In the heart of Laguna Beach, California, a unique space has emerged—the Museum of Make Believe. It’s not just a museum; it’s an immersive experience, a journey into the heart of storytelling and imagination. Founders Amy and Geoff Mitchell have crafted a world where handcrafted magic reigns supreme, inviting visitors of all ages to rediscover the power of make-believe. In this exclusive interview, we delve into the origins, inspirations, and enchanting details that make the Museum of Make Believe a truly special place.
The Spark of Imagination: Origins and Inspiration
TPM: Every great story begins with an idea. What was the initial spark that ignited the vision for the Museum of Make Believe? Can you take us back to that moment?
Amy: Geoff embarked on a journey with his first miniature set and a collection of paintings for a solo exhibition at a charming museum in the South. Inspired by the setting, he organized a ghost story event and was amazed when nearly 100 people attended! Encouraged by the response, he took his show to two more museums, expanding his events to include everything from a Fairytale Afternoon to an elaborate tea party featuring magicians. Despite being on opposite coasts, we both had the same thought—“What if we could do this ourselves?” And the Museum of Make Believe was born!
Geoff: I’ve always had a deep passion for themed entertainment and wanted to find a way to bring that immersive experience into my own art exhibits. Hosting themed storytelling events within exhibitions became a unique way to engage audiences, allowing them to experience the artwork through an interactive and memorable lens. As we developed these events, we began crafting props and expanding our commitment to fully exploring each theme, enhancing the connection between art and storytelling. Over time, it became clear that having a permanent space to create and grow was the next step—an opportunity to build something truly immersive and ever-evolving.
Personal Journeys and Artistic Foundations
TPM: The museum feels deeply personal. How did your own childhood experiences, artistic journey, and love for storytelling intertwine to form the foundation of this concept?
Amy: I’ve always loved writing. My parents still have little books I made as a child, filled with crayon-drawn tall tales. I was an imaginative kid, spending more time playing in the woods and dreaming up stories than anything else. Geoff was much the same—if he could think of something, he could create it. As a kid, he even built his own mini-golf course using empty tin cans! Geoff’s art and the stories we create are all about the nostalgia of childhood, and the museum is a tribute to that. We created it for adults like us—those who miss the magic of make-believe.
Geoff: It’s deeply personal for us, yet we hope that audiences find something of their own within it. Even between Amy and me, our experiences and interpretations are likely very different. For me, it began when I was a child, visiting Disney World with my parents. That experience ignited my love for art and creativity. Music has also been a part of my journey, and I’ve been creating in various forms since I was young. Art school was a unique challenge because my passion for art as entertainment sometimes clashed with the conceptual approach of my program. However, that tension was valuable—it pushed me into years of soul-searching as I continued to create, exhibit my work, and slowly piece together what all of my experiences meant to me. Over time, I’ve found ways to merge my love of immersive storytelling with my artistic vision, shaping the work I do today. I think the storytelling aspect hits me – and this is true anywhere, including Disney parks – it’s more of a subconscious effect. Amy noticed early on when we met, I can be enjoying a movie and miss major plot points. I enjoy music for its sound, style and melodies, but I may miss the meaning of the lyrics. And the scenery/ambiance in Disney parks is what draws me. I’m primarily visual and with sound, it’s the melody of music. However, the stories are there driving it subconsciously, even if I’m sometimes unaware of it.
Crafting the Enchantment: Challenges and Creative Solutions
TPM: Translating an imaginative concept like a ‘storybook forest’ into a physical space must have been a unique challenge. What were some of the key steps and obstacles you encountered along the way, and how did you overcome them?
Amy: To be honest, we had no idea what we were doing! It was a true learning experience. Our original idea was to create trees that resembled tubes of light, but after making a few, they just didn’t look right. Geoff applied a fabric-mâché technique to craft our forest, and the way the bark looks so realistic is incredible! We also probably took the longest, most complicated route to get things done. About half of the leaves on our big tree were handmade—we cut the shapes from poster board, painted five layers of color, glued them onto wire stems, and hung them on a vine. Eventually, we realized this was getting a little out of hand and decided to buy some pre-made leaves. But even those ended up with five layers of hand-painted details! To be honest, some days were frustrating, but we just keep going!
