Stratasys Blog

Complex Geometries and Material Properties of Stratasys 3D Printing Enable Unique Coral Structures for Sony Underwater Store

Sony’s unique retail experience in Dubai required scuba gear to get there and featured 3D printed displays created on Stratasys Fortus 3D Production Systems to hold the merchandise.
Sony’s unique retail experience in Dubai required scuba gear to get there and featured 3D printed displays created on Stratasys Fortus 3D Production Systems to hold the merchandise.

Global electronics powerhouse Sony wanted to create a unique shopping experience to promote a special feature of their Xperia line of tablets and smartphones. Sony’s creative agency in Dubai, FP7/DXB, fashioned a pop-up store unlike any other, featuring displays for the phones and tablets that were 3D printed using Stratasys FDM technology.

Making a Splash with Stratasys 3D Printing

Water-soluble support material reveals a complex structure, inspired by nature and 3D printed on Stratasys Fortus 3D Production Systems in ABS thermoplastic.
Water-soluble support material reveals a complex structure, inspired by nature and 3D printed on Stratasys Fortus 3D Production Systems in ABS thermoplastic.

The Sony Xperia line includes smartphones, smartwatches, and tablets. Xperia products are water-resistant to 1.5 meters, setting them apart from most other delicate electronics, and this feature deserved extra attention.

For three days, lucky store patrons and reporters donned scuba gear and swam out to the Xperia Aquatech store, located off The World Islands, Dubai, to test out the merchandise in a truly unique underwater environment that was created from scratch! A maximum of eight people could be in the Aquatech store at once, as oxygen was supplied externally.

Contributing to the fabulous marketing gig were the thematic displays; shaped and colored exactly like sea coral, they were 3D printed by Paradigm 3D, a Dubai-based 3D printing service bureau serving the Middle East. Paradigm 3D is also a member of Stratasys Direct Manufacturing.

Designed and produced by Paradigm3D, 3D printed “coral” bases provided bespoke displays for water-resistant Sony Xperia electronics such as smartwatches, tablets, and handsets.
Designed and produced by Paradigm3D, 3D printed “coral” bases provided bespoke displays for water-resistant Sony Xperia electronics such as smartwatches, tablets, and handsets.

A Perfect and Sturdy Fit

Designed to perfectly cradle the merchandise on display, the coral stands were designed with Z Brush, then 3D printed with Stratasys Fortus 3D Production Systems in durable ABS thermoplastic. The support material was water-soluble and easily removed to reveal the complex, nature-inspired structures. Eight medium-sized display stands and an intricate centerpiece were manufactured over the course of a week and then set up in Sony’s futuristic, domed sea-store.

Paradigm 3D has both Stratasys Fortus 400mc and Fortus 900mc 3D Production Systems. FP7/DXB needed “props that were durable enough to tolerate transportation and spending time under the sea,” according to Paradigm 3D’s case study, which was published in Disruptive Magazine.

3D Printed Marketing Promotions – The Wave of the Future

Creating one of a kind marketing promotions with 3D printing is gaining in popularity. From personalized product memorabilia, to one-of-a-kind spaces like the Xperia Aquatech store, designers, marketers and promoters can now rely on 3D printed pieces for that special touch.

Where will these creative ideas lead next? We can’t wait to find out!

Visit the Sony Xperia Aquatech store in this video.

This post is also available in: German Portuguese (Brazil)

Carrie Wyman

Carrie Wyman

Carrie is a technology and 3D printing enthusiast, with a passion for beautiful design.

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