Overview
The V Store is a brick and mortar space where women can access down-to-earth advice and curated products for their sexual & reproductive health. We collaborated with knowledgeable and sex-positive nurses and sex-educators that help you find the right answers and products.
For a group project in creating a social venture, we set up to build a sustainable business concept for a bias-free and approachable women’s reproductive health store.
Design Challenge
What if there was a place for people with vaginas to explore and access all of their options in regards to sexual and reproductive health?
Research
The issues around reproductive health is still seen as a soft issue in United States. 75% of women leave high school reporting knowing little or nothing about condoms or about the contraceptive pill. And in the US, 45% of all pregnancies are unintended.
Design
We sought to create a comprehensive shop embracing all aspects of sexuality, from first periods to menopause. Each store section symbolized a different phase of vagina health, featuring curated products and health objects, with sex-positive staff available for any curiosities.
Partnering with local vendors, sex educators, medical professionals, and retailers, we fostered a safe and unbiased approach. To test the concept, we launched a 3-day pop-up store in Soho in March 2016. Each day included workshops covering topics such as "what to ask your Gynecologist?" and "choosing your first sex toy" along with the "history of contraceptive products"
Impact
We had 120 visitors, +40 attendees to our workshops and our revenue was competitive for another sex shop in the area that only sells products. Participants expressed their curiosity and a deeper sense of autonomy during our workshops and in their interactions with staff.
Here are what some of our visitors said about The V Store
“This gave me a better feeling for trying to advocate for myself.”
“I went to the shop with my mom and it was great hearing her interactions with everyone in the space, she’s so proud to be a woman! I’m not sure I would have seen that side of her had I not visited the shop with her.”
“The more times you enter a store like yours, the more educated you will become of your own health and alternative healthcare.”