How art, openness, and new perspectives are reshaping the way society views pleasure and intimacy.
Düsseldorf, Germany / Wasserbillig, Luxembourg, May 2026
From September 5, 2025 to May 3, 2026, the NRW-Forum Düsseldorf became a central space for an open, contemporary dialogue around sexuality through the exhibition SEX NOW. Across ten thematic rooms featuring around 400 objects, the exhibition created a multi-layered exploration of pleasure, the body, and desire, embedded within broader social, cultural, and technological shifts.
As an official partner, pjur was part of this special format and actively contributed to making new perspectives on intimacy and sexual wellbeing visible.
An exhibition format between art and social reflection
From the sexual revolution to current discourses such as #MeToo, #Sexpositivity and #SexualWellness, SEX NOW created a space within which visitors were invited to question their own perspectives and develop new viewpoints. Topics such as queer identities, individual desire and the role of digital technologies were addressed alongside questions of self-determination and equality.
pjur as an active partner within the SEX NOW formats
Within SEX NOW, pjur was not only present as a partner and involved in accompanying discourse formats, but also actively shaped the program through its own events, which specifically expanded the exhibition’s thematic focus. Together with ORION, an influencer event was created around the socially relevant topic of the orgasm gap. This event brought together diverse perspectives from medicine, sexual wellness, media, as well as the creator and key opinion leader community. More than 20 selected influencers and opinion leaders from the German-speaking region accepted the invitation. The exchange enabled a multi-layered discussion on equality, intimacy and sexual perception. The panel discussion series “In bed with…” created an open space for conversations about sexuality across several sessions within the framework of SEX NOW. At the final event, moderated by Auri Sattelmair, pjur took part through the participation of Brand Director Jennifer Parry. Also joining the discussion was Sanja Zündorf, founder of “entzück dich selbst,” whose work focuses on female desire, body awareness, and a self-determined approach to sexuality. The discussion placed a particular focus on female sexual self-determination. It explored how the sexual wellness industry is evolving, how self-determined female sexuality is experienced today, and how it may continue to develop in the future. The inclusion of audience questions created a direct and interactive dialogue, bringing additional perspectives into the conversation and further deepening the exchange.
In addition, another event featuring Dr. Britta Kühlmann explored desire and intimacy during (peri-)menopause. The discussion focused on a topic that affects many people, yet is still far too rarely addressed openly in society. The exchange combined medical expertise with societal perspective and opened a vivid dialogue on bodily changes, intimacy and sexual wellbeing in this life stage.
A dialogue on sexuality in transition
The strong response to the exhibition and its accompanying program demonstrates the high demand for open and contemporary conversations about sexuality. For pjur, this underlines the importance of formats that enable new perspectives and actively advance societal dialogue.
pjur sees it as a responsibility to support and co-create such platforms, because only through open exchange, diverse perspectives and the courage to question existing narratives can a conscious, self-determined approach to intimacy emerge that has a lasting impact.