Mshop Boutique is a 400 m2
sex shop based in Gothenburg, Sweden that wanted to break out of the sex shop cliché. Paper Beat Rock designed an interior that supports the cooperate visual identity of the brand. We emphasized a clean and hygienic environment inspired by the pharmacuetical industry. Members of the staff wear lab coats, which signal their expertise and the understanding that buying sex toys can, for some, be a delicate matter. Paper Beat Rock created an interior that communicates how sex shops can look different than our conventional way of thinking of them. The interior ensures that the customer has a comfortable and enjoyable experience.