Sony’s underwater Xperia Aquatech store opens

Sony’s first underwater store opened earlier today and we’ve got some pictures to share the experience. The store was due to open yesterday, but the launch was delayed to today due to bad weather. The Xperia Aquatech is a concept store located 4 meters under the sea in Dubai and is only open to lucky competition winners, media and VIPs. The store will only be open for three days, but it’s a great marketing tool.

The lucky few need some mandatory scuba diving training in a swimming pool, prior to being transported to the Aquatech store. Each person had to be taken to the store accompanied by a diving instructor. For those that owned an Xperia Z3 or Z3 Compact phone, Sony ensured that they were taken to the store using a special waterproof case as technically they are not water resistant beyond 1.5 metres. Once in the store, there were a number of Sony Xperia devices that were demoed by a Sony rep. Sounds like a great way to build brand engagement.

Via Twitter.