To celebrate its 60th anniversary, K-Way has chosen to involve other iconic brands whose products have become parts of our everyday lives. This idea gave birth to In Y/Our Life – The Hidden Side of Everyday Things, a project designed to explore the poetry of daily life and how simple objects decorate and mold our routines. The French-origin brand, with which we recently had the pleasure of collaborating on the special production How Far You Can Go (https://athletamag.com/en/how-far-you-can-go-a-sailing-portrait-of-ambrogio-beccaria/ ), thus opened its doors wide to creativity and contemporary art, by involving some of the most brilliant minds of the international art stage to reinvent our daily habits. This cultural focus will bring followers on an exciting journey to discover the evolution of timeless brands and their cultural impact. 

K-Way has always been a promoter of contemporary art, innovation, and creativity. It wishes to celebrate its 60th anniversary by fully embracing such principles. By using the gifts of intelligence, art, and talent, the In Y/Our Life project aims to transform everyday objects and gestures into a real language of creativity: the sound of a raincoat zipper, a ballpoint pen writing in a travel diary, a gurgling moka pot on the stove, early in the morning. The exhibition will be divided into three sections, populated by the intersection of iconic brands such as Bic, Borotalco, Borsalino, Chupa Chups, Bialetti, Moleskine, Pongo, Polaroid, Post-it, Rollerblade, and Scotch, along with a group of remarkable international artists, including Francesca Casale, Serafin Gerber, Agostino Iacurci, Koo Jeong-A, Eva Jospin, Masha Leonenko, Tomáš Libertíny, Andrea Magnani, Emiliano Ponzi, Luisa Rabbia, Leanne Shapton, Patricia Urquiola, and Olimpia Zagnoli.

This multidisciplinary exhibition debuts in Milan at the Museo della Permanente from February 26 to March 2, before continuing on to other global locations. To participate for free, visit the link https://kway-inyourlife.com/  and sign up.