Sony Mobile Middle East and Africa has unveiled the first Xperia Aquatech Store - a temporary underwater feature located at The World Islands off the coast of Dubai.
According to the company, the concept store is the first to host a technology showcase at a depth of four meters. Visitors are promised "a unique experience" that will see them browse through the full range of Xperia waterproof smartphones, tablets and accessories.
Spyros Gousetis, director of marketing at Sony Mobile Middle East and Africa, says the company "has always been about elegant and premium design and, with the Xperia Aquatech Store, 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".
Speaking on behalf of the design team, Sasan Saeidi, MD of creative agency FP7 Dubai, adds the store was conceived to fit in with the underwater element as well as showcase the devices in an innovative way.
FP7 Dubai is Sony Mobile's creative agency which conceptualised and designed the Xperia Aquatech Store. It is open this week only and will welcome visitors including competition winners, VIPs, as well as a large number of regional and international media.
Sony Mobile's waterproof range includes the flagship high-end Xperia Z3 smartphone, the mid-range M2 Aqua, as well as the Z3 Compact and Z2 tablets.
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