhibits and interactive rooms.

Museum of Illusions’ 37th location

In an interview with Blooloop, Benjamin described the Museum of Illusions as “a collection of mind-altering exhibits, artwork, and experiential-type interactive entertainment, things that just defy reality”.

After announcing plans to open its largest US location to date in Charlotte, North Carolina, the Museum of Illusions revealed it will launch a flagship location in Atlanta, Georgia. It’s also planning new museums in Washington DC and Phoenix, Arizona.

“At the end of the day, it’s about crowd-pleasing, it’s good, clean, fun family entertainment,” Benjamin said.

“The illusion is real. There’s no VR or AR or animation used to achieve those effects.”

Images: Museum of Illusions

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Bea Mitchell

Bea is a journalist specialising in entertainment, attractions and tech with 10 years' experience. She has written and edited for publications including CNET, BuzzFeed, Digital Spy, Evening Standard and BBC. Bea graduated from King's College London and has an MA in journalism.

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