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Sony is building an underwater Xperia store in Dubai

Sony has nearly finished building an underwater store that will showcase its waterproof Xperia line-up.

The ‘Aquatech’ store is nearing completion somewhere off the coast of Dubai, but we’re still not sure exactly where.

Ruediger Odenbach, Sony Mobile’s VP for the Middle East and Africa, said the underwater store is part of a ‘bigger, better, and bolder’ approach to how the firm presents its products.

“Currently, Sony Mobile offers its consumers a wide range of Xperia smartphones, tablets, and accessories with the highest waterproof rating,” said Odenbach.

Today we have taken the bold step of creating the world’s first Xperia Aquatech store, which will offer a number of our customers and guests an exhilarating and unforgettable experience, once again highlighting Xperia’s passion for innovation in the smartphone market.”

Sony is extremely proud of its waterproofing techniques, with marketing for the new Xperia Z3 focusing heavily on customer ability to dunk the handset.

The store is set to debut to a select group of press and consumers on December 3, although there’s no word on whether the store will be temporary or permanent.

There’s also going to be a competition prior to the grand opening, giving willing customers a chance to join Sony’s Xperia fare for a dip in Dubai waters.

It’s expected that the new Xperia Z3 and Xperia Z3 Compact will make an appearance, as well as the Xperia Z3 Tablet Compact.

Read More: Samsung Galaxy S6 release date

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