April 19, 2023 - The Museum of Illusions - a globally renowned project born in Croatia, is embarking on an aggressive global expansion. The ambitious team of Metamorfoza, which is in charge of business expansion, aims to have 100 such museums worldwide in its portfolio by the end of 2026.

As Poslovni writes, the Museum of Illusions currently has 42 locations from Zagreb through New York, Dubai, Milan, and Paris, in 25 countries. Such intensive expansion was accompanied by strengthening the team that globally manages the brand from Croatia. So, for example, last year in Charlotte, North Carolina, they opened their first own museum, which is directly managed by the Zagreb team, which is why the team had to grow fivefold.

"We are currently the world's largest chain of private museums, and Metamorfoza is the company behind the brand. Our team consists of more than 50 experts from Croatia who cover the areas of project management, research and development, logistics, architecture, finance, marketing, and account management.

In 2023, we will continue with the wave of employment, which is also influenced by the future openings of the Museum of Illusions, including locations in the USA. It is precisely for this reason that we are opening an office in Atlanta that will be the headquarters for the American market, while the global headquarters of Metamorfoza will remain in Zagreb," said Metamorfoza director Teo Širola at the presentation of the plans, adding that so far more than nine million visitors have passed through the Museum of Illusion, and 2022 was the most successful year.

The business model is set so that Metamorfoza owns the franchise, and each museum has its franchisor who is responsible for the business and runs it with the help and support of the Zagreb team. Together, they guide franchisors through all phases, from museum construction to development and day-to-day management.

For more, make sure to check out our dedicated Business section.