PHUKET: The O2 chain, which already has beach clubs in Samui and Phi Phi, is opening a 120 million baht beach club at Chalong, on Phuket's east coast.

The soft opening of the Phuket version of O2 comes tomorrow night with the grand opening scheduled for the lucky number 12.12.12 later in the year.

The new beach club will be alongside the long-established Kan Eang at Pier restaurant and have a larger frontage to the sea than its neighbor.

O2 events coordiator Pramook Tiprimalmas told Phuketwan today that while the other O2 beach clubs were linked to resorts, the new Phuket beach club will be independent.

''We have invested 120 million baht in the Phuket outlet,'' Khun Pramook said.

''Beach clubs seem to be growing in popularity on Phuket. We've been planning this move for several years.''

The chain's online site says: ''Ao Chalong the beautiful and romantic place. Where you can relax, have fun and enjoy the party day and night.

''Lots of beach activities for everyone and kid's corner for children. Only one best place to chill out your self with an ocean breath in spectacular view of Chalong Bay. Offer outstanding excursion with an exotic environment for your relaxation.''

Beach clubs in less accessible parts of Phuket are expected to suffer as more clubs open and flourish in places close to where Phuket's tourists already hang out.

Environmentalists are concerned that the perception that Phuket is the party capital of the Andaman region will hasten the disappearance of the island's beaches under commercial enterprises. Noise has become an increasing concern.