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Sony customers scuba dive down to underwater store in Dubai

Scuba diving technology fans were in for a treat this weekend as the Xperia Aquatech Store opened in Dubai, four metres underwater. Sony launched the store on Friday 5th December to promote waterproof devices and it was open for just three days. The shop is only accessible to VIPs, winners of competitions, and the media - and they have to scuba dive to reach it.

Sony customers scuba dive down to underwater store in Dubai

Sony launched an unusual marketing gimmick this weekend with the opening of an underwater store in Dubai to promote its waterproof devices

The Xperia Aquatech Store could only be accessed by scuba diving four metres down to the unique shop and it was open for just three days.

The underwater store opened on Friday 5th December and it was only accessible to winners of competitions, VIPs and the media, all of whom had to don wetsuits and receive scuba diving training beforehand in a swimming pool.

Customers were escorted down to the underwater shop by professional diving instructors where they could then browse the number of waterproof Sony Xperia devices that were demoed by a Sony rep.

The reps also provided waterproof cases for scuba diving customers who owned an Xperia Z3 phone, because the devices are only waterproof up to 1.5 meters for fresh water.

Dubai is becoming one of the Middle East's most popular destinations for scuba diving holidays and hotspots include Muscat in Oman, the Musandam Peninsula in Dubai, Haifa and Akhziv in Israel, Abu Dhabi, and Fujairah.

Dubai is also scheduled to get a new underwater theme park that will be located in the shallow waters off the new World Islands development. The attraction will be accessible to scuba diving enthusiasts and snorkelers.

The five-acre site, named Pearl of Dubai, will be designed by the art team from the 2009 blockbuster film "Avatar and the "Pirates of the Caribbean" films and it will be created to look like a lost ancient city.

While scuba diving in the Middle East, divers can explore warm waters that are teeming with tropical marine creatures such as turtles, octopus, barracudas, eels, parrotfish and rays. There are plenty of diving sites to discover with an array of shipwrecks, caves, walls and reefs.

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