Versace, the renowned fashion house, is to create the world’s first refrigerated beach so that hotel guests can walk comfortably across the sand on scorching days.
The beach will be next to the the new Palazzo Versace hotel which is being built in Dubai where summer temperatures average 40C and can reach 50C.
The beach will have a network of pipes beneath the sand containing a coolant that will absorb heat from the surface.
The swimming pool will be refrigerated and there are also proposals to install giant blowers to waft a gentle breeze over the beach.
The scheme is likely to infuriate environmentalists. The revelation comes as more than 11,000 politicians, green campaigners and others are gathered in Poznan, Poland, for the latest talks on cutting greenhouse gas emissions.
Competition to serve the world’s rich is getting intense, especially in Dubai. The city already boasts the world’s first seven-star hotel, the Burj Al Arab, while Armani, a competitor with Versace, is building a similarly branded Dubai hotel.
The refrigerated beach is designed to give Versace the edge in this battle of luxury lifestyles. The system will be controlled by thermostats linked to computers.