The East End is starting to look a bit like Cannes and the Cote D’Azur as a beach club and luxury entertainment suites are being set up for the Olympics.

Forman’s salmon smokery, in Stour Road, on Fish Island, have been busy setting up the club complete with yachts and beach volleyball, sitting alongside hospitality suites for companies to entertain clients and staff during the Games.

The 107-year-old family firm expects to attract athletes celebrating medal wins, and say guests “will be close enough to hear the roar of the crowds” from the Olympic Park.