Did you know that beneath Oxford Street is a museum that can trick your brain in nearly 100 ways?
London’s ‘home of illusions’ features 80+ interactive exhibits exploring the gap between reality and what we see. Visitors will also find mind-bending art, rooms where gravity seems to malfunction and sounds that play tricks on the senses.
But is it worth a visit? We sent Alex Jessica Mills and her family along to the Oxford Street venue for their honest take. (1) We’ll also lay out the pros, cons and cost comparisons to help you decide whether the Twist Museum is for you.
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Twist Museum: Quick overview
❓ What is the Twist Museum?
The Twist Museum is a collection of 80+ reality-warping exhibits, including puzzles and optical illusions.
It’s an entertaining way to learn about how our minds work (often in unexpected ways!), with plenty of fun photo opportunities.
📍 Where is the Twist Museum?
The Twist Museum is located on 248 Oxford St, W1C 1DH, a minute’s walk from Oxford Circus tube station.
⏱️ Average visit time at the Twist Museum
Visitors tend to spend 60–90 minutes exploring the Twist Museum.
⭐ Twist Museum reviews
The Twist Museum has an overall rating of 4.6 stars from over 4,000 Google reviews.
On Tripadvisor, it averages 4.3 stars from 446 reviews. The 2025 Travellers’ Choice award winner is one of their top 100 things to do in London.
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How the Twist Museum compares to other illusion museums in London
When it comes to STEM, experts say hands-on learning beats lectures.(2)
So with their interactive puzzles and displays, illusion museums are great places to help kids engage with science.
Exhibits spark curiosity by playing with your senses, before science steps in with answers.
At the Twist Museum, in particular, these answers are given a bigger spotlight.
Explanations written by academics reveal the reality behind each illusion, often while posing thought-provoking questions.
Other illusion museums might share this information through QR codes, if at all.
Ready to step inside the museum of illusions?
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Honest review of the Twist Museum
Alex Jessica Mills – AKA @muminthecity – is a mum-of-two who has reviewed over a hundred London museums.(3) After going along with her two boys (aged three and six), we asked for her honest opinion of the Twist Museum from a parent’s perspective.
What ages is the Twist Museum best for?
Our whole family – two adults, and kids aged 6 and nearly 3 – enjoyed Twist Museum, so I would say it is good for all ages.
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How long did you spend at the museum?
1–1.5 hours. We visited on a rainy Sunday afternoon. There was no queue to get in. We arrived 20 minutes before our ticket time, and they let us go straight in to explore!
We had to wait to see some of the illusions, but only for a couple of minutes. It didn’t feel crowded.
What did kids enjoy the most at the Twist Museum?
They loved how interactive it is, especially seeing themselves in the art. They were able to run about, explore freely and touch everything. This is amazing, especially for young children.
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Did any rooms, illusions or moments stand out?
They really liked the kaleidoscope-style displays where they could see themselves. They also enjoyed the Infinity Forest (all the walls were mirrors, so it looked like it went on forever) and other displays where they became the art.
How child- and family-friendly is the Twist Museum?
It’s a fairly small museum and easy to navigate with children.
You can’t take pushchairs in with you, but there is a large buggy park. There are also free lockers available for you to store any coats and valuables.
The toilets are located near the entrance/exit and were clean and spacious, with lower sinks for children.
There is no cafe on site, but there is a vending machine selling drinks.
The museum is a loop, which is easy to follow. Both my children enjoyed all of the rooms!
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Any tips for visiting the Twist Museum?
The closest tube station is Oxford Circus, on the Central Line. We decided to get off at Tottenham Court Road (one stop before) and walk 15 minutes as it has a lift, which is easier with a pushchair.
Overall rating of the Twist Museum
| Category | Rating |
|---|---|
| Overall rating | ⭐⭐⭐⭐☆ (4/5) |
| Children’s overall rating | ⭐⭐⭐⭐½ (4.5/5) |
| Visual impact | ⭐⭐⭐⭐⭐ (5/5) |
| Fun factor | ⭐⭐⭐⭐⭐ (5/5) |
| Family engagement | ⭐⭐⭐⭐⭐ (5/5) |
What could have been improved?
Honestly, nothing stands out to me as needing to be improved.
Want to test the illusions for yourself?
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The Twist Museum is a great screen-free day out. But which rooms should be top of the list when planning your route?
Best things to see at Oxford St’s museum of illusions
One of the best things to see at the Twist Museum is its first room. The self-guided tour begins with a particularly mind-boggling trick where everything is drained of colour – even your outfit!
There’s a scientific explanation for this (which we won’t ruin before your visit).
