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Sony Ericsson Xperia Pureness

The joint venture between Japan's Sony and Sweden's Ericsson said that it approached the Pureness as a work of art rather than technology, crafting it with a transparent screen and hidden keypad -- revealed only when the device is activated.

Unveiled at a media event, the handset is the first phone to reflect the company's new "make believe" advertising campaign.

Sony Ericsson didn't release any details on the Pureness, but said that it would be released worldwide in select cities in November.

Last month, it teamed up with fashion house Dolce & Gabbana to design the Jalou -- a device with 24-carat gold accents. The company also collaborated with vintage brand Ed Hardy to release a tattoo-inspired phone in the U.K.

Posting a $398 million second-quarter loss, Sony Ericsson has been struggling to compete with the rising popularity of smartphones like Apple's iPhone and Research in Motion's BlackBerry.

On Wednesday, the company announced the Xperia X2, a new Windows Mobile 6.5 device that shows frequently used phone activities, missed incoming activity, emails and text messages.