What the world really, really needs: an air-conditioned beach

Apparently Dubai's newest hotel, Palazzo Versace, due to open in a couple of years, is working on an air-conditioning their beach to attract grotesquely rich, hyper-lazy and insanely foolish tourists.

Perhaps someone should introduce them to the engineering miracle of planting trees for natural shade?

This feels so spectacularly out of tune with the economic and environmental times it reminds me of an interesting piece John Grant posted about luxury brands and sustainability. For instance, he quotes US trend oracle Faith Popcorn on ostentatious spending in times of recession:

• “if you go up Madison Avenue [in New York], past Fendi and Prada, those stores are empty. Women are shopping in their own closets. You feel shame in buying even if you can buy.”

According to Grant, "even if you can still afford it swilling champagne while others lose their jobs is suddenly a very antisocial and unpopular choice."

Sadly not for people who holiday on air-conditioned beaches or in Sunny Mountain Ski Domes in Dubai ;-(

PS. Thanks to @Green_Luvin and @dubaifeed on Twitter for pointing us to the USA Today article.

SHARE THIS