Step inside a world of optical illusions, immersive rooms and interactive installations near Yerba Buena Gardens from the brand with 70+ locations worldwide

SAN FRANCISCO, Nov. 9, 2026 /PRNewswire/ -- San Francisco is about to get a new perspective. Museum of Illusions, the largest and fastest growing private museum, announced that it will open its San Francisco location at 735 Market Street on Friday, November 13th, bringing more than 70 interactive exhibits, immersive rooms, optical illusions, and mind-bending experiences to the heart of downtown San Francisco.

Tickets are on sale now, and to celebrate the grand opening, Museum of Illusions San Francisco is offering guests 50% off tickets for a limited time when they pre-book their visit before opening day with code OPEN50. This presale offer is available through Thursday, November 12th, with regular ticket pricing beginning November 13th. To book, visit https://www.museumofillusions.com/san-francisco/. 

"San Francisco is a city that loves to question what's possible, and we're thrilled to open a brand-new museum here where guests can do exactly that," said Rob Cooper, Interim CEO of Museum of Illusions. "We've created an experience that is playful and highly visual, but there's real science and discovery behind it, too. With more than 70 exhibits, locally inspired experiences there will be something here to surprise guests of every age. We're excited to finally open our doors on November 13th and give San Francisco a chance to experience it for themselves."

Located steps from Yerba Buena Gardens, Moscone Center and Union Square, the new 7,000-square-foot museum will be the 73rd Museum of Illusions worldwide and the brand's fourth California location, following San Diego and Santa Monica, which opened in 2025, and Sacramento, which opened November 6th. Together, San Francisco and Sacramento mark the brand's arrival in Northern California.

"The Museum of Illusions provides a sense of wonder that reflects the Yerba Buena art district's creative and educational heartbeat," said Scott Rowitz, executive director of community benefit district Yerba Buena Partnership. "It's a really unique experience that adds to the growing number of new cafes, shops and entertainment energizing Market Street. We're thrilled to welcome them to the neighborhood."

Museum of Illusions combines entertainment and education through hands-on experiences designed to challenge perception and demonstrate just how easily the eyes and the brain can be deceived. Guests are encouraged to touch, enter, experiment with and photograph the exhibits, while on-site Illusion Experts help explain the science behind what they are seeing. 

Guests can look forward to over 70 exhibits and attractions throughout the museum, including fan favorites and exclusive San Francisco exhibits, inspired by the city's history, landmarks and culture. Highlights include:

• Ghost Room - Ghost Room invites guests to sit on opposite sides of a pane of glass and attempt to hug, only to watch their hands seemingly pass right through one another. There are no holograms or ghosts at work here. Instead, carefully controlled lighting and a pane of glass that is reflective and transparent create the illusion that both guests are sitting side by side.
• Reverse Room - San Francisco's iconic streetcars take an unexpected turn in this immersive room. Inspired by the city's long history of streetcars and light rail, the Reverse Room places guests inside a classic car where the world appears to have flipped upside down, creating a distinctly San Francisco photo opportunity that challenges their sense of gravity and orientation.
• Following Eyes - Inspired by Haight-Ashbury and San Francisco's role at the center of the 1960s counterculture movement, this colorful portrait captures the spirit of the era with one surprising detail: the subject's eyes appear to follow guests as they move through the space.

Museum of Illusions San Francisco will be open Sunday through Thursday from 10 a.m. to 9 p.m. and Friday and Saturday from 10 a.m. to 10 p.m. General admission starts at $32 for adults, $28 for children ages 5-12 and $30 for seniors. Schools, companies and private groups can book field trips, team outings and events at museumofillusions.com/san-francisco/.

To stay up to date on the latest news, exclusive promotions, special events, and thrilling experiences at the museum, be sure to follow along on Instagram and TikTok at @MuseumOfIllusions_USA, or by signing up for the MOI Insider newsletter.

About Museum of Illusions
Museum of Illusions is the largest and fastest-growing chain of private museums in the world. The unique concept offers all age groups an interactive experience where mind-blowing exhibits play tricks on the minds of visitors and show them the exciting science behind illusions. With over 70 locations across more than 30 countries, Museum of Illusions continues to grow and share the fascinating world of illusions with curious minds all over the world.

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SOURCE Museum of Illusions