Fersarchee, 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 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.
Now this strikes me as rather stupid and holidaymakers would save a few quid by simply booking a week in Brighton.