To showcase the protection that its Xperia phones offer, Sony opened an underwater pop-up store in Dubai. However if you think you can bring a quick visit, you’d be out of luck. The pop-up store will exist only for 3 days and will only be open to those who won Sony’s competition, the media, and VIPs. Only available for a few lucky ones.
Visitors will be required to undergo a scuba diving training in a swimming pool prior to being transported to the store, which we guess makes sense as the store itself is located 4m under water. When you go down, a diving instructor will keep you company.
It’s probably not the most convenient store to get to, but it is a great marketing experience for Sony.