If you’re looking for a London day out that blends creativity, curiosity and a dash of festive magic, Twist Museum on Oxford Street delivers in spades. Known for its mind‑bending illusions and immersive sensory spaces, the museum transforms for the holiday season with TWISTMAS — a programme of new installations, playful moments and family‑friendly surprises.

Discover Twist Museum London: The Immersive Attraction That Changes How You See the World

Opened in November 2022 on London’s famous Oxford Street, Twist Museum — short for “The Way I See Things” — invites visitors of all ages to dive into the playful world of illusion. Families can wander through mind‑bending immersive rooms, get hands‑on with surprising interactive exhibits and discover the fascinating ways our brains interpret reality.

The museum is designed as a journey through a series of interconnected zones, each one exploring a different aspect of how we see and understand the world. Blending science with art, Twist Museum aims to spark conversation, curiosity and connection, encouraging everyone to reflect on the wonderfully different ways we all experience what’s around us.

10 Fun Things To Do at the Twist Museum, London (Family‑Friendly Guide)

Whether you’re visiting for Christmas or exploring any time of year, here are 10 unmissable things to do at the Twist Museum.

1. Wander Through the Infinity Lapland Forest

Step into a mesmerising winter world where reflections stretch endlessly in every direction. As the press release puts it, it’s “a mesmerising room filled with endless reflections of winter pines, illuminated by a shimmering night sky and dancing Northern Lights.” It’s atmospheric, immersive and tailor‑made for magical photos.

2. Become the Christmas Present

Yes — literally. The Christmas Present Illusion transforms you into this year’s gift, wrapping you inside a playful, interactive installation. It’s one of the most joyful, shareable festive photo ops in London.

3. Watch Santa Teleport Into a London Phone Box

A classic red phone box serves as the stage for a clever illusion in which Father Christmas appears to “teleport” into the museum. The release describes it as Santa who “‘teleport[s]’ into Twist Museum for the festive period” — a quirky blend of London iconography and Christmas magic.

4. Take on Santa’s Scavenger Hunt

Families and friends can follow clues, explore the galleries and uncover hidden surprises in this festive treasure trail. It’s free to enter, and successful participants earn a seasonal treat — a brilliant way to keep kids engaged while adults enjoy the illusions.

5. Capture the Perfect Christmas Photo

From wintery décor to festive scenes woven throughout the museum, TWISTMAS is designed with photography in mind. Expect glowing lights, cosy colours and plenty of backdrops for your holiday snaps.

6. Explore the Immersive Rooms

Beyond the seasonal installations, the Twist Museum’s permanent rooms are a journey through perception. Visitors are invited to “step into mind‑altering immersive rooms” that challenge how we see and interpret the world.

7. Get Hands‑On With Interactive Illusions

The museum encourages you to touch, test and play. As the notes explain, guests can “get up close and personal with unexpected interactive illusions” — ideal for curious minds of all ages.

8. Discover the Interconnected Zones

Twist Museum is designed as a flowing experience, with each zone exploring a different aspect of perception. The press release describes it as “a series of interconnected zones devoted to the contemplation of how we see things.” It’s part art, part science, and entirely engaging.

9. Admire the Oxford Street Christmas Window Display

Even before you step inside, the museum’s festive window sets the tone. With “enchanting festive décor… creating an irresistible photo opportunity in the heart of the city’s busiest shopping district,” it’s a standout stop on any Oxford Street stroll.

10. Give the Gift of an Experience

“The best gifts are shared experiences, memories that last far longer than toys.”

If you’re rethinking traditional gifting, Twist Museum champions the idea that the best presents are shared moments. Gift cards are available online or in‑store — perfect for families, friends or anyone who loves immersive art.

Where to find the Twist Museum in London

248 Oxford Street
Oxford Circus
London
W1C 1DH

Stay up to date with Twist Museum on Instagram here and on the website here.