OK, so it’s not quite the same as a full-on brick-and-mortar retail location, but the new Xperia Aquatech concept store is now open in the waters off Dubai. There, divers can be led by Sony employees down into the submerged “showroom” where Xperia products are on hand to be demoed.
We know, it’s very much a marketing stunt (Sony even needed to outfit its “waterproof” phones with extra cases to bring them down to the Aquatech store, as it’s deeper than devices like the Z3 are rated for), but it’s sure got us paying attention. And with rumors of a Z4 just around the corner, we’re curious to see what Sony’s up to next, and if it intends to step up its Android game. At the very least, with winter soon descending upon the Northern Hemisphere, a visit to a subtropical smartphone store in crystal-clear warm waters is sounding pretty good right about now.