Geoff: Amy is right—we stepped into the space with only a loose concept in mind, knowing we wanted a forested aesthetic. It wasn’t a lack of preparation but rather the reality that we didn’t know what kind of space we’d be working with for this “preview to a larger museum to come.” Elements like concrete versus wood floors significantly impacted how we could transform a space. Fortunately, we found the perfect location—one we could fully customize—and by the summer of 2023, we were already hard at work. I tend to approach creative projects the way I paint: each brushstroke leads to the next, and you don’t need to see the entire picture before you begin. So, in a sense, we “painted” the space day by day until it was ready to be unveiled. Even a year later, we’re still painting, refining, and expanding as the vision continues to evolve. Throughout the process, visitors came by to see our progress, and their input became an invaluable resource. One of my favorite details—the glowing moon over our enchanted forest—was inspired by a construction worker who was initially hired for simple tasks, like removing canister lights from the ceiling. At one point, while standing on a ladder, he jokingly held up one of the round lights between two trees and said, “This is your moon through the trees.” It was a brilliant idea. We kept that light, and now it’s a beloved feature, serving as a stunning photo backdrop for our guests.
TPM: You mentioned the serendipitous moment with the construction worker and the “moon.” Were there other unexpected moments or happy accidents during the creation process that significantly shaped the museum’s atmosphere or specific exhibits in ways you hadn’t initially envisioned? It sounds like the museum itself has a story of its own unfolding during its creation!
Amy: Our entire exhibit feels like one big happy accident! We’ve been so lucky to collaborate with our talented friend Bill at WJS Studios, whose creative vision has added so much to the atmosphere of the space. Early on, we wanted to find a home for the large dragon Geoff made for the Anaheim Halloween Parade — so we asked Bill to help us create a display. He suggested a castle ruin, and we loved the idea! But as Geoff worked on tiny tiles, windows, and doors, it quickly became clear it was turning into something entirely new. So, plans shifted! Instead, Bill and Geoff built a whimsical tree stump to display the dragon, which evolved into Geoff hand-sculpting a baby dragon hatching from a golden egg tucked inside the stump. One day, the original castle idea will still come to life, complete with tiny mice characters — another happy little accident in the making.
Geoff: Absolutely! There were so many of these moments. I’ll try to retrace the journey that led to the entry area of our museum, Robin’s Nest Cottage. It wasn’t planned but rather came about through a series of unplanned situations. It all began with our front window—something we had always envisioned as a beautiful display. Laguna Beach is an “open door” town, and we knew that, in order to control the light and atmospheric conditions inside our museum, we risked appearing “closed” from the outside. One way to draw interest to our entrance was to make full use of that window to create an alluring display. So, we hired a construction team to build an enclosure with a door, allowing us access as needed. However, when the project was completed, I was alarmed to see they had installed a standard house door rather than a more discreet, storage-style door. This was my mistake, as I hadn’t given them specific guidance on what we wanted. There was also an additional issue—the new door and our adjacent front door were too close together, creating an awkward layout. That’s when Amy and I had the idea to turn the display case door into something magical. We went through many iterations before finally settling on a door heavily covered in moss, complete with a skeleton key and a special door knocker. As we lived with it and worked on other elements, I noticed the gap above the display case—it had been built only to cover the window, not extending all the way to the ceiling. I kept seeing it as an opportunity for a storybook-style house, something that would complete the structure. I envisioned wooden beams, textured plaster, and glowing windows, reminiscent of the charming buildings in Fantasyland. So, I started working on it. Eventually, I realized we needed it, and perhaps, by accident, we had stumbled upon something that could also enhance the gallery area. In the end, Robin’s Nest Cottage perfectly matched the illustrated story from our museum book, Ghost Stories & Fairy Tales, specifically the tale Shooting Star. This story features a little guardian angel dog, represented by a puppet figurine, which now sits in front of the cottage in our gallery. We hope it looks like we planned this all along—but in reality, this part of our museum came to life due to a simple mistake when adding a door to our window display case!
