Xperia Z3 is the world’s first fully waterproof range of smartphones and accessories. To demonstrate this feature in a way that would reposition Sony as an innovative brand we opened THE WORLD’S FIRST UNDERWATER STORE – a unique pop-up store 5 metres under the sea, just off the coast of Dubai. Inside the jellyfish-themed structure, customers could stand on the seafloor and breathe over 700 cubic feet of freshly pumped air, surrounded by Xperia products on custom-designed coral displays. The store was also equipped with WiFi so they could tweet and share live from under the sea.