A basic theorem of projective geometry states that any bijection that sends real projective $n$-space to itself and takes projective lines to projective lines is a projective transformation (it is induced from an invertible linear map from $\mathbb{R}^{n+1}$ to itself).
Question. Is a bijection (or a homeomorphism) from an open convex subset of $\mathbb{R}^n$ to itself that sends line segments to line segments the restriction of a projective transformation?
I think this is true (and must be known) if the open convex subset is the ball (or an ellipsoid).