The Power of Narrative: Storytelling and Immersive Environments
TPM: Storytelling seems central to the museum’s experience. What is it about stories that you believe has the power to connect us so deeply, and how does the museum weave these narratives into its immersive environment?
Amy: I believe storytelling allows us to connect with others and experience empathy. While everyone’s experiences are different, stories remind us that, at our core, we are all human. Each of our miniatures and characters has its own unique fairy tale or ghost story, displayed on plaques. In our “Starlight Park” theater, we feature an original, old-time radio drama that we created. We also offer our Ghost Stories & Fairy Tales storybook. Our goal is to provide as many ways as possible to experience these stories. Each one explores different themes—some about loss, others about the power of believing, love, and, ultimately, they all carry a meaningful lesson. Rather than telling just one overarching story, we chose to create a diverse collection, allowing you to truly lose yourself in each tale, one at a time.
Geoff: I’d like to believe that the stories we tell—even the fictional ones—play a significant role in shaping our reality. At the museum, Amy is our gifted storyteller, while I assist as an editor. She, in turn, edits my visual art, and together, we refine each other’s work. But beyond the written and spoken narratives, there’s another underlying story—one told through mood, emotion, sound, lighting, and color. In immersive experiences, this unspoken narrative operates on a subconscious level, shaping emotions in ways that can be difficult to articulate. It’s similar to the story of an abstract painting—what does it communicate when the imagery isn’t obvious? This type of storytelling is harder to define, and each visitor will interpret it differently based on their own perceptions and experiences. We’ve aimed to infuse a timeless range of emotions into this undercurrent narrative—love and loss, happiness and longing. It should be playful yet, at times, slightly foreboding. It’s both familiar and unexpected, ethereal and otherworldly, sparking imagination and a sense of exploration. Ultimately, my hope is that visitors leave reflecting on what they’ve just experienced, questioning how it made them feel and why. That’s the power of abstract emotional storytelling.
TPM: Geoff, you spoke about the “unspoken narrative” conveyed through mood, emotion, sound, and lighting. If the museum’s atmosphere could whisper a secret story to each visitor, what do you and Amy both hope that underlying message would be, even if it’s felt more than consciously understood?
Amy: We often get asked what message we hope people take away from the Museum of Make Believe. The truth is — we don’t want to impose one. Our hope is that when guests step into our little world, they find their own message, whatever it is they need to hear or feel in that moment. Over time, we’ve seen it — some guests leave with smiles, some with tears, and many tell us, “This is exactly what I didn’t know I needed.” That’s the greatest hope we have: that the museum quietly speaks to people in its own way, exactly when they need it most.
Geoff: Yes, for me personally, I hope people leave with a feeling or message of openness to the unknown—a trust in something like intuition. Just following along without needing to know why. Acting first and understanding later, like stepping into an agreement without knowing all the details. It’s a lot like make-believe, isn’t it? This might sound crazy, but as a painter and artist, I realized years ago that starting any new painting is exactly like that. A blank canvas is always an agreement to begin without knowing all the details. In many ways, life works the same way. I hope the atmosphere of the museum somehow reflects that feeling. It’s not just make-believe—it’s true make-believe.
The Magic of Handcrafted Experiences
TPM: In an age of digital immersion, the Museum of Make Believe champions handcrafted experiences. What is the significance of ‘handcrafted magic’ in your philosophy, and how does it contribute to the unique feeling of the museum?
Amy: Personally, I think we spend too much time on our screens (and I say this as someone who checks my email at least a hundred times a day). It’s hard to fully enjoy the world beyond our phones—we forget to look up, smile at others, and simply be present. As someone who grew up in the pre-digital age, I believe we’ve forgotten how to be bored and use that unexpected time wisely. Before cellphones, some of my best stories were created in a battered notebook during long train rides, with nothing to do but gaze out the window and let my imagination wander. We hope to help a new generation rediscover the power of disconnecting. I also think we rely too heavily on digital art. Some digital experiences are truly incredible, but if the power went out, you’d suddenly find yourself in a dark, empty room. That’s why we wanted to showcase the power of handcrafting—despite the time it takes, it brings something real and tangible to the experience.
