Unassuming and tucked just steps away from the nonstop buzz of Oxford Circus, Twist Museum feels like an underground (literally) secret you’re thrilled to discover. One minute you’re weaving through shoppers on Regent Street, and the next you’re stepping into a colorful world where nothing is quite as it seems.

Twist is London’s home of illusions, opened in 2022 and a playful, interactive space dedicated to optical tricks, perception puzzles, and immersive rooms that genuinely make you question your own eyes. The exhibits are quick, full of variety and clearly explained, easy to follow, and surprisingly fascinating. You’ll find yourself saying, “Wait… how is that possible?” more times than you’d expect.

What I loved most is that it’s completely self-paced. No rushing, no pressure. Wander, pause, take photos, try the illusion again because surely your brain got it wrong the first time. Photos, videos are not only allowed, but encouraged! The exhibits are hands-on and engaging, and yes, many of them truly do trick your mind. It’s lighthearted fun with just enough science sprinkled in to make you feel slightly smarter by the end.

From a practical standpoint, Twist makes it easy. Tickets are reasonably priced, and it’s worth checking their Instagram and website for discounts before you go. There’s free WiFi, free coat storage, free lockers for your shopping bags, and friendly staff who let you explore freely. At the end of the exhibition is a gift shop with great, fun finds to take home.

The crowd when I was invited to visit on a rainy Sunday morning was a total mix, families, couples, groups of friends, even a few solo explorers, which speaks to how universal the experience is. It really does work for all ages.

If you’re looking for something playful, interactive, and just a little bit mind-bending right in the heart of London, Twist Museum delivers exactly what it promises, clever twist on reality. It’s the perfect break from a day of shopping, a fun rainy afternoon activity, or an easy add-on to any central London itinerary.