SAN FRANCISCO – November 10, 2026 -- Museum of Illusions opens at 735 Market Street on Friday, November 13, with more than 70 interactive exhibits, and visitors who pre-book before opening day can get 50% off with code OPEN50.
Presale discount ends the day before opening
Tickets are on sale now. The OPEN50 offer is available through Thursday, November 12, and regular pricing starts on opening day. General admission is $32 for adults, $28 for children ages 5-12 and $30 for seniors.
The museum sits steps from Yerba Buena Gardens
The 7,000-square-foot space is close to Yerba Buena Gardens, Moscone Center and Union Square. It will be the 73rd Museum of Illusions worldwide and the brand's fourth California location. San Diego and Santa Monica opened in 2025, and Sacramento opened on November 6. Together, San Francisco and Sacramento mark the brand's arrival in Northern California.
Guests can touch, enter and photograph the exhibits
The hands-on exhibits are designed to show how easily the eyes and brain can be deceived. On-site Illusion Experts explain the science behind each one. Interim CEO Rob Cooper described the experience as "playful and highly visual, but there's real science and discovery behind it, too."
Three exhibits draw on San Francisco's history
- Ghost Room: Two guests sit on opposite sides of a pane of glass and try to hug, and their hands seem to pass through each other. Controlled lighting and glass that is both reflective and transparent create the effect. There are no holograms.
- Reverse Room: Inspired by the city's streetcars and light rail, this room puts guests inside a classic car where the world appears flipped upside down.
- Following Eyes: A colorful portrait inspired by Haight-Ashbury and the 1960s counterculture. The subject's eyes appear to follow guests as they move.
Hours run until 9 or 10 p.m.
The museum is open Sunday through Thursday from 10 a.m. to 9 p.m., and Friday and Saturday from 10 a.m. to 10 p.m. Schools, companies and private groups can book field trips, team outings and events.
Scott Rowitz, executive director of the Yerba Buena Partnership, a community benefit district, said the museum adds to the new cafes, shops and entertainment on Market Street.