The world’s first "theme park" dedicated to sex and relationships is set to open in London’s bustling West End later this year.

Amora: The Academy of Sex and Relationships, featuring "high-tech and interactive exhibits together with new media displays", expects up to 600,000 visitors within its first year in the Trocadero Centre at Piccadilly Circus.

"Titillation is not the goal," the promoters – who include sexologist and self-help book author Sarah Brewer – said in a statement, refuting comparisons with museums of erotica in Amsterdam, Barcelona and Paris.

"Our vision is to build a Kinsey-type institute in Europe for Generation X and Y to bring modern thinking around sexuality. … It truly is the world’s first theme park dedicated to sex and relationships."