‘Edutainment’ destination to expand in U.S. — here’s where

An experiential, state-of-the-art illusions museum designed for visitors of all ages is expanding its U.S. footprint. 

The Museum of Illusions, which will end 2022 with 40 locations in 25 countries, will focus on expansion throughout the United States as part of its goal to have 100 locations around the world by 2026. 

In 2022, Museum of Illusions opened three new U.S. locations, in  Philadelphia; Charlotte, N.C.; and Washignton, D.C., as well as sites in Brussels (Belgium) and Rome (Italy).  
 
Looking ahead to 2023, Museum of Illusions has lease agreements finalized with construction either underway or set to begin in nine North American cities, with more to be announced. In the first quarter,  the brand plans to open locations in Scottsdale, Ariz.; Atlanta; Denver; Minneapolis; Montreal; and Austin, Texas. It will open a location in San Diego in the third quarter.

In addition, Museum of Illusions will open its largest location to date in early spring, a 15,274-sq.-ft. site in Las Vegas, at Project 63, a new four-story retail and hospitality center on the corner of Harmon Avenue and Las Vegas Boulevard.   The museum will feature a combination of classic as well as “never-before-seen” mentally-stimulating optical illusions, 3D holograms, brain-puzzling exhibits and interactive illusion rooms. It will also have a retail shop.

“After a year of successful expansion and explosive growth of our brand, we’re thrilled to bring the innovative experience we offer to more cities across the United States,” said Jonathan Benjamin, CEO of Museum of Illusions. “Museum of Illusions is further cementing itself as the global leader in the ‘edutainment’ space. As we continue to achieve our development goals, we’re proud to bring our unconventional, unique blend of experiential retail to new destinations.”
 
Coinciding with its accelerated domestic growth, agreements are also in the works for Museum of Illusions to open its second headquarters in Atlanta in early 2023. The new headquarters will support the growth trajectory the brand is experiencing in North America, the company said.