#Global Expansion #Zagreb #Croatia #Museum of Illusions #Brightwood Capital

Museum of Illusions Receives Major Investment for Global Expansion

The Museum of Illusions Group, renowned as the largest privately owned museum chain worldwide, has announced an acquisition led by Brightwood Capital Advisors, a New York City-based investment firm. This strategic move puts the museum on a fast track towards significant global expansion, marking a major milestone since its inception in 2015 in Zagreb, Croatia.

Since its launch, the Museum of Illusions has captivated audiences with nearly 70 locations sprawled across 27 countries on five continents. It merges education with entertainment, drawing in visitors with immersive experiences that challenge perceptions and ignite curiosity across all age groups.

With Brightwood's backing, the museum plans to push boundaries further by venturing into new markets while enhancing its infrastructure, marketing, and brand development. Brightwood aims to lift the museum's unique offerings, ensuring more people have the chance to experience the wonder behind illusions that the Museum of Illusions is famous for.

Kim Schaefer, the CEO of the Museum of Illusions, expressed enthusiasm about this new chapter, stating, “Our mission has always been to inspire wonder and joy through immersive, educational experiences. Brightwood's resources will help us scale our unique concept and bring this experience to more guests worldwide.”

Brightwood Capital's investment not only showcases a commitment to the museum but also indicates an optimistic outlook for its future developments. Beth Steinberg of Brightwood noted, “Museum of Illusions has created a distinct global brand that resonates well with a diverse audience. We are thrilled to facilitate their ambitions for growth in both the U.S. and international markets.”

Future expansions are on the horizon with exciting new locations slated to open in 2026, including major cities such as Sacramento, London, Birmingham, Miami, and San Francisco. This expansion will also see the transition of five previously franchised locations—Boston, Chicago, Pittsburgh, Philadelphia, and Scottsdale—to corporate-owned status, ensuring more consistent brand experience and management.

Rob Cooper, the CEO of LOL Entertainment, the previous franchisee, remarked on the transition, emphasizing the pride in teams built and the optimistic future these locations will see under corporate ownership.

The strategic move retains the headquarters in Zagreb, Croatia, while the U.S. operational hub remains in Scottsdale, Arizona, symbolizing the balance of its European origins and its growing influence within the American market. Schaefer and the existing leadership team will continue to guide the organization through this exciting growth phase, preserving the distinct concept and brand position the museum has established over the years.

Moreover, the new ownership will maintain the interactive and mind-bending exhibits that have drawn millions globally, while simultaneously innovating in how these exhibits are delivered.

The transaction involved various investment and legal advisors, demonstrating a well-coordinated effort between new and existing stakeholders. Museum of Illusions continues to shine as a unique venue where mind tricks become a fascinating opportunity for learning, creating joyful memories for all who visit. With this investment, the Museum of Illusions is poised to bring the world of illusions to even more curious minds across the globe.

By pushing forward with new locations and innovative experiences, the Museum of Illusions is set to reinforce its position at the forefront of experiential entertainment.

For more information about Museum of Illusions, you can visit their official website at www.museumofillusions.com.