Evans & Shalev's proposals for a vast new holiday village on Cornwall's Carlyon Bay have come under fire from a coalition of locals and environmentalists.
The group has launched a campaign to persuade John Prescott to call in the project - which won planning permission back in 1989 - because they fear its impact on the ecology and economy of the local area.
The designs (pictured), resuscitated because of the recent increase in domestic tourism, would include the construction of 511 residential units on a sea-facing promenade with landscaped courtyards behind.
London-based ORMS has also been taken on to draw up a smaller retail and commercial element.
Residents group Carlyon Bay Watch (CBW), Friends of the Earth, the Cornwall Nature Trust and even the Duchy of Cornwall are all demanding the designs be scaled down.
CBW spokesman Peter Browning told the AJ: 'The whole project is simply far too big.We all want some kind of scheme, but not something that will double the size of the existing settlement, playing havoc with the infrastructure and economy.
'The implications for the environment if you concrete and glaze all along the beach are awful, ' Browning added.
The CBW has also won the support of both the Cornwall Nature Trust and the Duchy of Cornwall. They have demanded a more 'in-depth and thorough' environmental investigation into the scheme's impact before it is prepared to give it support.
But David Shalev of the London-based practice dismissed the criticism. 'I do not believe we have anything to worry about, ' he said.