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

posted by Chris P. / Dec 05, 2014, 9:50 AM

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.

Sony Aquatech Store

View more + 9 images

source: Toranji

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33 Comments

1. Tritinum

Posts: 471; Member since: May 06, 2014

well, gimmicky

posted on Dec 05, 2014, 9:54 AM 5

9. PhenomFaz

Posts: 1236; Member since: Sep 26, 2012

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

posted on Dec 05, 2014, 10:54 AM 3

14. PapaSmurf

Posts: 10457; Member since: May 14, 2012

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

posted on Dec 05, 2014, 11:51 AM 1

30. SaintHelena

Posts: 397; Member since: Nov 05, 2014

You just jealous that you're not invited.

posted on Dec 07, 2014, 10:21 AM 0

21. T.Law

Posts: 423; Member since: May 10, 2014

It's Sony, what did you expect?

posted on Dec 05, 2014, 8:05 PM 0

29. SaintHelena

You just jealous

2. RuiBacelar

Posts: 153; Member since: Feb 25, 2014

At least they did something.

posted on Dec 05, 2014, 9:54 AM 12

3. SuperAndroidEvo

Posts: 4888; Member since: Apr 15, 2011

It's not that bad, it's still WAY different than anyone else is doing. Kudos for the originality. +1

posted on Dec 05, 2014, 9:58 AM 8

33. jaytai0106

Posts: 1888; Member since: Mar 30, 2011

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

posted on Dec 08, 2014, 7:34 AM 0

4. cezarepc

Posts: 718; Member since: Nov 23, 2012

lol imagine the risks of electrocution.

posted on Dec 05, 2014, 10:00 AM 0

12. engineer-1701d unregistered

hahaha love it when people think this

posted on Dec 05, 2014, 11:38 AM 0

13. cezarepc

I'm stupid so please explain

posted on Dec 05, 2014, 11:41 AM 1

24. mixedfish

Posts: 1567; Member since: Nov 17, 2013

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

posted on Dec 05, 2014, 9:39 PM 0

25. T.Law

Now, we've got a brainiac here!

posted on Dec 05, 2014, 9:49 PM 0

28. cezarepc

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

posted on Dec 07, 2014, 6:24 AM 0

32. SaintHelena

Wireless Charging

posted on Dec 07, 2014, 6:14 PM 0

5. Neo_Huang

Posts: 1067; Member since: Dec 06, 2013

Wow. (note the sarcasm)

posted on Dec 05, 2014, 10:02 AM 0

6. xtroid2k

Posts: 601; Member since: Jan 11, 2010

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

posted on Dec 05, 2014, 10:07 AM 4

7. haneef4u

Posts: 40; Member since: Sep 06, 2012

So what do u expect ? Unicorns ?!

posted on Dec 05, 2014, 10:36 AM 1

8. remixfa

Posts: 14605; Member since: Dec 19, 2008

+1 for originality but they could have executed that better

posted on Dec 05, 2014, 10:37 AM 1

10. Andrewtst

Posts: 697; Member since: Jan 25, 2009

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

posted on Dec 05, 2014, 11:14 AM 2

11. hboy857

Posts: 367; Member since: Jun 03, 2013

Super lame.

posted on Dec 05, 2014, 11:15 AM 0

15. gagakiller

Posts: 176; Member since: Oct 08, 2014

Stupid company, stupid ideas, stupidphones

posted on Dec 05, 2014, 12:04 PM 1

16. JetskiMark

Posts: 20; Member since: Feb 03, 2014

Ridiculous marketing. Yet still better than that of OnePlus.

posted on Dec 05, 2014, 12:06 PM 1

17. kiarash1994

Posts: 14; Member since: Apr 05, 2012

آپارات lol

posted on Dec 05, 2014, 12:10 PM 1

18. imnotascammer

Posts: 160; Member since: Aug 22, 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.