Xperia Aquatech is Sony’s first underwater store in Dubai!

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Some retailers believe that it’s important to make their stores easy to find. They’ll even pay a premium for space in popular malls or streets with lots of foot traffic.

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Sony is taking a different approach with its Xperia Aquatech Store, one that definitely does not value convenience and spits on the concept of foot traffic. For one thing, it’s underwater. For another, you have to scuba to get there. On top of that, you have to be invited.

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This is a marketing gimmick to drive home the point that Sony makes waterproof devices, but it’s an admirably over-the-top (or, I guess, under-the-sea?) approach.

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The Xperia Aquatech concept store is only open 4 meters underwater in Dubai for three days, and even if you’re a PADI-certified divemaster, you need to be a contest winner, VIP, or otherwise Sony-approved patron before you can enter the ridiculous jellyfish-themed underwater structure.

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Sony provided scuba training and dive instructor guides to help people reach the store, along with this boat. They also provided waterproof cases for people who owned an Xperia Z3 phone, because they are only waterproof up to 1.5 meters for fresh water.

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