A new Museum of Illusions is set to open in Birmingham city centre, transforming a vacant shop near Primark in the former Pavilions shopping centre on High Street. The location, previously home to H&M and later Monki until its closure in March 2025, has been empty for over a year.
The incoming attraction will be the third Museum of Illusions in the UK, following successful sites in London and Manchester. Founded in Zagreb, Croatia, in 2015 by Tomislav Pamuković and Roko Živković, the Museum of Illusions has now expanded to more than 70 locations across 28 countries on five continents.
Described as an interactive “edutainment museum,” the Birmingham venue promises a “mind-bending adventure” where visitors’ perceptions and senses will be challenged by optical illusions and immersive experiences. According to the Manchester branch’s website, visitors can expect to “step into a world where the impossible, actually, is possible,” engaging with exhibits that twist reality and puzzle the mind.
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Planning documents submitted to Birmingham City Council outline a range of features, including holograms, illusion rooms, and captivating exhibits designed to entertain and educate about the science behind optical illusions. Areas within the museum will include a vortex tunnel, colour room, ghost room, and brain gym, offering a unique experience tailored to the city’s context.
The layout will include an entrance, gift shop, and reception alongside exhibits on the first floor, with additional experiential displays located upstairs. Basement levels are designated for staff facilities and storage. Importantly, the application notes that the external appearance and character of the building will remain unchanged.
The project, proposed by Museum of Illusions, Birmingham, aims to create the equivalent of 18 full-time jobs, comprising three full-time and 30 part-time positions. The museum plans to operate daily from 9am to 10pm.
The design and access statement accompanying the application highlights the positive impact anticipated for High Street, stating the proposal represents a “policy-compliant, appropriate and beneficial reuse” of the building that will contribute to the area’s commercial success, vitality, and cultural richness.
The planning application (reference 2026/04355/PA) is currently open for public consultation until Sunday, 27 September.