
Kunsthal Rotterdam is challenging traditional taboos with its upcoming exhibition “Toy Stories: Designing Intimacy,” showcasing how contemporary sex toy design reflects changing societal views on sexuality and pleasure. Running from January 25 until May 11, 2025, the exhibition highlights the transformation of these products from hidden objects to luxury wellness items that prioritize aesthetics, functionality, and accessibility.
Created in collaboration with The Oh Collective, a Netherlands-based platform founded by four former Nike executives of Asian descent, the exhibition explores themes including health, aesthetics, experience, inclusivity, and materials. Through sketches, prototypes, casting molds, and material samples, visitors can understand the design processes behind these increasingly mainstream wellness products.
“Growing up in Asian households, our parents never showed intimacy or love in the traditional sense,” explains Eden Chiang, co-founder of The Oh Collective. “The topic of sex was so taboo that for us, it was never spoken about. We saw it purely for procreation, not pleasure or intimacy.”
The exhibition highlights how women-led organizations are transforming the industry from within. Featured designs include Tenga’s elegant geometric objects for men, which intentionally avoid anatomical shapes to protect customer privacy, and the viral “Rose Toy” whose flower-like design helped normalize these products on social media platforms.
Health and wellbeing are central themes, with exhibits like Nienke Helder’s ‘Kiwi’ addressing the fact that 75% of women occasionally experience pain during penetration. The exhibition also showcases innovations in virtual reality and artificial intelligence, such as Summer Chen’s ‘Enigma’ lingerie with haptic sensors that generate personalized erotic narratives.
“We didn’t want to just feature the history of sex toys,” notes exhibition curator Davien Snels. “We wanted to highlight brands using design, materials, and technology to move the industry forward.” The Oh Collective, whose first brick-and-mortar store soft-opens in Amsterdam this February, served as co-curators, helping identify innovative brands pushing boundaries in health, materials, and technological design.



The exhibition also addresses sustainability challenges, examining how designers are exploring alternatives to silicone, which despite its safety and softness benefits, has limited biodegradability. Some creators are returning to traditional materials like glass and porcelain in response to environmental concerns.
For The Oh Collective, whose journey began as a passion project among friends sharing “nudges” to explore intimacy, the exhibition represents a broader shift in how society views these products. “We’re seeing a move from pure functionality to complete experiences that transcend physical pleasure,” says Chiang. “It’s about building bonds, relationships, and self-understanding.”
By highlighting this evolution in design and social attitudes, “Toy Stories: Designing Intimacy” aims to normalize conversations about sexual wellness while showcasing how innovative design can address both physical and cultural barriers to intimate wellbeing.