Museum of London puts a new twist on immersive experiences

The Twist Museum, an immersive experience that combines multi-sensory attractions, escapism, education and technology, will open on Oxford Street in London on November 16.

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

All contributors have created site-specific works exclusively for Twist or have contributed significant pieces from their personal archives. Entire rooms have been devoted to creating large-scale illusions: the Ames room, pioneered by Adelbert Ames Jr, replicates the effects of shrinkage; the Life Without Color room offers visitors the opportunity to experience a world without its many nuances; 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 Fiona Macpherson, professor of philosophy at the University of Glasgow, on all exhibits. MacPherson equipped the team with how each attraction theoretically works and with a working knowledge of why brains work the way they do, so visitors can be better informed.

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