The tin-can style submarines made famous in The Hunt for Red October just aren't aesthetically pleasing and designer Taizo Doi agrees. This futuristic submarine design is Doi's work and is inspired by the jellyfish. Doi said he wanted the submarine to look like a sea creature. The design includes a 360-degree platform that allows the passengers, presumably tourists, to see the entire ocean at once.
It may not quite be a personal submarine, but I would prefer someone else controlling and navigating the sea anyway. Oh, and if you want to be artsy with Doi's design, the 360-degree view would allow humans to "be more connected by the beauty of nature." Right. There's nothing beautiful about a killer whale trying to eat your jellyfish submarine transport.