FirstMed Consulting Blog

The Academy Of Sex & Relationships West End Theme Park is due to open at the London Trocadero near Piccadilly Circus and will occupy over 10,000 square feet of prime visitor attraction space. Over 600,000 visitors are expected within the first year, with the Academy designed to fill ‘a global need for better understanding of sex and relationship issues’. Combining high tech and interactive exhibits together with new media displays, the Academy will aim to convey health and educational messages in a fun and entertaining way while informing the public about sexual health and relationship developments.

The Academy project is the work of a large group of artists, sex therapists and historians from home and abroad. It is the result of 3 years of preparation, contributions from collections from around the world and £7 million in financing - backed by both institutional and private investors.
According to the people behind the Academy, ‘titillation is not the goal’.
The Academy’s Director of Exhibits, Dr Sarah Brewer, said: “This is not a sex museum like those in Amsterdam, Barcelona and Paris, which tend to veer towards pornography for commercial benefit alone,”

“Our vision is to build a Kinsey-type institute in Europe for “generation X and Y” to bring modern thinking around sexuality.
“The management is committed to avoiding the sleazy image that the sex industry usually conjures. To this end, it has declined all funding from anyone involved in this sector.

“When doors open, Amora will be an inviting, upscale and exciting venue for the 500,000 sophisticated guests it aims to attract in its first year.

“In keeping with new plans for the Trocadero, the Academy will also become a stylish venue for corporate events, with a number of large pharmaceutical brands already showing interest in sponsorship and theming of certain areas.

“London is the most culturally rich city in the world. It is an ideal place to develop an innovative concept that addresses human sexuality in a way that respects the heritage and image of our city”.

The Academy says it is committed to open discussion and the exchange of ideas, bringing the best in current medical research and education techniques to improve people’s relations and sex lives - thereby promoting new standards in sexual understanding.
The project has been supported by several health and education organisations and will form a unique venue for these organisations and other healthcare providers to run their awareness campaigns and promote their own innovations.

The Academy will have an ever developing programme of content to cover themes such as: Sex, Health and Relationships, Sexual Performance Improvement, Erectile Dysfunction, Sex & Alcohol, Aphrodisiacs, Beauty, Romance and Sensuality.

Doctor Brewer added: “The proposed development of the Academy is set against a backdrop of rising levels of Sexually Transmitted Infections (STIs), I think such a venue is long overdue.

“There is an overwhelming need for an outlet that not only celebrates human sexuality and reproduction in an entertaining and accessible way, but one which provides health education within a format that makes it easy - and fun - to assimilate.”

Source: MPT Online