The Museum of Illusions, a 10-year-old Croatia-born company with locations in 26 countries, has opened its 61st location in San Diego’s Gaslamp Quarter.
The 10,000-square-foot museum, located in the former Urban Outfitters store space at Fifth Avenue and G Street, has 80 different optical illusion-themed exhibits designed for hands-on, immersive play, education and selfies for all ages.
Among the featured exhibits are 3D holograms, infinity rooms, a vortex tunnel that creates a spinning sensation, a cloning table that multiples one person in the same space, an upside-down room, touch-and-try imagery, gravity-defying buildings where people can walk on walls, and an Ames room, which is a distorted space that makes people look smaller or taller than they actually are.
While many of the exhibits at Museum of Illusions are the same at all locations, the San Diego location will have a few original displays that tie into San Diego culture in history. There will be a surf-themed reverse room and a wave-riding surfer whose eyes appear to follow visitors around the room. Visitors can also walk on the facade of Old Town San Diego’s historic Colorado House.
Museum of Illusions is the creation of Roko Živković and Tomislav Pamuković, two friends from Croatia who shared a love for mind games. They were fascinated by how perception can change reality and started sending brain games back and forth to each other for fun. Wanting to share the concept with others, they launched their original Museum of Illusions in Zagreb in 2015, and it became a surprise hit.
There are now 22 Museum of Illusions locations in the United States, including Las Vegas and Seattle. Locations will also open soon in Santa Monica and Salt Lake City and the company is poised to enter the Australian market soon, said Krystal Castaneda, general manager of Museum of Illusions San Diego.
Castaneda said the company’s growth, which will soon accelerate to three to five new locations each year, has been fueled by the customers themselves.
“It’s a self-marketing scheme,” she said. “We encourage photographs and creating memories. People tend to go to social media and that helped us grow in interest and popularity.
“We are excited to be part of the San Diego community,” Castaneda said. “The Gaslamp Quarter is such a great location. We have the nightlife and Petco Park. The museum will be something a little different.”
Castaneda said the museum is marketed to visitors ages 5 to 95. It’s a popular destination for families as well a team-building and corporate events and school field trips. Because many of the museum locations are in tourist hubs, they also attract a lot of out-of-town visitors.
“People who come here can expect an immersive, interactive experience that blends fun and science,” Castaneda said. “There’s something for everyone, things that spark the inner child and inspire wonder through illusions.”
One of the founders’ goals with all of the exhibits in Museum of Illusions is to explain how the illusions trick your eye and mind to change perception. As a result, the attraction is billed as an “edutainment” institution that’s both educational and entertaining,” Castaneda said.
To avoid overcrowding, ticket are sold online for timed-ticket entry, with a maximum of 55 visitors were entry period. Walk-up tickets will also be sold daily, space available.
Museum of Illusions San Diego
Hours: 10 a.m. to 9 p.m. Sundays-Thursdays; 10 a.m. to 10 p.m. Fridays and Saturdays, with final ission one hour before closing
Where: 665 Fifth Ave., Gaslamp Quarter, downtown
Tickets: Tickets purchased in advance for scheduled entry times are $33 for ages 13 and up; $28 for children 5 to 12; $30 for military and seniors. Walk-up tickets with flexible entry times are $41.
Online: moisandiego.com