Geoff: I believe people can sense the warmth and authenticity in something made by hand. They may not consciously recognize what sets it apart, but they can feel it. Take, for example, crafting a set of light fixtures for a miniature diorama—while a machine-made or 3D-printed version may be more precise, a handmade set carries subtle imperfections that add character and uniqueness. That said, I’m not opposed to using technology. For me, creating is inherently fun, and I wouldn’t want to hand over that enjoyment to a machine that does it all for me. However, I also recognize the importance of staying open to new methods. Over time, as the museum grows, my hope is that it continues to evolve well beyond Amy and me, embracing the artistic and creative possibilities of the future. The beauty of art is that it’s ever-changing, and I look forward to seeing how the museum adapts and transforms in the years to come.
A Timeless World for All Ages
TPM: The museum is designed to appeal to all ages. What do you hope adults rediscover or connect with when they step into this world of make-believe?
Amy: Interestingly, we originally designed the museum for adults and were surprised when families started visiting. For adults, our goal was to create a space that rekindles imagination, inspires belief in endless possibilities, and brings back the magic of wishes and daydreams. As for children, we’ve found that those old enough to read especially love the stories—and, of course, the treasure hunt and prizes!
Geoff: One morning before opening, as I was setting up our front patio furniture, an older woman walking her dog passed by. She looked up and said, “That’s such a cool place you have. I only wish I were still eight years old so I could come inside.” Her words caught me off guard—so honest and direct. I never intended for the museum to be designed for any specific age group. Much like Disneyland, I want it to feel timeless and universal, something both familiar and new at the same time. It should be an experience that transcends age, welcoming anyone who steps inside. Our physical bodies may change over time, regenerating over and over from childhood to old age, but the essence of who we are—the part that has the first thought and the last thought—remains the same. In that way, perhaps age isn’t as fixed as we think. My hope is that adults visiting the museum can reconnect with that sense of agelessness, allowing them to experience wonder and imagination just as freely as a child would.
Community and Connection: Laguna Beach’s Influence
TPM: Laguna Beach is a vibrant arts community. How has the local environment influenced the museum, and how has the museum, in turn, become a part of the community?
Amy: When we first set out to open this preview museum exhibit, we searched everywhere for an affordable space. Living in Anaheim, we started our search there, then explored options in Orange, Brea, and Fullerton. Thankfully, artist and board member Kelsey Irvin strongly advocated for Laguna Beach. A local artist, she and her husband are raising their three children in Laguna, where they also own Kelsey Michaels Fine Art gallery. We were thrilled to find our starter space on the corner of PCH and Bluebird. It didn’t take long for us to realize that Laguna Beach is like a fairytale city—filled with unique architecture, breathtaking sunsets, and warm, talented people. Surprisingly, most of our visitors aren’t local, but we’re lucky to attract many curious tourists who stumble upon our quirky space. The Laguna Chamber of Commerce has been incredibly supportive, ensuring we’re included in every local event—we couldn’t be happier to be here!
Geoff: Originally, I envisioned starting the museum in Anaheim—a city I love for its rich history and connection to Disneyland. But Kelsey Irvin, one of our board members and artistic collaborators, gently encouraged us to consider Laguna Beach. At first, I was hesitant, but over time, I realized that Laguna Beach—with its stunning mountains, ocean views, and storybook architecture—is the perfect setting. The museum’s enchanted forest and ocean themes naturally complement the town’s landscape, making it feel as if everything seamlessly falls into place. The community has embraced us, and we’re proud to bring something fresh and unique to the area. Many of our guests travel from all over Southern California, and for some, it’s their first time visiting Laguna Beach. As we continue to grow in the coming years, we’re committed to staying in Laguna Beach, building on the magic and creativity that have made this town such a natural fit for our vision.
