From Zagreb to LA: How a Croatian idea became a global sensation

by croatiaweek
March 20, 2025
in Business

(Photo credit: Museum of Illusions)

The Museum of Illusions, a unique Croatian concept, is celebrating its 10th anniversary and continues to expand at an impressive pace.

From its first location in Zagreb, it has grown to 60 museums across 26 countries, with ambitious plans for further expansion.

Rapid Growth and Major Investments

Metamorfoza, the company behind the Museum of Illusions, has seen remarkable growth—expanding 12 times since 2021. Chief Financial Officer Tomislav Hlupić revealed on the Poslovni svijet podcast that in the past two and a half years alone, €35 million has been invested in its expansion.

“Any company growing at this speed needs fuel. We’ve been supported by our owners, Croatian banks, financial institutions, and minority investors,” said Hlupić.

He highlighted that a large share of investments has been directed outside Croatia, which is unusual for Croatian businesses.

“Croatians often prioritise security, while Americans are more willing to take risks. But we wanted to take our brand global,” he added.

Expanding into the U.S. – A Major Challenge

A key milestone for the Museum of Illusions was opening a location in Charlotte, North Carolina. “It was really tough, but we managed to adapt,” said Chief Operating Officer Ivan Stipančić.

The team’s success in the U.S. was supported by Executive Director Kim Schaefer, who brought extensive experience from developing the Great Wolf Lodge indoor water park chain.

(Photo credit: Museum of Illusions)

“It’s been easy to work here; we’ve hired incredibly talented people. However, in the U.S., decisions are made faster, and failure is less of a fear,” Schaefer pointed out.

Big Plans – 100 Museums by 2026

As the Museum of Illusions marks its 10th year, its expansion is far from over. The goal is to reach 100 museums by the end of 2026.

“This year, we will open more locations than ever before. We are expanding into new markets such as Sydney, Panama, Mexico, Los Angeles, and Amsterdam, while strengthening our presence in existing ones,” Schaefer announced.