Lake Como has been a popular getaway for the famous for decades. The likes of Madonna, George Clooney, Brad Pitt and so many more notable names have all visited the picturesque area by the lake.

Last year, Italy welcomed nearly 86 million tourists, and of the multitudes of people that visit the country, the beautiful lake is one of its most popular tourist attractions

Its reputation has become so great that now a company has decided to introduce an interesting souvenir on the market to sell to tourists who love the region.

ItalyComunica is selling 400ml cans of “authentic air from Lake Como” for €9.99 (£8.31), describing the product as “the perfect and luxurious souvenir.”

Lake Como’s popularity sparked the idea for marketing specialist David Abagnale, who used to sell Lake Como posters online.

In an interview with CNN, a spokesperson for the company said that Abagnale wanted to create “a souvenir that could be easily transported in tourists’ luggage.”

According to David Abagnale, the concept of cans not containing liquid provides something completely new and closer to memory rather than an actual product.

The spokesperson added: “It’s not a product; it’s a tangible memory you can carry in your heart.”

Lake Como’s air cans are an idea the creator wanted to be “original, fun and even provocative.” However, not everyone shares the same vision for the product.

Alessandro Rapinese, Lake Como’s mayor, shared that he would’ve preferred visitors to take home souvenirs that celebrate the skills of the region’s local residents, such as a silk scarf – something that Lake Como is renowned for.

He said: “It’s a novel idea, yes, but it’s not for everyone. As mayor of one of Italy’s most beautiful cities, if someone wants to take a bit of air home, I see no problem with it as long as they also take beautiful memories from this area.”

Although the idea may seem farfetched, ItalyComunica has shared what the tourists who buy the souvenir can actually do with it, including reusing the can as a pencil holder.

The cans are not available online and can only be found in local stores around the lake in order to promote tourism in the area.