Personal Touches: Stories Behind the Exhibits
TPM: Within the museum, are there any specific exhibits or details that hold a particularly special or personal meaning for you? Could you share the story behind one?
Amy: For me, I would choose “Shooting Star,” the white dog puppet standing on a shimmering snowbank, holding a sled. He was inspired by our beloved dog, Sparrow—my little soulmate. He was always by my side, accompanying me everywhere, and was there when we first began creating the museum. Sadly, he passed away not long after we started building the exhibit. But after nearly 18 years together, I knew just how lucky I was to have had him in my life. The last time he stood up was on Bluebird Beach, just across the street from us—his favorite place. The story was truly written as a tribute to him, and throughout the exhibit, you’ll find many little hidden reminders of his life.
Geoff: For me, it has to be “Stardust,” the puppet created in memory of our cat, Oscar, who we lost in 2013. Initially, he wasn’t meant to be exhibited—he was simply a tribute, guarding Oscar’s memory shelf in our home. But when I was encouraged to include him in a 2018 show at the Muzeo Museum in Anaheim, I saw the impact he had on people. His presence, along with the blend of real and fictional stories surrounding him, resonated deeply. Visitors started calling him “Oscar,” and in a way, it immortalized him. Now, he represents us as the mascot in our logo. In many ways, the entire museum is personal to me. It’s made up of countless little details and stories—each one a reflection of how the space came to be, shaped by unexpected turns, mistakes, and creative problem-solving. Looking back, it’s surreal to see how everything unfolded, how we found solutions in the most unexpected ways. The museum is filled with these personal and meaningful moments, making it more than just a space—it’s a collection of stories brought to life.
Imagination in a Digital Age
TPM: In a world increasingly dominated by digital experiences, how do you feel the Museum of Make Believe serves as a reminder of the power and importance of imagination?
Amy: It’s interesting—many guests come in and thoroughly enjoy their visit without realizing that everything around them, from the music to each miniature, the painted cobblestone floor, and the original stories, was created by just a tiny team of volunteers. They may not even notice the absence of digital elements, yet there’s something different in the atmosphere, even if they can’t quite put their finger on it. A reviewer once described Geoff’s art as “a different and older kind of magic,” and that remains one of my favorite quotes. I think it perfectly captures the essence of who we are as a museum.
Geoff: I’m not claiming we’ve achieved this, but when thinking about digital experiences and their role in imagination, perhaps success lies in encouraging imagination to the point where the medium itself becomes almost invisible. Is it painting? Digital or oils? Are the miniature pieces handmade or 3D printed? Is the soundtrack an orchestra, or a single composer working with MIDI in a studio? Maybe the real measure of success is when the experience transcends the medium—when what matters most is the emotion and creativity behind it, not how it was made. As AI and digital experiences continue to evolve, I believe that the heart of storytelling and art will always find its way into these new forms. It has to—because without that emotional connection, people won’t fully embrace it. The most powerful creative works, whether paintings, films, or immersive experiences like Disney Parks, succeed because they draw people in so completely that they forget about the medium entirely. The goal is to open up the imagination, allowing people to lose themselves in the story being shared.
A Labor of Love: Rewards and Reflections
TPM: Creating a museum like this is clearly a labor of love. What has been the most fulfilling or rewarding aspect of this creative journey?
Amy: It truly is a labor of love! We are all volunteers, ensuring that every ticket sale goes directly into helping us grow. On the days we’re open, our work doesn’t end when visitors leave—it’s often a fourteen-hour day spent cleaning and refurbishing the space each night to keep it looking its very best. Every Wednesday, we dedicate three hours to changing batteries and preparing for the week ahead. It’s certainly a lot of work… but all good things are! One of my favorite parts is seeing people simply enjoying the experience. Most days, when we’re there working, we blend in with the other volunteers, so guests have no idea that we actually created it. Hearing them express their love for the artwork and atmosphere is incredibly rewarding. But some of the best moments come at the end of a long day—when we take a break from cleaning, sit on the floor, look around, and remind ourselves… we made this!
