Museu das Ilusões

This guide to Museu das Ilusões in São Paulo traces two friends from Zagreb who quit steady corporate jobs in 2015 to build a single room of optical illusions, and how it grew into a franchise spanning roughly twenty-five countries. The Zagreb company Metamorfoza owns the concept, and a private equity group later bought a majority stake in it. This São Paulo branch expanded into a larger space inside its shopping mall in 2025.