sony underYou might recall that a couple of months ago, we reported that Sony was planning on opening an underwater retail store to showcase the protection that its Xperia phones offer. Well for those who are interested in seeing what the store might look like, Sony has announced via its Twitter that its underwater pop-up store in Dubai has officially opened!

However if you think that you can simply stroll into it, 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. Visitors will be required to undergo mandatory 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.

sony under 2Each visitor will also be accompanied by a professional diving instructor. Sony will also be providing special cases for Sony Xperia Z2 and Xperia Z3 owners as the depth of 4m is beyond the 1.5m protection advertised by Sony, but once they reach the store, there will be a number of Sony devices that will be demonstrated by a Sony rep.

It’s probably not the most convenient store to get to, but it does a good job of marketing Sony’s products. Previously Sony marketed one of its MP3 players by selling it inside a water bottle to prove its water resistance, and it wasn’t too long ago that the Sony Xperia Z3 was given an underwater unboxing treatment.

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