The London Academy of Sex and Relationships is to open as a visitor attraction at the London Trocadero in Piccadilly Circus this autumn.
The Muse Corporation, the company behind the £1.7m venture, exclusively told Museums Journal that the academy will combine hi-tech exhibits, new media displays, and art and historic ephemera 'to convey health and educational messages in a fun and entertaining way', including 'hints and tips on how to improve your sex life'.
The project has been 18 months in preparation and is backed by institutional and private investors. It expects to attract up to half a million visitors in its first year.
A spokesman for the Muse Corporation said: 'In keeping with new plans for the Trocadero, the academy will be a stylish venue for corporate events with a number of large pharmaceutical brands already showing interest in sponsorship and theming of certain areas.'
The project has been endorsed by several health and education organisations such as The Terrence Higgins Trust and Relate. Planned themes include sexual health and relationships, erectile dysfunction, sex and alcohol, aphrodisiacs, beauty, romance and sensuality.
Sarah Brewer, the director of exhibits at the academy, said: 'It is long overdue that the UK faces-up to its responsibilities in the sexual arena. There is an overwhelming need for an outlet that celebrates human sexuality and reproduction in an entertaining and accessible way, and provides health education in a format that makes it easy to assimilate.'
Tom Flynn
The Muse Corporation, the company behind the £1.7m venture, exclusively told Museums Journal that the academy will combine hi-tech exhibits, new media displays, and art and historic ephemera 'to convey health and educational messages in a fun and entertaining way', including 'hints and tips on how to improve your sex life'.
The project has been 18 months in preparation and is backed by institutional and private investors. It expects to attract up to half a million visitors in its first year.
A spokesman for the Muse Corporation said: 'In keeping with new plans for the Trocadero, the academy will be a stylish venue for corporate events with a number of large pharmaceutical brands already showing interest in sponsorship and theming of certain areas.'
The project has been endorsed by several health and education organisations such as The Terrence Higgins Trust and Relate. Planned themes include sexual health and relationships, erectile dysfunction, sex and alcohol, aphrodisiacs, beauty, romance and sensuality.
Sarah Brewer, the director of exhibits at the academy, said: 'It is long overdue that the UK faces-up to its responsibilities in the sexual arena. There is an overwhelming need for an outlet that celebrates human sexuality and reproduction in an entertaining and accessible way, and provides health education in a format that makes it easy to assimilate.'
Tom Flynn
Links
Exhibitionist tendencies, MJ September 2005, p20-23
Exhibitionist tendencies, MJ September 2005, p20-23
