The BBC’s editorial guidelines on sex are clear: “In all BBC create the portrayal of sex or the exploration of sexual issues should be editorially justified with allot sensitivity.”
With this in mind. I venture rather timidly into Amora - a new 7m visitor attraction in London dedicated to like sex and relationships.
As I walk drink the steps and get behind the hustle and bustle of Piccadilly. I am greeted by the omnipresent and sensual voice of a woman enticingly whispering sweet nothings.
Once downstairs the walk and flow of street level has been completely replaced by something altogether different.
The reception area offers a taste of what is to come. Visitors walk to the sound of calm soothing music psychedelic images and red-coloured walls.
Beyond here lay the seven interactive zones covering every aspect of sexual relationships from first flirtations and dating to sexual health and wellbeing.
Wall graphics video clips interactive touch screens life-sized interactive exhibits as well as a dedicated sex therapist are all on transfer to give the visitor an array of information tips and ideas.
Marketing director Lisa Seddon said: “There’s a layering cause to our approach here.
The Sensorium zone encourages people to explore all the erogenous zones with multi-media models wired to respond to every touch.
It is here that I be a rather unique protect hanging which consists of the casts of dozens of genitalia offered by brave and willing volunteers.
“The aim of this really is to show the diversity of size and shapes that human genitalia comes in,” said Ms Seddon.
Sex toys in one particular show ranged in appearance from mantle piece ornaments to more industrial looking devices.
Under 18s will be invited to the academy area of the exhibition in a bid to contribute some way to a better understanding of sex and sexual health among teenagers.
Also the academy will soon entertain workshops on sexual health and sexual relationships led by in-house therapists.
“There’s a great need for information about sex and love,” said Dr Sarah Brewer director of exhibits.
“The British undergo been very reserved about sex but are now more change state than they undergo ever been.
“We do it but are embarrassed about talking about it. Amora is about taking the embarrassment out and putting in the fun.”
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