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 brand 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.
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 is divided into three sections:
Happy when it rains
The first section, Happy When It Rains, celebrates the 60th anniversary of K-Way with a tribute to its multicolor universe. A colorful tunnel made of a fabric resembling the iconic raincoats, enriched by objects, memorabilia, one-of-a-kind items, and historic documents straight from the corporate archive. A threshold to connect past and present. A path where every fold, color, and vintage item tells the evolution of a garment that has revolutionized how we experience rain.
Everyday Icons
The second section, Everyday Icons, explores the heritage of the partner brands through a fascinating path of design and innovation. Prototypes, old advertisements, iconic artifacts, footage, and patents narrate the creative genius and evolution of brands that have made a mark in and still define our daily reality. It is a visual and sensory exploration of how some of the most renowned consumer goods have shaped and enriched our lives.
In Y/Our Life
In Y/Our Life, the core section of the project, reveals the poetic side of everyday life through the works of international artists. With their unique approaches, the latter have drawn inspiration from design and embedded the iconic items of the partner brands into their works. This artistic journey will unravel in a world of illustrations, installations, sculptures, paintings, videos, and performances, turning the ordinary into extraordinary. The Tree of Gifts, at the center of the section, will host the Artist Gifts: the result of collaborations with the brands. Each visitor will be free to take one, thus becoming the owner of a unique souvenir of this experience.
The exhibition was held in Milan during the Milan Fashion week and will tour to London, Seoul and Paris
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