Italian-born French fashion magnate Pierre Cardin has caused a stir in Venice with the announcement of an 800ft (244m) designer skyscraper.
Designed in association with his nephew Rodrigo Balisicati, the Palais de Lumiere - translated to the Palace of Light - will reportedly cost $1 .9 billion (1.5 billion Euros) to construct.
The futuristic tower has been hailed as Venice's answer to the Eiffel Tower by Veneto region head Luca Zaia.
The local community is divided on the proposal with supporters touting it as a major employment creator and critics declaring it a blight on the much admired historic Venetian landscape of cupolas, bell towers and church spires.
The 60-storey, glass and steel building will be double the height of the famous bell tower in St Mark's Square.
Politicians approved the project earlier this year however, like many major developments in Italy, has since become bogged down in controversy.
According to Basilicati, the proposal will transform an under-utilised industrial port into a world class cultural, entertainment and lifestyle precinct.
"We chose this apparently ugly and difficult location because we hope that it will convince other people that Porto Marghera can enter a new chapter," Mr Basilicati told the Corriere del Veneto newspaper.
It is understood that the 90 year old Cardin, whose wealth is estimated at 300 million Euros, has referred to the Palais as his "last great project".
