By Rachel Anderson – A London-based journalist and copywriter who has spent more than two decades writing about science, food, and the environment.
London has no shortage of quirky, creative attractions, and the Twist Museum is one of the newer spots vying for attention. It promises colourful rooms, clever illusions, and interactive installations that play with the way the brain processes what it sees.
But with so many immersive experiences popping up around the city – and plenty of ways to spend your hard-earned money – it’s fair to wonder whether the Twist Museum actually lives up to the hype. Below is a closer look at what the museum offers, what to expect inside, and whether it’s worth adding to your London itinerary.
What is the Twist Museum about?
The Twist Museum is an immersive attraction in London that plays with the way people see and make sense of the world. Instead of traditional displays, it’s filled with hands-on rooms, mind-bending illusions, and quirky visual tricks designed to make visitors stop and say, “Wait … how does that work?”
Each space highlights a different aspect of perception – from colour and perspective to motion and scale – showing just how easily the senses can be fooled. It’s part art installation, part science lesson, and part playful experience for anyone curious about how the mind interprets reality.
Is the Twist Museum London Worth It?
Yes, but not if you’re looking for a shallow, dopamine-fix-style immersive experience – the sort you’re accustomed to going to just to keep your kids preoccupied during the holidays and take a few interesting pics to show the world that you did something “exciting” during half term.
More often than not, these kinds of immersive experiences just end up overloading your senses, teaching you and your kids very little, and leaving both you and your wallet feeling slightly empty inside. The Twist Museum is not like that.
A Pleasant Surprise
Cynically, I expected Twist Museum London to be exactly like this, and so – anticipating a sensory overload – I packed my headache tablets just in case. Luckily, I didn’t need them.
While it does have the odd “selfie-inspired” feature, such as a walk-in kaleidoscopic tunnel, Twist Museum London, as it turns out, is both surprisingly educational (holding the attention of even the most burnt-out 40-something perimenopausal mum) and calming.
I learned that Twist is, in fact, an acronym for the phrase “The Way I See Things.”
This is perfect for an exhibition whose prime focus is educating you about exactly this: how your mind and your eyes together perceive images and objects – and how sometimes they see things that are not actually there.
We are encouraged to learn more about optical illusions, both through the physics of the human body (the brain, the eye, and how they interpret information) and through physics in general.
Interactive Learning
So, Twist Museum London is a fantastic, interactive way of learning a bit about physics, biology, and art. For instance, we are taught about some of the ways in which our brains and eyes interpret (and sometimes misinterpret) the kind of colours, lines, and patterns seen in optical illusions that resemble the artworks of the famous (and London-born) op art artist Bridget Riley CBE.
Physics was always my worst subject at school, but had it been explained and demonstrated to me as cleverly as Twist has done, I definitely would have been able to better explain – in my work as an environmental journalist – how indoor crops are being grown and lit using different light wavelengths to influence specific aspects of growth and development.
Take Twist’s room full of umbrellas, for example. When the room is filled with only yellow light, the umbrellas either reflect or absorb this yellow light, and so they appear either yellow or black. But when the room is filled with “normal” white light – which contains lots of different wavelengths – the umbrellas reflect back this greater range of light wavelengths and appear in all colours of the rainbow.
Putting Senses to the Test
Other senses such as smell, hearing, and touch are also put to the test. The exhibition explains through some of the exhibits how your mind can sometimes play tricks on you, and at times even give you a sixth sense, almost. Did you know, for example, that 90% of people (without looking) can tell the difference between the sound of hot water and the sound of cold water running–purely based on life experience?
The museum explains that when water is heated, it becomes less viscous, which affects how the water splashes when it goes into the cup and the noise it makes.*
And, speaking of cups of tea … I thought I might be in desperate need of a cuppa after visiting this museum (which doesn’t have a café but, being located in the heart of the consumerist cacophony that is Oxford Street, arguably doesn’t really need one).
Surprisingly, a visit to this museum has the same calming effect as a tea break. The “twist” in this plot is that Twist Museum London’s engaging atmosphere makes you feel utterly calm, inspired, and a little bit more knowledgeable than you were before.
Good to Know
P.S. The members of staff are very helpful and friendly, the toilets are clean and well-signposted, and the free lockers for your coats are super handy.
FAQ’s
How long do you spend in the Twist Museum?
Most visitors spend around 60 to 90 minutes inside the Twist Museum. If you like taking photos, reading the explanations, or interacting with every installation, you might stretch closer to two hours.
The Twist Museum is generally a self-paced experience, so you can move as quickly or slowly as you like.
Is Twist or Paradox Museum Better?
Both attractions focus on illusions and perception, but they offer slightly different vibes. Paradox Museum is more like a traditional illusion museum with an emphasis on photo opportunities. Twist Museum, on the other hand, leans more toward art-meets-science, with rooms that encourage exploring, touching, and experimenting, with a more structured vibe.
Both attractions offer fun illusion-based experiences, but they each have a different style. The Twist Museum tends to feel more creative and immersive, blending art, science, and hands-on installations in a way that encourages you to explore rather than just pose for photos. The spaces are more varied, and many visitors find that Twist offers a deeper look at how perception works – not just a series of photo ops.
Paradox Museum is enjoyable too, especially if you’re mainly after quirky pictures, but it’s a more predictable walkthrough.
If you’re choosing between the two, Twist Museum usually feels like the more unique and thought-provoking experience, especially for anyone who enjoys interactive art, sensory play, or learning how the mind interprets the world, and overall it has better online reviews.
What age is the Twist museum suitable for?
The Twist Museum is suitable for all ages, but it tends to be most engaging for kids, teens, and adults who can understand and appreciate the perception concepts being demonstrated.
Much younger children will really enjoy the colourful rooms and illusions, but some installations may go over their heads. It’s family-friendly, but not specifically designed for toddlers.
Do you need to book the Twist Museum?
Booking ahead is strongly recommended, especially on weekends, school holidays, and peak travel seasons. Walk-ins are sometimes available, but time slots can fill up quickly.
Reserving in advance guarantees your preferred entry time and usually helps you avoid waiting around. The best way to buy tickets is through the museum’s official website here: https://twistmuseum.com/book-tickets/.
Prices start from £20 for children and £24.50 for adults. The museum is free for toddlers 0-3. Top tip – online discounts of around 15%-20% are frequently available if you book directly on their website.
*This is based on research carried out in 2013 by a team of scientists working at the University of Oxford and at the London advertising firm Condiment Junkie.
