Now billionaires are having snow shelters built for themselves Everything there is to know about “snow rooms,” the new trend of the ultra-rich

In some parts of the world, increasingly intense heatwaves appear to be influencing the luxury home sector. In this context, as reported by the New York Times, a curious trend is emerging: the creation of indoor spaces designed to simulate winter. These are not simply air-conditioned rooms, but environments conceived to recreate winter conditions even in the height of summer.

These spaces, commonly known as "snow rooms", are essentially the opposite of traditional saunas. Specifically, the temperature inside these rooms is intentionally kept very low in order to retain the cold.

The new obsession of the ultra-rich: snow rooms

But the purpose of snow rooms is not merely to provide relief from the heat. In some of the world's most exclusive residences, such as Antilia in Mumbai—considered one of the most luxurious private homes on the planet—or aboard superyachts like the Serene, one of the largest ever built, these spaces have become a true status symbol.

This evolution reflects a broader shift in the very concept of luxury. For many billionaires, it is no longer enough to impress guests with exclusive entertainment amenities, such as private home cinemas. Instead, the focus has shifted toward experiences centered on wellness and personal care. Snow rooms fit neatly into this trend as the latest innovation embraced by the ultra-rich in their quest to slow down the ageing process and delay death.

More broadly, treatments intended to increase the chances of living longer—such as "cold therapy"—are rarely supported by scientific evidence. However, the fact that installing snow rooms in private homes is—as one might expect—extremely expensive has only contributed to their popularity among the very wealthy.

Are snow rooms actually beneficial?

In the ultra-luxury residential sector, snow rooms are marketed as spaces capable of "toning" the body and supporting overall health. However, the idea that low temperatures can stimulate both body and mind is not backed by scientific evidence. Available research suggests that the positive effects of cold exposure on the body are more limited and less certain than is often implied by popular belief.

Cold exposure has been practised for centuries across many cultures and, for this reason, has long been the subject of scientific research. So far, however, studies have failed to provide convincing evidence of significant health benefits, and the effects of cold on the immune system remain poorly understood.