Saturday, August 20, 2022

Museum of Illusions continues European expansion

Museum of IllusionsⓇ on July 28, 2022 unveiled a new museum in Brussels, championing expansion in the museum chain sector abroad and kicking off a string of European developments projected to occur in the coming months. 

The new museum – located at Rue du Fossé aux Loups 18, 1000 Bruxelles, Belgium – came shortly after the Budapest museum opened in December 2021 and the Philadelphia museum opened in March 2022. Brussels is home to the brand’s 37th museum as it continues to grow its international presence toward an ultimate goal of 100 locations open by the close of 2026. 

Next up on the brand’s European expansion efforts is a new museum set to open next month in Rome, Italy. The brand also has agreements in the pipeline to bring new museums to other major European cities including some in the UK.  

“We’re excited to continue our groundbreaking expansion around the world. Museum of Illusions is the original pioneer and global leader in the “edutainment” space and is making tremendous strides towards achieving our international growth goals,” said Jonathan Benjamin, CEO of Museum of Illusions. “Opening our 37th museum is an exciting opportunity to bring education and entertainment to another city in a creative and unconventional way, and we hope to continue providing this unique and innovative experience in various markets around the world as we set our sights on growth.” 

Beyond European expansion, the global brand has its sights set on markets in the United States. The brand has U.S. based locations slated to open new Museum of Illusions in the immediate future in Washington, DC, Phoenix, Arizona, Charlotte, North Carolina, Atlanta, Georgia and more.  

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