Its name is SUNRISE CACTUS® and it is optimistic, colourful, irreverent. It is the result of the new collaboration between the Brit designer Paul Smith and the brand symbol of radical Italian design Gufram. The latest arrival is yet another bold interpretation of the iconic piece born in 1972 from the brilliant mind of Guido Drocco and Franco Mello. This isn’t the first time the two brands have worked together. Their first collaboration dates back to 2016, which led to the revolutionary PSYCHEDELIC CACTUS®. It was the first time that the legendary Cactus was colored by someone external to the company based in the Langhe. From that day on, nothing was the same. Artists and designers have revisited the object in their image and likeness, transforming it into a true contemporary superstar. The new SUNRISE CACTUS® is inspired by the dawn of every new day and Paul Smith’s claim “every day is a new beginning”. Why dawn? Because it is a symbol of renewal in nature and represents hope and transformation. The brand new product marks the reopening of the Paul Smith store on Melrose Avenue, Los Angeles. “A unique place, which enjoys a freedom that no other city in the world has,” said Charley Vezza, CEO of Gufram. Like the PSYCHEDELIC CACTUS®, the SUNRISE CACTUS® is also available in a limited edition of 169 pieces (photo: Genevieve Garruppo). By Germano D’Acquisto