MEXICO CITY — In the heart of Mexico City's historic district, a Colonial-style building houses a sexual revolution of sorts.

It's a new mall dedicated to sex and adult entertainment. There are 100 shops in all, specializing in lingerie, alluring scents, erotic jewelry and publications.

"It's very new," said sex mall developer Alberto Kibrit. "We don't have a lot of competition."

Sex is a growth industry in Mexico as more people are open to explore the topic in this predominantly Catholic country.

The mall is brightly painted and well-lit. The developer wanted to create an open atmosphere, one he hopes reflects Mexico's new attitude about sex.

"It's something healthy," said shopper Bernardo Frias.

His girlfriend, Angelica Marina, found the stores "very interesting." Later, they planned to visit the food court, where the lunch crowd is treated to a show.

Access to the sex mall is strictly controlled; no minors are allowed.

Business was brisk, even before its grand opening, but there are critics.

"Many people are not in favor of it," said a vendor who sells trinkets right outside. But she added that she has no complaints because sales at her stand are up since the sex mall opened.

Adult entertainment stars from the U.S. have been invited to the sex mall's grand opening later this month.