Twist Museum

In November 2022 Twist Museum opened its doors for the first time on London’s Oxford Street, bringing the experiential sector to one of the world’s most famous high streets. This trailblazing concept marries immersive multi-sensory attractions with escapism, education and technology in a new purpose-built space.  Twist is a trip down the rabbit hole into the world of illusions. Not just experiencing the strange and unknown, but understanding it. How do illusions work? When all your senses are deceived, what happens to the brain? And how do these stimuli shape your sense of reality? Twist was founded to examine the science behind such questions through fun, interactive exhibits for all the family.  Upon arriving at 248 Oxford Street you’ll be greeted by the first illusion. Turning the idea of the shopfront on its head, a traditional roller shutter appears to be prized open and held in place by a lamppost. These signifiers of a classic English high street are actually cast metal sculptures acting as a theatrical curtain to set the stage for the experiences within. Oxford Street now has a new piece of public sculpture, one that subverts the idea of the traditional shopfront.    Inside there are over 60 exhibits from some of illusions' most celebrated names including Dr. Kōkichi Sugihara, Patrick Hughes and Dr. Akiyoshi Kitaoka. All of our collaborators have created either site-specific works exclusively for Twist or offered important pieces from their personal archives. Whole rooms have been devoted to creating these illusions on the grandest scales, like the ‘Ames Room’ – pioneered by Adelbert Ames Jr. – which replicates the effects of shrinking. In the ‘Life Without Colour Room’ you can experience a world without its many shades. The ‘Sound Lab’ lets you unlock the extrasensory powers of your ears. And in the kaleidoscope room you can enter an ever-changing space that reflects, refracts and reacts to your presence.  The museum was developed in collaboration with experts from the worlds of art, psychology and neuroscience. For the educational framework, which is so important to founder Yorgo Philippedes, Twist consulted with Fiona Macpherson – Professor of Philosophy at the University of Glasgow. Her research examines the nature of conscious states, particularly perceptual experience, hallucination and imagination. Professor MacPherson also equipped the team with the theoretical workings behind each attraction to better inform visitors. For the spatial journey, Twist worked with Bureau de Change architects to create a bold, theatrical and playful concept that combines striking colour with geometry. The hypnotic strawberry pink entrance, with its vaulted mirrored ceiling, leads to a stepped amphitheatre where guest talks will be held. Upon entering the main exhibition space, visitors will discover different zones, each with its own portal taking you into a new realm of illusion.