A pile of sand topped by scantily dressed models in a London department store is the latest way to market West Country beach apartments.

Developers, Ampersand are tempting sweltering Londoners with a cool display recreating the beach at Carlyon Bay, Cornwall in on London's Oxford Street store, Selfridges.

The properties to be built on Carlyon Bay are marketed as holiday homes, and it was on that basis that Ampersand got planning permission. Investors in apartments on the sweeping bay will be able to enjoy their seaside properties themselves for six weeks a year with the remaining weeks being managed and rented out on their behalf.

Locals have objected to the scheme, fearing for the natural beauty of the long southern beach and are worried that it will effectively be put off limits. However the agents say they hope the fact that they are going to be holiday homes will help ease pressure on the rest of Cornwall's available housing stock but that doesn’t cut any ice with nearby residents.

Construction work has not started yet but 88 flats have already been sold off-plan even though planning permission for some aspects of the scheme has not yet been granted and the government could order a public inquiry.

The development consists of over 500 luxury apartments, designed by Tate St Ives architects Evans & Shalev, and will be built directly on one of Cornwall's most beautiful beaches. Leisure and retail facilities, together with a boutique hotel, will also be part of the resort, with ambitions to rival the very best holiday destinations in Europe.