Sony’s creative team at FP7/DXB conceptualised and built an underwater, pop-up three-day store for its Xperia range of products, with the help of 3D printing expert Paradigm 3D.

FP7/DXB turned to Paradigm 3D to create durable and robust coral display props for the underwater store a short swim off The World Islands, Dubai.

The corals were produced in a variety of unique forms that drew inspiration from the natural world in order to create an exceptional environment inside the shop.

FP7/DXB needed 3D printed shop-props that were durable enough to tolerate transportation and spending time under the sea. The customised coral pieces were designed so that Sony’s devices would be perfectly held in place.

Paradigm 3D’s printing division uses Stratasys FDM (fused deposition modelling) systems which have the advantage of 3D printing in ABS, and a comprehensive range of thermoplastics, depending on the requirements. The systems use patented technology to dissolve away the water-soluble support materials, (which are automatically built into the 3D
printed models where needed). Thus, with the beautiful and intricate coral designs, it was
a natural choice to create the models in the Stratasys 3D Production printer wherein both
aesthetic and functional needs could be met, said a statement.

Once the corals had been printed, it was a simple task to remove all the unwanted support material by placing the corals in the waterworks tank. Following this process, the beautiful corals were revealed and ready for use in the Sony world first
underwater store, it said.

With 3D production systems running round the clock, it was possible to create eight medium corals and a magnificent centre piece within one week, it said. "With its in-house Stratasys Fortus 400 and Fortus 900 3D production 3D printers, Paradigm 3D could print the coral in robust ABS plastic to provide a fitted surround for the latest Sony waterproof products," said the company.

Collaborating on the 3D design data with FP7/DXB, Paradigm 3D was able to suggest some simple design changes to optimise the data for 3D printing and reduce the time needed for production, thereby keeping to the strict
requirements of the project meeting the deadline for the opening of the underwater shop and optimizing the aesthetic effects.

Paradigm 3D is the 3D printing services division of leading technology supplier to the Middle East, D2M Solutions FZE, headquartered in Dubai. - TradeArabia News Service