Museum of Illusions, a privately held chain of museums, will open a new location near Aritzia and Starbucks in The Domain at 11410 Century Oaks Terrace, Austin.

"Museum of Illusions provides a unique interactive and immersive experiential concept like no other, and Austin's artsy culture and appreciation for unconventional entertainment made it the ideal location," Managing Partner Subhi Gharbieh said.

The 6,265-square-foot museum for all ages aims to educate and entertain its guests with 3D holograms, optical illusions and illusion rooms. Guests can take as little or as long as needed to fully enjoy the museum. Most visitors take at least 45 minutes to an hour to complete the experience, Gharbieh said. Austin will be the second location in Texas for the international museum that started in Croatia.

The museum will offer “smart playrooms” with dilemma games including a variety of puzzles, brain teasers, building blocks, impossible knots, mathematical games, and other educational products aimed to challenge the mind. It also will include a “smart shop” with brain teasers, educational toys and souvenirs.

The museum is expected to open late 2023.