Sony Ericsson showed the new Xperia™ Pureness, a simple design phone which brings together beautiful craftsmanship and the concept of “talk, text, time - a holiday from technology”. The Xperia™ Pureness will be officially launched in November 2009 through selected retail distribution channels in key cities around the world.
The handset was shown to media attending an event to launch Sony Ericsson’s new brand direction where the company also confirmed its alignment under the Sony make.believe brand message.
Xperia™ Pureness approaches the mobile phone as a work of art rather than technology. The company’s designers aimed to sculpt an object of design that reflected the purity of water and a sense of calmness when not in use.
Here is video of the Sony Ericsson Xperia Pureness