Wednesday 8 July, 2009Sex "theme park" opens

Amora – which promotes itself as a “love and relationships academy” – is in Piccadilly Circus, across from the much-photographed statue of Eros, the Greek god of love, and just around the corner from Soho, London's red-light district.

The Amora’s interactive exhibits explore sexual health, fantasy and fetish, aphrodisiacs, sex toys, attraction and the art of flirtation.

"There's a need for sex education which isn't boring and information which isn't sleazy,” Dr Sarah Brewer, Amora’s director of exhibits told The Guardian.

“We want to improve attitudes. There was a play and film, No Sex Please, We're British. I think that's changed to 'sex please, we're British'."

And to make sure this remains true, Amora has built the “Orgasm Tunnel” where visitors are invited to explore the biology of orgasm, with an aim to improving their own skill base.

One exhibit – the Spankometer – asks people to try their hand with the spanking paddle.

Yet the “theme parks” operators insist that the emphasis is on sexual health education and not at showing pornography and sleaze.

Amora’s founder, investment banker Johan Rizki, engaged sexual health counsellors, specialists and GPs to oversee the development of the exhibits.

"We are confident that visitors will walk away with tips to enhance their sex life and relationships," Amora spokeswoman Lisa Seddon told Associated Press.