It’s lovely watching a company go completely mad. Case in point, Sony Ericsson which has just revealed the world’s first smartphone with a transparent screen.

Dubbed the Xperia Pureness, it’s certainly a good looking handset though quite whether it justifies the following piece of PR fluff is a matter of debate.

“The 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.”

Eh? What’s utterly brilliant is that it’s quite literally all style and no substance, with Sony Ericsson unleashing a barrage of stylish press shots backed by absolutely no technical details whatsoever.

The company is promising to reveal more details closer to the November 2009 release date. Until then, I suggest you peruse the following pictures and bask in the phone’s reflected glory, following the secret story contained within.

1. “Yes, I’m surprised they let me use my phone in prison, too. Did you bring the file so I can saw through the bars and make my escape?”

2. “Yes darling, I’ve hidden two of them in my ear rings, they’ll never suspect a thing.”

3. “Blast, caught and thrown into prison for fifty years. Don’t I feel the fool? On the bright side, I get to keep my phone and it’s making me feel strangely calm ahead of my midnight meeting with Butch Linda.”