London museum gives new Twist to immersive experiences

Twist Museum – an immersive experience that marries multi-sensory attractions with escapism, education and technology – will open on London’s Oxford Street on 16 November.

The purpose-built space features more than 60 interactive exhibits by some of the most celebrated names in illusions, including artists, mathematicians, psychologists and neuroscientists.

All of the 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 illusions on a grand scale: the Ames Room, pioneered by Adelbert Ames Jr, replicates the effects of shrinking; the Life Without Colour Room offers visitors the chance to experience a world without its many shades; and the Sound Lab unlocks the extra-sensory powers of people’s ears.

The museum’s founder, Yorgo Philippedes, was keen to provide an educational framework, and consulted with Fiona Macpherson, professor of philosophy at the University of Glasgow, on all exhibits. MacPherson has equipped the team with the theoretical workings behind each attraction and a working knowledge of why brains work the way they do, so that visitors can be better informed.

For more information, see: https://twistmuseum.com/