The Museum of Illusions, a private museum franchise that offers what it calls "edutainment" exhibits featuring optical illusions, 3D holograms and interactive and immersive illusion rooms, plans to open a new location at The Domain in Austin, Texas, in early 2023.
Subhi Gharbieh, the managing partner of Beyond Entertainment Group, the franchisee that introduced the concept to the state of Texas when it opened the Dallas Museum of Illusions in 2019, is bringing the new retail concept to Austin after signing a lease for a 6,265-square-foot, corner-unit space at 11010 Domain Drive.
With nearly 40 museums open across 25 countries, the Museum of Illusions offers to take guests on an unconventional, interactive and immersive journey through its stylized exhibits while teaching them about the science behind vision and perception.
RP Illusions Corp., a U.S.-based corporation that develops and franchises museums across the world, has been pursuing a rapid expansion of the retail concept after a recent investment from private equity firm Invera Equity Partners. The chain recently opened its 37th museum to-date with a goal of opening 100 total locations around the world by the close of 2026. In addition to this new museum in Austin, the brand has more U.S. locations slated to open in the near future in Scottsdale, Arizona; Charlotte, North Carolina; Washington, D.C., and Atlanta, where it is also looking to establish its headquarters.
Gharbieh and his partners have diverse backgrounds with experience in real estate, management consulting, finance, private equity and engineering. Beyond the existing museum in Dallas and the new location in Austin, the franchisee intends to expand the concept across Texas with Houston planned for a third location.
After beginning a career in residential real estate in 2007, Gharbieh transitioned into commercial real estate over the last five years, while also pursuing entrepreneurial investments in other businesses such as the museum franchise.
"Witnessing firsthand how much people really enjoy the experience they have when attending the Dallas Museum of Illusions as well as how robust the business model is, we made the decision to expand and provide the experience in new markets," said Gharbieh in a statement.
Gharbieh called The Domain's location ideal for the museum's edutainment concept with its mix of shopping, dining and entertainment popular for both locals and tourists. The museum charges admission for ages five and above, while those age four years and under are admitted free of charge.
Owned by LaSalle Investment Management and Simon Property Group, the multi-phased Domain development has more than 100 retail stores and restaurants anchored by Neiman Marcus, Macy's, Dillard's and Dick's Sporting Goods as well as more than 800 residential units, office space and four on site hotels.