[2] The franchise is operated by Metamorfoza d.o.o.,[3] which is, as of 2021, majority-owned by Invera Equity Partners.

[4] The idea for the museum was started by Tomislav Pamuković and Roko Živković after contemplating on "how to escape the corporate environment" and "making something my own".

[5] The first museum opened in 2015 in Zagreb, Croatia,[6] with "two years passing between idea and realization".

[2] The franchising started in 2016 with museums opening in Zadar, Croatia and Ljubljana, Slovenia.

[7][8] The franchise later expanded into multiple countries,[9] with the largest museum opening in September 2023 in Las Vegas, United States.