Museum of Illusions Toronto

Visual Arts

Dallas is Getting a Museum of Illusions

The Instagrammable installation opens downtown in September.

The Museum of Illusions, a tourist attraction with 15 locations across the world, announced that it will open its first Texas museum in Downtown Dallas this September. Known for amusing “reverse rooms” and vortex tunnels, the museum is filled with optical illusions and tricks of math, science and psychology. The interactive concept will make a permanent home in the West End district at 701 Ross Ave. This will be the third location in the U.S. following openings in New York and Kansas City.

The Museum of Illusions isn’t all too different from other Instagram-focused venues like Sweet Tooth Hotel, Snap 151, or Candytopia. It’s part photo backdrop, part immersive experience. It’s family-friendly enough for kids and visually appealing enough for selfie-seeking millennials. Unlike other concepts, though, the MOI is not testing the waters as a pop-up. It’ll be interesting to see if the trend lasts as long as the lease.

The Museum of Illusions has been popular since it launched in Croatia in 2015. The New York location opened last year to positive reviews, and the concept even spawned a copy in Los Angeles–another, unrelated Museum of Illusions, which has plans to expand to San Francisco this year.

While photo ops are a huge part of the draw, the Museum of Illusions does have some teachable moments as well. In a nutshell, it’s about how humans see and perceive things that their brains can’t explain. The Dallas museum will feature 50 exhibits and installations, like infinity rooms, a Beuchet chair, tilted rooms, holograms, and more. The admission prices will be similar to the Museum of Illusions in New York–about $20 for adults, with discounts for children, families, seniors, and students. The space will be available for private and corporate events as well.

Ahead of its opening in Dallas, the Museum of Illusions is currently hiring in management, sales, and customer experience positions. Email [email protected] for further info.

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