Sony’s underwater Xperia Aquatech store in Dubai now open

December 5, 2014
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Remember Sony’s underwater concept store we mentioned last October? Well, the Xperia Aquatech Store is now open. The store, which is located 4 meters under the sea, officially opened yesterday on the Island at THE WORLD Islands in Dubai.

The Xperia store is not open to the public. It will be open for only three days. VIPs, media, and competition winners are the first lucky ones who can view the store. This is one unique marketing technique, a first of its kind--only from Sony.

Before going to the Xperia Aquatech Store, you need to undergo a mandatory scuba driving training in a pool. After the training, you’ll be taken to the Aquatech store by a diving instructor. If you own a Sony Xperia Z3 Compact or Xperia Z3, you can visit the underwater store but you’ll have to put your gadget in a special waterproof case. Reason is the phone isn’t exactly water resistant beyond 1.5 meters (and so that you won't complain like this South African woman). While inside the store, Sony representatives will demo some Sony Xperia devices.

This underwater marketing strategy is a good idea because it will show off what the Xperia series can do but do we really need to be underwater to know Xperia devices work? I understand the professionals and those with scuba training can do it. I guess Sony just wants people to have a "great experience" or whatever that means. Now, who wants to visit the underwater store?

VIA: Xperia Blog

SOURCE: (1), (2)


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  • Morgan Glassco

    Call me crazy but that doesn’t look like a store but an air bubble…