The following video (https://www.youtube.com/watch?v=UNoEflEM2IQ) indicates that it's possible to swap primitives in the DLA architecture by editing prototext files and building a new bitstream with a build script. Where would one attain this build script as no tools for building new bitstreams appear to be included in the intel distribution of OpenVINO with FPGA support? It appears the same question was brought up in this post https://software.intel.com/pt-br/node/805214 with no resolution. Further are the precompiled binaries included with OpenVINO all the same general DLA architecture with altered parameters and primitives?
I am sorry to tell you that currently the custom primitive features is still not available. If you would like to get more information on this then please contact your local FAE or sales.