Versace Group continues the exploration of the new niche in world business industries. After the debut and sensational opening of the Palazzo Versace resort on Australia’s Gold Coast in 2000, Versace announced the desire to open a new fashionable resort called the Palazzo Versace Dubai in the Arabian Bays on Dubai Creek.

The building of the resort is set to begin in early 2006, and the opening is scheduled in 2008. The building is a result of work not only of Versace Group, but also of Australian-based developer Sunland Group Limited and Emirates International Holdings.      

The man-made Shangri-la is said to offer 215 suites and 204 villas fully furnished with a specially designed range of Versace Home Collection.

“The design of the Palazzo Versace will include all of the trademarks of Versace style and glamour while incorporating the needs of the local environment,” the President of the Versace Group, Dr. Santo Versace told, Reuters.

“The idea of bringing the Versace philosophy of luxury and style to the ultimate in resort vacationing is a natural combination,” Dr. Giancarlo Di Risio, the Managing Director of the Versace Group said. “We were the first luxury group to develop a branded hotel and this is an important part of the Group's strategy for the future'.

One of the most attractive things on the future beach resort  is the stable temperature. A secret temperature-controller will always keep the temperature at 22 degrees instead of the regular 50 in that part of the country. The technology is keeping in secret, but all the future guests of the “palace” will enjoy acquiring a tan.

"It's a palace," said a spokesman for the venture. "We'll have our own beach where the temperature the whole year will be 22 degrees."