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Observation of Social Spaces

Besides the interviews, the observation part is crucial in our studies. The Sally’s Toy physical store and its online promotion platform, including Facebook page, Instagram page, YouTube channel and the official website are observed and investigated.

First of all, the physical space being observed is Causeway Bay shop of Sally’s Toy. The notice board outside the door shows the extraordinary style which emphasizes “lifestyle”and “fashion”. It is easily to note that even the size and font of the wording of the notice board are sophisticatedly designed, which hopes to attract fashion sense customers. The title under the name of the shop is “INTIMATE LIFESTYLE STORE”which reveals the message that the target customer are those chasing enjoyable lifestyle products (see fg.5).

(Figure 5)

The first gaze of the shop is attracted by the bookcase near the entrance, which is abnormal in a sex shop (see fg.6). The category of those books is about sex, including some information on sexual health, the guide of sex, and some technique of having sex. This indicates that it aims to provide proper sexual information and education, not only selling the sex toys (see fg.7).


(Figure 6) (Figure 7)

The whole setting and decoration is well-designed, it brings the atmosphere of comfortable and relaxation, but not embarrassing and felt awkward. It can be seen that it is hoped to construct the feeling of comfortable as the staff set the products as artworks which are not explicit sex toys (see fg.8).

Inside the shop

(Figure 8)

By observing the real physical shop of Sally’s Toy, it is obvious that they try to portray it as the environment of lifestyle and a place for providing sex education, meanwhile a comfortable location.

The online space of Sally’s Toy also convey the same message. As like they place their products diligently in physical shop, both the design of the official website and the posts in Instagram Page are well-designed (see fg.9 and 10). There is full of illustrations and designs in their Instagram page, which providing a comfortable and lifestyle image for themselves.

(Figure 9)

(Figure 10)

In the Facebook page and the YouTube channel, a large portion of posts and videos are about the sexual information and education. In addition to the posts about promotion of products, sexual information is the hot issue being discussed in the page. People are keen on discussing this topic and they will comment and response to it. In the YouTube channel owned by Sally’s Toy, 4 of 10 playlists are about sexual education, which means that Sally’s Toy focuses and pay attention on the sexual education.

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