Bulgari is known for its authentic and deep relationship with creativity and craftsmanship. To celebrate the 10th year anniversary of Bulgari's most successful and iconic ring, the B.zero1, Prima has matched them with the worldwide acclaimed contemporary artist Anish Kapoor, a natural fit due to the affinity in design and style.

The resulting creative collaboration consisted in the reinterpretation of the iconic Bulgari ring into an affordable and beautiful art piece that immediately became a collector's object of desire.

The ring was launched at the Bulgari flagship store in London with an event hosted by Bulgari's CEO, and Dasha Zhukova, and followed by an exclusive dinner at Harry's Bar, which was attended by the most influential people in contemporary art. Other marketing initiatives included an exclusive window display in stores in all key markets, a specially dedicated microsite, and a behind-the-scenes video.