London, Oct 14 : Gyrofocus, the hanging fireplace that can rotate through 360 degrees to throw light and heat into all corners of a room, has been named the most beautiful object in the world.

The new winner of the Pulchra design competition, essentially a beauty contest for beautiful objects, took first prize over legions of other beautifully designed objects.

Designed all the way back in 1968, the fireplace was designed by Dominique Imbert, the founder of French contemporary fireplace firm Focus, reports The Telegraph.

It is described as "revolutionary both in form and technical innovation" on the company website.

This year the objects ranged from a diamond to a Sony Ericsson phone and 74,425 participants voted for their favorite.

The Puchra was created by Sandro Silvi, an internationally renowned architect. The contest’s purpose is to showcase, each year, and for the next 10 years, 100 objects; all of which have been chosen, by experts, for their beauty.

The Pulchra contest was launched in 2007, with this year''s winner receiving 10,000 euros in gold coins. (ANI)