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You have to scuba dive to get to Sony's new cellphone store

You have to scuba dive to get to Sony's new cellphone store
Sony Xperia Twitter

Sony really wants to make a point about its new waterproof smartphone - the Xperia Z3. It could have just put tanks of water in stores. But no. Sony is taking it to the next level.

Sony has created an underwater store that you can only get to by scuba diving. No, this isn't an episode of "LOST" or an installment of "James Bond," it's a reality, and a cool one at that.

The Xperia Aquatech concept store is 4 meters deep into the sea in Dubai, and was only open to competition winners and media for three days. Participants even had to take scuba diving lessons in a pool for the adventure and were taken to the store by a diving instructor.

Once in the store, participants were greeted by Sony officials who detailed all the cool new features of Sony's latest Xperia devices.

It's interesting to note that the Xperia Z3 is only waterproof in sea water and down to a depth of 1.5 meters. Therefore, the devices had to be put in another special waterproof case.

Next page: See photos of the underwater store.
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