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Covering nine zones, London Amora London was the world's first visitor attraction dedicated to these themes. The first city toured was London in England, where Amora ran for 15 months starting April 2007 and was located near Piccadilly Circus in Coventry Street, central London.
Media reports in the United Kingdom ranging from the BBC in which Amora was titled "Let's Talk Sex In The City" (in reference to the HBO series Sex in the City) to the much more extroverted reporting of The Sun whose report includes full colour photographs; and in its online version a video of some of the interactive animatronic exhibits.
Tracey Cox, a sex and relationship expert, said, "You can walk in to that place knowing nothing about relationships or sex and come out pretty much knowing everything there is to know, and able to go and have a very satisfying relationship."
Sex therapist Anne Hooper said: "Amora draws you in and make you feel as though you’ve been able to learn something intimate and exciting about yourself. Human beings love finding out more about their nature."
Kevan Wylie, General Secretary of the European Federation of Sexology commented: "I am pleased to support the launch of Amora. Anything that helps people to have the confidence to share ideas, desires and wishes with their partners must be welcomed and encouraged.
- Visit London (17 April 2007). "Amora: The Acadamy [sic] of Sex & Relationships". YouTube. Retrieved 11 October 2015.
- Edwards, Martin (19 April 2007). "Let's Talk about Sex in The City". BBC News. UK: BBC. Retrieved 11 October 2015.
- "Online report (including Video)". The Sun. UK. Archived from the original on 20 April 2007. Retrieved 11 October 2015.
- Tracey Cox talking to 'thelondonpaper' Archived 2008-01-02 at the Wayback Machine.
- Sex Comes to The City Archived 2007-07-29 at the Wayback Machine.