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Unveiled on Brighton beach last week (24 July), the 'Ultimate Deck Chair' provides a mobile sunbathing space for two people, while a GPS tracker directs the on-board parasol to follow the movement of the sun.
Sun-cream, drinks, book holders, a stereo system, a refrigerated slushy machine and built-in sandpit also feature, as well as deployable wind breaks and retractable towels to keep the buggy dry and sand-free.
Solomon Rogers, managing director of Rewind FX, said: "We were commissioned by Holiday Autos to make the holiday experience better than ever before and we wanted beachgoers to enjoy a day at the seaside without having to worry about overcrowding, sand getting everywhere and forgetting the sun cream.
"The ultimate deck chair takes the traditional design and builds on it to provide holidaymakers with the very best seaside experience possible – whilst hopefully also raising a smile."
Michael Callaghan, director of brand development at Holiday Autos, added: "Our job is to inject as much fun, freedom and frivolity into holidays as possible, something the Ultimate Deck Chair most certainly does. It seems to have gone down a storm in Brighton, so it looks likely that we will take to the road and head to some of the beautiful sandy beaches around Europe."
Holiday Autos is currently finalising the destinations to be visited by the Ultimate Deckchair’s tour.
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