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January 09.2026

2 Minutes Read

Museum of Illusions Begins New Era of Global Expansion with Scottsdale's Key Role

Museum of Illusions expansion features gravity-defying illusions.

Global Expansion for Museum of Illusions

The Museum of Illusions Group, renowned for being the biggest privately held museum chain worldwide, has recently undergone a significant acquisition led by Brightwood Capital Advisors. This transaction marks a pivotal chapter in the museum's journey, which started in 2015 in Zagreb, Croatia, and has expanded to nearly 70 locations across 27 countries.

Brightwood's Vision for the Future

With Brightwood Capital's investment, the Museum of Illusions aims to enhance its global offerings by deepening its base from locations like Scottsdale, Arizona. As part of this evolution, five franchise sites, including Scottsdale, are transitioning to become corporate-owned. This shift not only reinforces the organization's focus on brand consistency but also boosts its operational capabilities within the U.S.

Exciting New Developments

Plans for 2026 include new attractions in major cities such as Sacramento, Miami, and London, as well as expansions in existing markets. The ongoing commitment to creating interactive, educational experiences remains at the heart of the Museum's mission, aiming to inspire wonder and joy among visitors of all ages.

Continuing Educational Experiences

Kim Schaefer, CEO of the Museum of Illusions, expressed excitement about the future, indicating that this partnership with Brightwood will further solidify their mission—"to inspire wonder and joy through immersive, educational experiences." This sentiment resonates with many who appreciate how museums can act as both entertainment venues and platforms for learning.

Implications for Local and Global Communities

The transition of franchise locations to corporate ownership reflects a strategic aim of enhancing operational control while revitalizing local engagement at these key sites. The emphasis on synergy between local flavors of each city and the museum's overarching brand promises greater community involvement.

Conclusion: A Bright Future Ahead

As the Museum of Illusions embarks on this new era with Brightwood, the focus on innovation, infrastructure investments, and global outreach could potentially redefine how immersive education is experienced. The anticipated growth not only positions the museum as a leader in experiential entertainment but also as a catalyst for community engagement and global cultural exchange.

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