Museums are offering 'salvation' — free access and cold drinks — as protection from the deadly heatwave baking Europe

Europe is absolutely baking right now. A massive "heat dome" is parked over the continent, trapping hot air beneath it like a lid, pushing Europe into one of its most punishing heatwaves on record. France, the epicenter of it all, logged its hottest day ever this week, and the UK smashed its all-time temperature record for June. And there is, sadly, a human toll involved: French authorities have reported about 40 drowning deaths since June 18 as people sought relief in rivers and canals. Spain’s public health-monitoring system recorded over 200 heat-linked deaths over the course of four days. And, as you might expect, hospitals across Europe are reporting a surge in emergency visits.

Amidst the backdrop of this vast public health emergency, Europe’s museums are advertising themselves as places of refuge from the heat. It's a big deal considering only about 20% of homes in Europe have air conditioning, compared to about 90% in the U.S.

In London, the Imperial War Museum told Instagram followers it offered "salvation" from the heat in the form of air conditioning and a café fully stocked with cold drinks. In Paris, the Museum of the History of Immigration — which runs at about 72 degrees Fahrenheit to protect the artwork, far below the 100+ temperatures outside — offered free admission through Friday.

The marketing seems to be working. Constance Rivière, who runs the Palais de la Porte Dorée, the Paris institution that runs the immigration museum, told the New York Times that 540 people came through the museum’s front doors on Wednesday, roughly 200 more people than the same day a week prior.