Geoff: Absolutely, it’s a labor of love. What sets the Museum of Make Believe apart from my past experiences exhibiting in museums is that I get to be present, witnessing firsthand the reactions of our guests. I love hearing their thoughts on what should come next, as well as sharing our own visions for the future. Like most artists, my primary focus is always “what’s next?”—I’m far more interested in the creative process and what’s currently being worked on than in past projects. But the museum is different. It’s an ever-evolving work in progress, and being immersed in its daily life allows me to truly understand and engage with how people experience it. As we approach our one-year anniversary this April, I’m incredibly proud that we’ll have welcomed nearly 14,000 visitors. In such a small, handmade space, keeping it looking fresh and magical every single day is no small task. We leave no stone unturned in maintaining the presentation, ensuring that each new guest experiences the museum at its very best.
Dreams for the Future: Growth and Expansion
TPM: As the museum continues to evolve, what are your aspirations for its future? What new stories do you hope to tell? Any expansion plans?
Amy: We are eager to grow! This exhibit is designed as a living preview of our ideas, but our vision has always been to expand—eventually growing to ten times its current size. We’d love to add a museum café inspired by Geoff’s ice cream parlor miniature, and there has even been talk of a miniature golf course winding through an abandoned amusement park. We never run out of ideas—the challenge is always time and funding. Our expansion timeline depends on our financial resources and the type of space we can secure. As a 501(c)(3), we are currently in the middle of a capital campaign to support our growth. While expansion may happen in stages, it ultimately depends on the support we receive to make it a reality. There will definitely be new stories and artwork in the future. Geoff is constantly working in his studio—often putting in sixteen-hour days. I have never met anyone who works harder! So, guests can certainly look forward to new miniatures and characters to discover!
Geoff: Well, I’m thrilled to think about the future of the museum. I imagine it as a 10-12,000 square ft. facility, building upon our “Storybook Forest” concept here in our current space. The tree would have a deck accessible to people to look out over the cobblestone pathways of the museum complete with waterfalls and meandering streams running through it with bridges. It’s filled with miniature diorama scenes in different themed settings with stories, paintings, puppets and every kind of art. We have a cafe … The Dream Parlor Cafe, where we sell magic miracle elixirs, colorful drinks of all kinds and of course, ice cream. The enchanted forest is a full forest that people can walk through with fireflies and ambiance, places for kids to climb and enjoy, it slowly leads into Starlight Park, the remnants of an abandoned amusement park, where people may play our own version of “mini golf” through the ruins. We have a full theater for productions of plays and shows. These are just some of our current ideas. But ultimately we want it to be a complete art facility for Laguna Beach and all of Southern California celebrating storytelling, art and make believe, through entertainment for all.
Advice for Creators: Embracing the Journey
TPM: For aspiring artists and creators who dream of bringing their own imaginative visions to life, what advice or encouragement would you offer?
Amy: Keep creating! Never let anything or anyone hold you back. Your audience is out there, and you will find them—but success comes from keeping your head down, putting in the hard work, and staying committed. Your time to shine will come!
Geoff: From my own perspective, it took a long time for me to realize that mistakes and what seemed like bad choices are just as important as things done in a way that appears to work out perfectly. I can only liken this to “faith”, and that the person creating only has only one job and that’s to show up and continue sincerely. Eventually, yes, your time to shine will come. However (and I mean this in a positive way) at the point I’m at now, I see this as an ongoing ride, like a Ferris Wheel going round n’ round, the struggles and the shine go on and on. My advice is to not get too attached to either, enjoy and feel both – but maybe it’s true that your one task is to show up either way, ready to face either, and have faith that because you continue with sincerity, you will find your way.
Explore More: Videos
Museum of Make Believe Tour
Museum of Make Believe Short
Explore More: Resources
Website: The Museum of Make Believe
Photos provided by Geoff from the Museum of Make Believe.
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