Motomorph will enable consumers to build their own mobile phone around a skeletal piece of hardware. They will be able to change the shape of the cover, the screen type and add pieces of software.
The concept will launch in the UK on September 1 and then roll out across Europe.
It is part of Motorola's strategy to seize the initiative in marketing to 14- to 24-year-olds. Nokia has led this market, with its innovations in phone fascia design. "Despite inventing mobile telephony we've lost touch with youth," said Elena Panizza, consumer communication director EMEA.
Motomorph is part of a Europe-wide campaign by Motorola to engage with young people.
Motorola is one of three partners of the 'Isle of MTV' European dance music tour.
Nokia holds 35% of the global handset market and Motorola's 16%, according to Gartner Dataquest.
Panizza, formerly a senior marketer at Diesel, Benetton and Caterpillar, arrived last year to add fashion brand experience to Motorola's technology experience.
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