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Another new attraction is coming to American Dream.

In July, the Paradox Museum, which bills itself as the world’s most extraordinary collection of mind-twisting and eye-tricking exhibits, will open an 11,000-square-foot edutainment experience at the East Rutherford megamall.

With more than 70 engaging exhibits, the museum offers guests a way to learn about the science behind paradoxes, including the popular “Upside Down Room,” in which all objects and people seemingly appear on the ceilings and walls. For the local market, however, the museum tweaked that experience so that it’s set in a Jersey-style diner.

Developed by The Paradox Group, American Dream joins three other Paradox Museum locations in the U.S. (Miami, Fla.; Las Vegas, Nev.; and Chicago, Ill.) and five in Europe. More than two dozen additional sites are in development through 2024, according to the company.

Announced in May 2022, the New Jersey location was slated to open before the end of that year; however, no further information was released until more than a year later, when the Paradox Museum said it would begin operating in July 2023.

Ideal for all ages and interests, a trip through the Paradox Museum takes between 60 to 90 minutes and museum staffers are available to guide guests through the different exhibits.

Marc Gregory, regional sales and marketing manager for the museum, said, “We’re incredibly excited to be able to bring the unique, one-of-a-king experience that only the Paradox Museum can offer to New Jersey.”

“We could not imagine a better home for the museum than American Dream and know that once guests enter through our doors, they’ll be drawn to fully explore the intricacies of the paradoxes before them, challenged to think again and again about what’s real and what’s not,” he said.

Pre-sale tickets are now available for purchase online and cost $24 for children and $29 for adults ages 12 and up. The first available time slot to visit the museum is July 27 at 11 a.m., according to its website.

Additionally, the Paradox Museum is looking to fill 25 positions, ranging from guides to supervisors. Visit ParadoxMuseum.com/careers for more information.

The Paradox Museum joins an entertainment lineup at American Dream that includes DreamWorks Water Park, Nickelodeon Universe Theme Park, Legoland Discovery Center, Sea Life Aquarium and Big Snow Skill Hill.

The mall also continues to add to its roster of retail and dining options, recently welcoming:

• Couture Kids, a children’s designer boutique offering upscale brands such as Fendi, Givenchy, Burberry, BonBon, Stella McCartney and Chloe Kids. Located on Level 1 in the mall’s luxury wing, Couture Kids carries children’s apparel, shoes, accessories and baby layette sets. The store – the retailer’s fourth in the U.S. – is open 11 a.m. to 7 p.m., Monday through Saturday.

• Jarana, a full-service restaurant that specializes in traditional Peruvian dishes with a modern twist, opened this spring in Court A, Level 3. Owned and operated by internationally acclaimed celebrity chef Gaston Acurio’s restaurant group, the eatery’s menu includes Lima-style half chicken, ceviche, flaming Anticuchos, stir-fried saltados, fried rice, dulce de leche sandwich cookies and purple corn pudding. Jarana is open noon to 11 p.m., Monday through Thursday; noon to 11 p.m. Friday; 11 a.m. to 11 p.m. Saturday; and 11 a.m. to 10 p.m. Sunday.