Xperia Aquatech is Sony's first underwater store

The Xperia Aquatech store is located 4 meters under the sea in Dubai. If you are thinking of taking a trip out there to buy some new Sony gear then I have some bad news. The underwater store is only open to some lucky competition winners,  a few people from the media, and some special Sony VIPs. Anyway, it will only be open for three days! OK, it is a gimmick, a marketing tool, but you have to admit it is a good one!

Before taking the dive each store visitor needs to take a mandatory lesson in using Scuba equipment in a swimming pool, then to get to the store you need to be accompanied by a qualified diver. Once in the store Sony has a number of Xperia devices on show, and a nice friendly company rep to demonstrate them.

Of course the whole point of this marketing exercise is to underline Sony’s innovation and commitment to making waterproof devices. There was one caveat though, if you wanted to take your own personal Xperia Z3 or Z3 Compact with you, it had to be put into a special waterproof case as those devices are only waterproof to 1.5m!