Sony Mobile launches underwater Xperia store in Dubai


What’s the best way to show off a waterproof range of mobile phones and tablets computers? Put them in an underwater store, of course. Sony Mobile Middle East and Africa has done just that with its Xperia Aquatech Store located at The World Islands off the coast of Dubai.

The underwater concept store is four metres below the surface and showcases Sony’s latest Xperia devices and accessories. Visitors access the jellyfish-like store by swimming down to it. Once inside the store users can handle the full Xperia range.

Spyros Gousetis, director of marketing at Sony Mobile Middle East and Africa, says, “Sony Mobile has always been about elegant and premium design, with the Xperia Aquatech Stores, we wanted to put Sony’s pioneering waterproof technology on its smart devices at the forefront in a manner that would deliver an unforgettable experience to guests and fans in a visually, and emotionally powerful way”.


FP7 Dubai was the creative agency tasked with designing the Xperia Aquatech Store. Sasan Saeidi, MD of FP7 Dubai says the agency has always been inspired by “Sony Mobile’s rich story and the diversity in innovation that bestows its products”.

“The Xperia Aquatech store has been conceived to perfectly fit within the underwater element where it will be situated, and stir an emotional response from those that will see it,” Saeidi adds.

The Dubai store will be open from Wednesday 3 December to Saturday 6 December 2014.


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