The expansive porn palace and gloryhole haven Inserection hopes to refashion itself into a nightclub with playrooms for sex, bondage and more. Consider it a new spin on the gay-popular phrase "party and play."

It's an effort to transform the Cheshire Bridge Road business into a "megaplex," according to the GA Voice.

Plans are in the works for a rebranding and renovation of adult store Inserection, adding a new space that includes bondage rooms, private bedrooms, a massage area and a dance floor to the already existing adult DVDs, toys and video booth section of the facility. The name of the store would also change to Tokyo Valentino; the first Tokyo Valentino opened in Miami earlier this year.

Inserection is already home to the most expansive and adventurous collection of gloryholes, lounges and private rooms for sex on the strip. No, really. We looked. And it, along with other sexually-oriented businesses, came under fire last year as gay City Council member Alex Wan led efforts to get those businesses off Cheshire Bridge.

Now, owner Michael Morrison, in partnership with gay party promoter Chris Coleman, wants to remake a portion of the multi-level structure into an Atlanta take on his Miami concept Tokyo Valentine.

From the GA Voice:

Coleman, who pegs the budget for new equipment alone in the five figures, uses the term “megaplex” to describe the space he’ll be leasing.

“There will be different things going on in there but it stays in tune with Inserection and the new brand Tokyo Valentino,” Coleman says. “Bondage rooms with incredibly upscale equipment, private rooms, porn stars are scheduled to come. There’s all sorts of things happening over there.”

The remake of Inserection, and Morrison's unapologetic sex-friendly approach, will likely taunt neighbors who backed Wan's failed proposal and developers already remaking portions of the red-light district.