Museum of Illusions is an experiential museum where visitors try the illusions and optical tricks themselves — a tilted room, a mirror maze, holograms, and installations built for playful photos. It started in Croatia and has always run on the idea of edutainment: learning through play, where you walk away knowing more about perception, perspective, and the brain precisely because you experienced it firsthand. It differs from a classic museum in that nobody whispers and nothing sits behind glass — here people take photos, laugh, and experiment.

As a franchisee you get a license to the brand, a proven concept, and the know-how of the parent company, Metamorfoza — from choosing and arranging the exhibits to operating manuals, marketing assets, and visual identity. What stays on you is the premises and its fit-out, hiring and training the team, daily operations, and local promotion. It's closer to 'turn-key' in what makes the experience an experience (exhibits and brand), but it's by no means hands-off: the location, the people, and the foot traffic are your responsibility.

The main revenue is ticket sales, joined by souvenir and puzzle retail, group and school bookings, and private events after hours. Traffic follows a tourist and weekend rhythm — stronger over holidays, public holidays, and weekends, weaker on weekday mornings. The main costs are rent in a good location, floor-staff wages, maintenance and refreshing the installations, and marketing; it's light on energy and storage, so the weight sits in the location and the people.