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Sony's underwater Aquatech store opens... door? Is far less impressive in reality

Posted: , by Chris P.

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Sony's underwater Aquatech store opens... door? Is far less impressive in reality

An underwater store to sell waterproof Sony devices? That's what we were told to expect from Sony at the end of this past October, and today, the so-called Sony Aquatech Store opened its... door? Anyway, if you came across the above render of what the store was marketed to be like, you might just find the real thing a bit of a letdown.

Quite frankly, we were imagining something a tad fancier – not a giant tub facing downwards with a few stickers and waterproof Xperia phones imprisoned within massive cubes that keep them dry. That's right – Sony phones may be IP-certified, but given enough time, water will enter the phones' encasing and drown it, so the company didn't have much choice. Still, we are not blind to the irony.

By the way, in case you are wondering, the answer is no – even if you live Dubai, where the store is located, you likely can't check it out in person, as visits are reserved for media people, VIPs, and contest winners. Worse yet, the store is scheduled to be opened for just three days. This means that unless you're reading this from your 200-foot mega yacht, the images and video clips below will be the closest you are getting to Sony's Aquatech Store.




source: Toranji

33 Comments
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posted on 05 Dec 2014, 09:54 5

1. Tritinum (Posts: 471; Member since: 06 May 2014)


well, gimmicky

posted on 05 Dec 2014, 10:54 3

9. PhenomFaz (Posts: 1235; Member since: 26 Sep 2012)


Another letdown from Sony. Kind of gotten used to it by now

posted on 05 Dec 2014, 11:51 1

14. PapaSmurf (Posts: 10409; Member since: 14 May 2012)


No surprise. Only "VIP" guests are allowed lol. They never learn.

posted on 07 Dec 2014, 10:21

30. SaintHelena (banned) (Posts: 397; Member since: 05 Nov 2014)


You just jealous that you're not invited.

posted on 05 Dec 2014, 20:05

21. T.Law (Posts: 413; Member since: 10 May 2014)


It's Sony, what did you expect?

posted on 07 Dec 2014, 10:21

29. SaintHelena (banned) (Posts: 397; Member since: 05 Nov 2014)


You just jealous

posted on 05 Dec 2014, 09:54 12

2. RuiBacelar (Posts: 153; Member since: 25 Feb 2014)


At least they did something.

posted on 05 Dec 2014, 09:58 8

3. SuperAndroidEvo (Posts: 4801; Member since: 15 Apr 2011)


It's not that bad, it's still WAY different than anyone else is doing.

Kudos for the originality.

+1

posted on 08 Dec 2014, 07:34

33. jaytai0106 (Posts: 1888; Member since: 30 Mar 2011)


Now I just need to get invited and take my Z2 there to take some pictures.

posted on 05 Dec 2014, 10:00

4. cezarepc (Posts: 714; Member since: 23 Nov 2012)


lol imagine the risks of electrocution.

posted on 05 Dec 2014, 11:38

12. engineer-1701d (Posts: 3214; Member since: 13 Mar 2014)


hahaha love it when people think this

posted on 05 Dec 2014, 11:41 1

13. cezarepc (Posts: 714; Member since: 23 Nov 2012)


I'm stupid so please explain

posted on 05 Dec 2014, 21:39

24. mixedfish (Posts: 1144; Member since: 17 Nov 2013)


Electrocuted by a phone, you must be an ant or something.

posted on 05 Dec 2014, 21:49

25. T.Law (Posts: 413; Member since: 10 May 2014)


Now, we've got a brainiac here!

posted on 07 Dec 2014, 06:24

28. cezarepc (Posts: 714; Member since: 23 Nov 2012)


Not the phone man, but the cables charging those phones.

posted on 07 Dec 2014, 18:14

32. SaintHelena (banned) (Posts: 397; Member since: 05 Nov 2014)


Wireless Charging

posted on 05 Dec 2014, 10:02

5. Neo_Huang (Posts: 1067; Member since: 06 Dec 2013)


Wow. (note the sarcasm)

posted on 05 Dec 2014, 10:07 4

6. xtroid2k (Posts: 514; Member since: 11 Jan 2010)


While cool, I'm not that impressed. Seems like a wasted budget to me. money could have been better spent.

posted on 05 Dec 2014, 10:36 1

7. haneef4u (Posts: 31; Member since: 06 Sep 2012)


So what do u expect ? Unicorns ?!

posted on 05 Dec 2014, 10:37 1

8. remixfa (Posts: 14255; Member since: 19 Dec 2008)


+1 for originality

but they could have executed that better

posted on 05 Dec 2014, 11:14 2

10. Andrewtst (Posts: 597; Member since: 25 Jan 2009)


What! Who got this idea is fail. This is waste of resource. Not impressive at all such aquatic.

posted on 05 Dec 2014, 11:15

11. hboy857 (Posts: 349; Member since: 03 Jun 2013)


Super lame.

posted on 05 Dec 2014, 12:04 1

15. gagakiller (banned) (Posts: 176; Member since: 08 Oct 2014)


Stupid company, stupid ideas, stupidphones

posted on 05 Dec 2014, 12:06 1

16. JetskiMark (Posts: 7; Member since: 03 Feb 2014)


Ridiculous marketing.

Yet still better than that of OnePlus.

posted on 05 Dec 2014, 12:10 1

17. kiarash1994 (Posts: 14; Member since: 05 Apr 2012)


آپارات lol

posted on 05 Dec 2014, 12:22 2

18. imnotascammer (Posts: 160; Member since: 22 Aug 2012)


Not because the writer says its bad, its really bad. (,--) Its unique, no other company have done this before. GSMarena even thought it was cool. People please dont just be persuaded by what you read in a single article.

posted on 05 Dec 2014, 20:23 1

22. BBRYy (Posts: 29; Member since: 06 Oct 2014)


I think it's a great idea doesn't mean they can't take it to the next level

posted on 05 Dec 2014, 20:37

23. SPASE (Posts: 205; Member since: 03 May 2013)


I'm with you on that, there's no bar, no lounge music...

posted on 05 Dec 2014, 12:46

19. ProblemSolver15 (Posts: 253; Member since: 14 Jun 2010)


I mean, it's not even all that. Nice try though. Dare to be different.

posted on 05 Dec 2014, 15:20

20. DillWeed (Posts: 149; Member since: 14 Mar 2014)


that video was cringey. some marketing man got the boot or is soon going to.

posted on 06 Dec 2014, 12:17 1

26. AustinPaul (Posts: 67; Member since: 13 Dec 2011)


I don't need an article or media to convince me this is lame. Now, had it been something with lighting, HVAC, a platform to enter and then a true underwater habitat, I would take notice. This deal just reminds me of when us kids would take our little plastic boat and turn it upside down and get under it in the lake.

posted on 06 Dec 2014, 14:39

27. GalaxyS5 (banned) (Posts: 430; Member since: 05 Aug 2014)


They are wasting money .. I admire Sony, but they are being stubborn upon many things then suddenly realize the mistake .. like the flaship per 6 months theory now turned a flagship a year .. like the failed midrange offerings, the Z ultra and many other stuff and this is truly sad, so I hope they would concentrate money on ads rather than this ... with vip entrances and such .. what? they are trying to lure people who spend 700 a year on a smartphone away from certain brands? what about their struggling midrange and entry level segments?

posted on 07 Dec 2014, 13:24

31. hossein.slayer (Posts: 2; Member since: 07 Dec 2014)


look at this pages.they are samples of websites in Iran.The video and photos are exclusive.I love my country

zoomit.ir/articles/etc/15767-xperia-aquatech-video

digikala.com/News/News-5278

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