We explore the nature of the bulk transition observed at strong coupling in the SU(3) gauge theory with Nf=12 fermions in the fundamental representation. The transition separates a weak coupling chirally symmetric phase from a strong coupling chirally broken phase and is compatible with the scenario where conformality is restored by increasing the flavour content of a non abelian gauge theory. We explore the intriguing possibility that the observed bulk transition is associated with the occurrence of an ultraviolet fixed point (UVFP) at strong coupling, where a new theory emerges in the continuum.