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



1. Tritinum

Posts: 471; Member since: May 06, 2014

well, gimmicky

9. PhenomFaz

Posts: 1236; Member since: Sep 26, 2012

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

14. PapaSmurf

Posts: 10457; Member since: May 14, 2012

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

30. SaintHelena

Posts: 397; Member since: Nov 05, 2014

You just jealous that you're not invited.

21. T.Law

Posts: 423; Member since: May 10, 2014

It's Sony, what did you expect?

29. SaintHelena

Posts: 397; Member since: Nov 05, 2014

You just jealous

2. RuiBacelar

Posts: 153; Member since: Feb 25, 2014

At least they did something.

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

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.

4. cezarepc

Posts: 718; Member since: Nov 23, 2012

lol imagine the risks of electrocution.

12. engineer-1701d unregistered

hahaha love it when people think this

13. cezarepc

Posts: 718; Member since: Nov 23, 2012

I'm stupid so please explain

24. mixedfish

Posts: 1567; Member since: Nov 17, 2013

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

25. T.Law

Posts: 423; Member since: May 10, 2014

Now, we've got a brainiac here!

28. cezarepc

Posts: 718; Member since: Nov 23, 2012

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

32. SaintHelena

Posts: 397; Member since: Nov 05, 2014

Wireless Charging

5. Neo_Huang

Posts: 1067; Member since: Dec 06, 2013

Wow. (note the sarcasm)

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.

7. haneef4u

Posts: 40; Member since: Sep 06, 2012

So what do u expect ? Unicorns ?!

8. remixfa

Posts: 14605; Member since: Dec 19, 2008

+1 for originality but they could have executed that better

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.

11. hboy857

Posts: 367; Member since: Jun 03, 2013

Super lame.

15. gagakiller

Posts: 176; Member since: Oct 08, 2014

Stupid company, stupid ideas, stupidphones

16. JetskiMark

Posts: 20; Member since: Feb 03, 2014

Ridiculous marketing. Yet still better than that of OnePlus.

17. kiarash1994

Posts: 14; Member since: Apr 05, 2012

آپارات lol

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.

22. BBRYy

Posts: 29; Member since: Oct 06, 2014

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


Posts: 261; Member since: May 03, 2013

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

19. ProblemSolver15

Posts: 372; Member since: Jun 14, 2010

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

20. DillWeed

Posts: 150; Member since: Mar 14, 2014

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

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit for samples and additional information.
FCC OKs Cingular's purchase of AT&T Wireless