New Twist Museum opens on Oxford Street, full of immersive multi-sensory attractions in a new purpose built space.

When: Opens on November 16

Where: Twist Museum

Ticket price:  Off peak adult ticket (weekdays before 4pm) £19.50. Aged 17 and under £18.50. Concessions £18.50. Family ticket (up to 2 adults and 2 children) £74.00. Children 3 and under go free. Adult Flexi-Ticket £29.50. Child Flexi-Ticket £22.50.

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More information from organisers:

On 16th November, Twist will open its doors for the first time on London’s Oxford Street. The concept marries immersive multi-sensory attractions with escapism, education and technology.

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.  

Inside the museum, there are more than 60 exhibits from some of illusions’ most celebrated names including Dr. Kōkichi Sugihara, Patrick Hughes and Dr. Akiyoshi Kitaoka. 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 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.  

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