Get ready to reimagine reality. Museum of Illusions, the world’s largest and fastest-growing chain of private museums, is officially arriving in London on the 8th May.
This new and permanent, pioneering attraction will span more than 10,000 square feet (nearly 1,000 square metres) taking visitors on an astonishing journey into the science of perception.
This will bring a boost to London by creating over 40 new jobs while also supporting a wide network of local vendors and contributing to the city’s dynamic entertainment and leisure scene, immersing visitors in the extraordinary science of how we see and interpret reality.
To mark the opening, the museum has commissioned a striking, 10-foot-wide ‘swirling vortex’ installation set against the iconic backdrop of St Paul’s Cathedral, turning one of London’s busiest commuter routes into a surreal, otherworldly spectacle.
Appearing without warning during the morning rush, the startling optical illusion will look as though the ground has opened up into a spinning, gravity-defying tunnel, stopping passersby in their tracks as commuters appear to teeter on the edge, cling to the surface, or seemingly get pulled into the vortex itself.
Designed to be fully interactive, the installation invites the public to step into the illusion, strike impossible poses, and capture mind-altering content that blurs the line between reality and trickery, echoing the immersive experiences found inside the Museum of Illusions itself. Strategically positioned within sight of one of London’s most recognisable landmarks, the stunt is designed to juxtapose the city’s historic architecture with a bold, contemporary disruption, making the familiar feel suddenly impossible.
Unsuspecting onlookers were captivated as the illusion blurred the line between reality and imagination, sparking conversation, confusion and plenty of double-takes. “Honestly, I had to do a quick double-take!” one passerby said. “My kids and I visited the Museum of Illusions on holiday last year in the States and we loved it, so seeing this in London is amazing. I’ll definitely be taking them this summer.”
Unlike traditional “don’t touch” galleries, Museum of Illusions encourages guests to become part of the art. The London location in Tottenham Court Road will feature over 70 exhibits, including a custom version of 10 Downing Street. While the Prime Minister’s real residence is heavily guarded, visitors here can scale the iconic Georgian façade and hang from its famous black door.
It will also have The London Reverse Room, which offers a flipped perspective of a classic London alleyway, complete with an iconic red telephone booth, park benches, and street signage, all designed to turn your world upside down. Returning hits include the Vortex Tunnel, the Walk-in Kaleidoscope, and the Infinity Room, alongside fascinating holograms and “Following Eyes” exhibits.
Founded in 2015 in Zagreb, Croatia by founders Roko Živković and Tomislav Pamuković, Museum of Illusions has grown into a beloved global phenomenon, with nearly 70 locations open in 28 countries across the world, all with city-specific installations, welcoming over 25 million visitors worldwide. The brand has become a leading name in immersive, experience-led attractions. The London launch marks the next phase of its UK expansion, following the successful debut of its first UK site in Manchester two years ago.
Kim Schaefer, CEO at Museum of Illusions says, “We’re really excited to be bringing Museum of Illusions to London, a city full of creativity, curiosity, and culture. It feels like the perfect place for our most ambitious experience yet.”
“Opening in London is a big step for our brand as we continue to grow around the world. More and more people are looking for fun, hands-on experiences, and we see a great opportunity to be part of that in major cultural cities. After the great response to our Manchester location, this new opening shows how committed we are to the UK and to growing the Museum of Illusions brand globally.”
This original concept offers an exciting interactive journey for all age groups while explaining the science behind optical illusions through fun learning. Every exhibit is rooted in the psychology and physics of vision, explaining the why behind the wow. The aim is to challenge perception, stimulate curiosity, and ignite the imagination in children and adults alike.
Museum of Illusions London is designed for broad appeal, serving as the perfect venue for any event from family days out to date nights. It also caters for educational groups, making science tangible, and offering creative space for team building and corporate events. This newest attraction is set to turn your world upside down, literally. Prepare to lose your perspective, in the best possible way.
Tickets for Museum of Illusions London are available now from £24 on the website, www.moilondon.uk. Follow @museumofillusions_London on Instagram for more info.
