Sony's 'Underwater Store' in Dubai Lets You Check Out Smartphones in the Sea

Wi-Fi Enabled 'Store' Is Located Four Meters Below the Waves

Published On
Dec 18, 2014

Editor's Pick

We've seen smartphone companies do wacky stunts to promote waterproof phones before (see Samsung's Underwater Selfie), but this one, from Sony Xperia, has got to be the most fun we've seen. The company built an "underwater store" in Dubai, opening it up last week for three days as a promotional stunt. Looking rather like a giant squid, the "store" was located on the seabed at a depth of four meters. Some lucky competition winners, VIPs and media were invited to set off with scuba gear. Once inside, they found themselves in a Wi-Fi-enabled environment, where they could stand on the sea bed with their heads above water and browse a range of Sony Xperia devices, artfully arranged on coral. The project was the brainchild of FP7/DVB Dubai (part of McCann Worldgroup), which is Xperia's regional agency.

Previously, Wieden + Kennedy also took things underwater to promote the phone, with a series of innovative apps that could only function when Xperia was submerged in H20.


Dec 18, 2014
Brand :
Sony Xperia
Client :
Sony Xperia
Agency :
FP7 / DXB-Dubai
Executive Creative Director :
Paul Banham
Creative Director :
Paul Banham
Art Director :
Mo Aram
Art Director :
Paul Banham
Copywriter :
Chris Booth
Director :
Scott Rawsthorne
Director :
John Shaikh
Film Production :
Music Production :
Producer :
Brence D'SA
Design Director :
Erol Salcinovic
Senior Designer :
Kuba Skowronski
Senior Designer :
Celia Jaber
Senior Designer :
Sameer Ketkar
Head of Production :
Khaled Hamza
Paste-Up Artist :
Rahim Parambayil
Head of Insights and Strategy :
Tahaab Rais
Senior Strategic Planner :
Sameer Islam
Managing Director :
Sasan Saeidi
Event Manager :
Aisha Khan

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Project Type