Step inside the Ames Room at Twist Museum
Explore the Ames Room and watch yourself shrink or turn into a giant, depending on where you stand. This is a great spot for photo ops, especially for little ones keen to tower over their parents for a change…
With its shifting patterns, colours and reflections, the Kaleidoscope Room is also great for perplexing – and often funny – photos.
Experience the Colour Flip Room at Twist Museum
In the middle of the Colour Flip Room, you’ll find what seems to be a portal into a 2D reality where everything is black and white.
Sight isn’t the only sense explored at the Twist Museum. Did you know people can actually tell the difference between the sound of hot and cold water being poured? One exhibit in the Sound Lab reveals how.
On select dates, there’s also a Magic Show experience. Alex was able to catch a session on her visit and recommends it for older kids.
“My 6-year-old really enjoyed it,” she told us. “The magician was excellent, but I would say his style is more suited to adults and older children.”
Explore the Kaleidoscope Room at Twist Museum
Is the Twist Museum worth it?
The Twist Museum is worth it for museum-goers looking for a more hands-on, interactive or multi-sensory experience.
The illusions and photo-friendly moments bring scientific ideas to life which makes it a great day out for families with kids and teenagers.
Simple details like free lockers and family-friendly facilities make for smoother visits, too. It may not be suitable for those on a tighter budget, or families with babies or tots who aren’t yet confidently walking.
For those planning a whole family day out in London, its Oxford Street location also means you can easily pair your visit with shopping or a show.
What Loopla likes:
- The mind-bending illusions are a fun way to explore science with kids.
- The endless photo ops, including the Ames Room.
- Its Oxford Street location means you can easily combine your visit with shopping or a show.
- Its family-friendly facilities and free lockers (an often overlooked game-changer).
- It’s a great screen-free day out.
Reasons it might not be right for you:
- While younger children can enjoy the colours and illusions, the interactive science concepts are best suited to ages six and up.
- It’s a popular central London attraction, so those looking for a quieter experience may prefer to visit outside peak times.
- As a ticketed immersive experience, costs can add up for larger families, though pricing is in line with similar attractions in central London (see table below)*.
| Venue | Kids | Adults |
|---|---|---|
| Moco Museum | £19.90 | £25.90 |
| Bubble Planet | £20.90 | £26.90 |
| Twist Museum | £21.50 | £26.00 |
| Frameless | £22.50 | £32.00 |
| Paradox Museum | £23.00 | £30.50 |
| The Last Days of Pompeii | £26.00 | £34.00 |
| Ramses and the Pharaohs’ Gold | £27.00 | £32.00 |
| Dark Secrets | £28.00 | £25.00 |
| Average | £23.90 | £29.47 |
*Saturday prices at time of writing. Includes booking fees.
See why 4,000+ visitors rated it 4.6 stars
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Twist Museum FAQs
What ages is the Twist Museum suitable for?
The Twist Museum is suitable for all ages. But the venue says kids aged 6 or above will get more out of the experience.
How much are Twist Museum tickets?
Kids’ tickets (4-14 yrs) for the Twist Museum are £21.50 including booking fees. For adults, entry costs £26.*
Does the Twist Museum offer discounts?
The Twist Museum offers discounted tickets online compared to at-the-door prices. To hear about additional promotions throughout the year, follow them on Instagram.
How long does a visit take?
Most visitors spend 60-90 minutes at the Twist Museum.
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Twist Museum vs Paradox Museum: which is better?
Both Twist Museum and Paradox Museum offer illusion-filled spaces, hands-on exhibits, and plenty of photo opportunities for families.
Families looking for a more learning-led experience may lean towards the Twist Museum, which places more emphasis on explaining the science behind the illusions, rather than just the visual effect.
From a practical point of view, here’s how they compare:
Twist Museum vs. Paradox Museum
| Feature | Twist Museum | Paradox Museum |
|---|---|---|
| Kids’ ticket price* | £21.00 (4–14 yrs) | £23.00 (4–17 yrs) |
| Adult ticket price* | £26.00 | £30.50 |
| Exhibits | 80+ | 50+ |
| Google rating** | 4.6 (4,447 reviews) | 4.2 (3,155 reviews) |
| Tripadvisor rating** | 4.3 (450 reviews) | 3.1 (305 reviews) |
| Visit duration | 60–90 minutes | ~90 minutes |
*Saturday prices, including booking fees
**Ratings accurate as of 11/2/26
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Ready to see if you can outsmart the illusions? You can check latest availability, ticket prices and any upcoming experiences on the Twist Museum website here.
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This article was produced in paid partnership with Twist Museum. All views remain our own.