Sony reveals details of underwater Dubai store

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Sony Mobile Middle East and Africa has unveiled the futuristic aquatic design of the world’s first Xperia Aquatech Store that will be located at The World Islands, off the coast of Dubai.

The underwater concept store will host the first ever technology showcase at a depth of four metres when it opens in early December.

Sony said in a statement that visitors will get to go through a unique experience and browse through the full range of Xperia waterproof smartphones, tablets and accessories.

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Spyros Gousetis, director of marketing at Sony Mobile Middle East and Africa, said: “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.”

Speaking on behalf of the design team, Sasan Saeidi, the managing director of FP7 Dubai, added: “We have always been inspired by Sony Mobile’s rich story and the diversity in innovation that bestows its products, and 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.”

FP7 Dubai is Sony Mobile’s creative agency which conceptualised and designed the Xperia Aquatech Store.

The store, set to debut off the coast of Dubai on December 3, will be open for three days. It will welcome a number of lucky visitors from competition winners, to VIPs as well as a large number of regional and international media.

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