A £7m visitor attraction dedicated to love, sex and relationships has opened in Piccadilly, London.

From The Academy of Sex and Relationships, the Amora site – which took three years to develop – is open to visitors aged 18 and over and features an interactive experience exploring “mankind’s most basic preoccupation”.

The 10,000sq ft (999sq m) attraction provides visitors with advice and tips from sexologists, relationship councillors and medical doctors and is built across seven different zones, encapsulating flirting and dating through to orgasms and sexual wellbeing.

For the first three months, Amora will host an exhibition named Amorgasm, which aims to help visitors understand what happens in the body during an orgasm using audio visual, lighting and sensor-based technology.

The site also boasts an art gallery and the Aphrodisiac Lounge as well as The Amora Boutique.

Dr Sarah Brewer, founder of the Academy of Sex and Relationships, said: “It is long overdue that the UK faces up to its responsibilities in the sexual arena, and Amora London is the perfect vehicle by which to address these important matters in an exciting, amusing and educational way.”

One of Amora’s key consultants, author and journalist Anne Hooper, added: “London has needed a public centre for sex information for many years. It’s no coincidence that only now, in 2007, we can be open and frank enough for such an institution to be acceptable.

“But when sex is used for marketing, and for every kind of entertainment from domestic television to porn, it is absolutely right that there should be a voice of reason in amongst these media.” Details: www.amora.com