Twist Museum

The Twist Museum is an interactive museum in London where your usual perception of space, colour and your own body is constantly put to the test. Visitors do not simply view the exhibits, they become participants in the experiments: they enter rooms with unusual geometry, observe optical illusions, test the functioning of their senses and take photographs in which reality looks completely different from how it appears in real life.

The museum is situated on Oxford Street, one of the busiest streets in the British capital. Thanks to its central location, it’s easy to include it in a stroll through the West End, combining a visit with a spot of shopping or a tour of other attractions.

History and description of the museum

The Twist Museum opened in 2022 on Oxford Street in central London. The name ‘Twist’ stands for ‘The Way I See Things’. The museum’s corporate identity was developed by a designer from the London-based studio Dark Forces Studio, commissioned by the Barn Agency. The project description notes that the decision was made to deliberately ‘distort’ the logo – this technique was intended to visually reinforce the museum’s concept, which challenges visitors’ usual perception of reality.

The exhibition is based on the premise that the brain does not merely receive information from the senses, but also interprets it. As a result, optical illusions can cause a person to perceive movement where there is none, misjudge distances or doubt their own sense of balance. The installations help visitors to gain a clear understanding of such effects, rather than simply marvelling at an unusual image.

The educational aspect is just as important to the museum as the entertainment aspect. Through its collection, the Twist Museum explores the perception of colour, perspective, form and sound. Its exhibition is designed so that visitors do not need any special training: anyone can observe, compare their experiences and test their own assumptions.

Experts in the field of perception, including Professor Fiona Macpherson from the University of Glasgow and the British psychologist Professor Nicholas Wade, were involved in developing the museum’s scientific concept. The Twist Museum is ideal for educational visits and school groups. It is accredited by the Council for Learning Outside the Classroom, an organisation that supports learning outside the classroom.

What can visitors expect?

The Twist Museum features over 80 exhibits and interactive installations. Whilst they are united by the common theme of perception, they vary in format: some invite visitors to observe optical illusions, whilst others allow them to step inside an unusual structure or test just how deceptive our everyday senses can be. The interior of the Twist Museum is designed around the idea of challenging our usual perceptions. Instead of a traditional museum layout with display cases, visitors will find spaces they can interact with.

At the Twist Museum, visitors move between themed zones where their usual perception of reality is constantly challenged. The exhibition is designed to encourage participation: many of the installations are more interesting to explore with friends or family, comparing impressions and taking photographs:

• Optical illusions. The exhibits demonstrate how contrast, colour, perspective and the arrangement of objects influence what a person sees. Sometimes an image appears three-dimensional or to be moving, even though what lies before one’s eyes is a stationary structure.
• Scale-distorting rooms. Thanks to the properties of perspective and geometry, one person may appear significantly taller than another, whilst familiar objects may seem to change size. Such spaces are ideal for taking unusual photographs.
• Mirror and light installations. Reflections, repeated images and the play of light create the impression of infinite space or a changing environment.
• Interactive photo zones. Many exhibits allow visitors to become part of the illusion: they position themselves in a specific way relative to the camera or the scenery to achieve an unusual visual effect.
• Scientific explanations. The exhibition helps visitors understand why optical illusions occur and what role the senses, the brain and the surrounding environment play in perception.

Opening hours

The Twist Museum is open every day, but opening hours vary depending on the day of the week. Under the standard opening hours, the museum is open:

• Monday – Thursday: 10:00 am – 7:30 pm;
• Friday – Saturday: 10:00 am – 9:00 pm;
• Sunday: 10:00 am – 7:00 pm.

From 17 October to 1 November 2026, special opening hours apply:

• Sunday to Thursday: 9:30 am – 8:00 pm;
• Friday and Saturday: 9:30 am – 9:00 pm.

Last admission is usually one hour before closing time. It is recommended that you check the opening hours on the official website before visiting, as they are subject to change.

Tickets

Ticket prices start from £24.50 for adults and £20.00 for children. Children under two years of age go free.

School groups – £10.00 per child. School groups are entitled to one free adult for every 10 children. An additional ticket for a teacher costs £16.50. Concession rates apply to visits from Monday to Friday during term time.

An additional booking fee may apply. It is best to buy tickets in advance online, selecting your preferred date and time of visit.

The museum is suitable for adults and children, but visitors under the age of 15 must be accompanied by an adult.

The Twist Museum offers gift vouchers (Gift Cards). This is a brilliant gift idea, as it allows the recipient to choose a date and time that suits them for their visit.

Reviews

Visitors to the Twist Museum highlight the unusual optical illusions, interactive exhibits and photo opportunities. The museum is ideal for family days out and those who enjoy science-based entertainment. Some visitors find the ticket prices high, but note that the museum is perfect for a family day out, meeting up with friends or an unusual stroll through central London.

Tommy:

Although we only stayed for about an hour, it was a great place to go for an afternoon activity. I loved all the fancy knowledge which was involved with the illusions and it was just a great time overall. Would recommend!

Andy:

We came here while on a day out in London. It was great fun and it is amazing how your brain can play so many tricks on you. Every is explained on a plaque beside each exhibit so you can see how your mind is working. Well worth a visit in our opinion.

Contact details and location

The Twist Museum is located at 248 Oxford Street, London, W1C 1DH, near Oxford Circus Underground station. It is about a minute’s walk from the station to the entrance.

The museum does not have its own car park, so motorists should find a nearby car park in advance. Street-level access and lifts are available for visitors in wheelchairs.

Email:

For general enquiries and customer support:

[email protected]

To organise school visits and educational groups:

[email protected]

To host private events, corporate functions and celebrations:

[email protected]

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