Some retailers believe that it's important to make their stores easy to find. They'll even pay a premium for space in popular malls or streets with lots of foot traffic. Sony is taking a different approach with its Xperia Aquatech Store, which is underwater.
This is a marketing gimmick to drive home the point that Sony makes waterproof devices, but it's an admirably over-the-top (or, I guess, under-the-sea?) approach. The Xperia Aquatech concept store is only open 4 meters underwater in Dubai for three days.Sony provide scuba training, dive guides and a boat to help people reach the store.