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You Have to Scuba Dive to Reach Sony’s Underwater Store 

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, one that definitely does not value convenience and spits on the concept of foot traffic. For one thing, it's underwater. For another, you have to SCUBA to get there. On top of that, you have to be invited. Read More >>