the route to pleasure

To mark 20 years of normalising sexual wellness, EasyToys turns an everyday Dutch experience into a playful conversation starter. Inspired by the unspoken moments of pleasure many cyclists experience while riding, this concept transforms cycling into a tool for challenging taboos.
Through a specially designed Pleasure Route, riders are invited to embrace a simple idea: if pleasure is a normal part of life, talking about it should be too.

Through a specially designed Pleasure Route, riders are invited to embrace a simple idea: if pleasure is a normal part of life, talking about it should be too.

created by: lotte de velder & zoë mesdom

created by: lotte de velder
& zoë mesdom

EASYTOYS, 2026

WHAT'S IN YOUR NIGHTSTAND

After 20 years, sexual wellness has become more accepted than ever. Yet many people still feel
uncomfortable talking openly about sex and intimacy. The taboo isn't sex toys. It's the awkward
laughter, blushing, and discomfort that still appear when we discover someone else has them.
Started from this perspective EasyToys launched a campaign where they take the most
personal object in the bedroom and place it in the middle of the street, the Nighstand.

Real nightstands from real people appeared across Amsterdam. Visitors were invited to open the drawers
and discover what was inside. Hidden cameras captured their reactions and the conversations that followed.
Because the contents were never the story. The reactions were.
Those reactions became social content, sparking online discussions
and turned private drawers into a public conversation.

Through a specially designed Pleasure Route, riders are invited to embrace a simple idea: if pleasure is a normal part of life, talking about it should be too.