Who doesn’t love a good ol’ raunchy sex shop, also known as an adult book store? Dim lights, crowded shelves filled with pornos, dildos, anal beads and rubber vaginas. The best ones have products you can play with, and sample oils and lotions to try, as well. And the really good ones still have the old-fashioned penny arcades in the back, although any self-respecting person doesn’t dare touch the walls in there—and you’d hate to ever look in those rooms with a black light.

But a Barcelona interior designer wants to change the face of one Spanish erotic retail store. Egue & Seta has designed a new space for Condoms & Co. that does away with the poor lighting, erotic photographs and shelving. The new store has an open floor plan with brightly-colored furniture and finishings, along with bright lighting. The ultimate goal is to eliminate the “halo of prohibition” associated with sex shops and the industry in general.

Can white-tiled floors and blue pains actually “normalize” the act of purchasing sex toys? Let’s get real. If society begins to accept adult stores, it’s not going to have anything to do with the color of the paint on the walls. A brightly-lit, open store may, however, entice more passersby into the shop, and ultimately increase sales. But the same marketing tactic applies in any industry.

Perhaps, though, if similar decorating were incorporated in all—or the majority of—sex shops everywhere, the social stigma could relax as a result. Think about it, if dildos and anal beads were pleasantly displayed in shop windows worldwide, is it possible even the most conservative grandmothers could warm to them? OK, maybe that’s a stretch. But I think you get the point, right? Bringing one adult store out of the darkness won’t erase a decades-long stigma, but shining light onto all of them certainly may.

[Images via Condoms & Co.]