K-Way® will celebrate its 60th anniversary with a free exhibition in Milan It will be held at the Museo della Permanente and will include talks, workshops and immersive experiences
The upcoming Milan Fashion Week will mark many important anniversaries-one of them being that of K-Way®, the brand that revolutionized wardrobes around the world, turning its name into a benchmark in rainproof and windproof clothing: an item that quickly conquered the lives of thousands of people, becoming a must-have for rainy days, on par with an umbrella, but even more comfortable and practical but also essential and democratic product that practically everyone has bought, owned, or even inherited throughout their life. In addition to the fashion show during Fashion Week, the brand will present the exhibition "In Y/Our Life - The Hidden Side of Everyday Things", curated by Nova Express and Gianluigi Ricuperati, which will represent an immersive experience through which visitors will rediscover the hidden meaning of everyday objects. The exhibition project was born from the desire to explore the connections between design, art, and technology, revealing the unexpected stories behind the things we use every day without even thinking about it. "We wanted to celebrate this anniversary not with a self-celebratory event, but with a cultural experience capable of engaging the public," said the brand's CEO Lorenzo Boglione, and that is why the exhibition's journey unfolds through interactive installations, works of art, historical documentation, and innovative projects, with the intent to stimulate a reflection on our relationship with objects and their cultural, social, and ecological impact. The central idea of the exhibition is based on the need to become aware of the value, origin, and transformation of objects, often taken for granted. In the frenzy of modern life, we rarely stop to reflect on how a simple kitchen utensil, a smartphone, or a piece of clothing has a deep history and meaning to tell. In creating the exhibition, it was important for the brand to make it free for the public: "It’s a celebration we want to share with everyone, without exclusions," explained Lorenzo Boglione. It will only be necessary to register on the dedicated website to visit it or participate in talks and artistic performances.
One of the most engaging aspects of the exhibition is the presence of artistic and interactive installations, created by internationally renowned designers and artists. «Commitment to art is a fundamental aspect of our identity, and this is clearly demonstrated by our 13-year sponsorship of Artissima, one of Italy's leading contemporary art fairs», commented Lorenzo Boglione. Furthermore, as he also announced: «The works created specifically for the exhibition will become an official part of the K-Way® archive». These works not only challenge the common perception of objects, but also offer unique sensory experiences that allow for the exploration of materials, shapes, and concepts in new ways. Through touch, sound, and vision, visitors are immersed in a journey that stimulates reflection and curiosity. The exhibition's curation is entrusted to Nova Express and Gianluigi Ricuperati, experts in design, art, and technology, who carefully selected the artists and projects on display. Noteworthy is the inclusion of other iconic brands that have defined pop culture, becoming, with their name, the quintessential definition of their product. «Our relationship with the other involved brands arises naturally from the common essence that unites them», explained the CEO. «These brands go beyond just the product: they are iconic, they are part of each of our daily lives».
Among the participants are creatives known for their research on sustainability and the relationship between humans and objects, whose work has been exhibited in major museums and international institutions. Each of these creators offers new perspectives on our world through a journey that encompasses various disciplines, including drawing, sculpture, painting, installation, video, and performance. Francesca Casale, also known as SensU, will present an olfactory work that combines the design of the K-Way® pocket with the aroma of coffee, evoking the Bialetti® Moka Express. Serafin Gerber, a Swiss photographer, will offer a series of Polaroid® instant photos capturing dreamlike scenes from cities in Europe, the United States, and Brazil. Agostino Iacurci, an Italian illustrator and sculptor, will invite the public to create sculptures using Pongo® modeling clay, while Koo Jeong-A, a Korean artist who represented her country at the Venice Biennale, will present drawings printed on Post-it® sticky notes to give to visitors. Eva Jospin, a French artist known for her tree installations, will exhibit drawings resembling plant maps on Moleskine® notebooks, while Masha Leonenko, a Ukrainian performer and writer, will offer an artistic skating performance exploring the contrast between light and darkness with her glowing Rollerblade® skates. Tomáš Libertíny, a Slovenian designer, will pay tribute to the Bialetti® Moka Express with a sculpture created in collaboration with bees, while Andrea Magnani, an Italian graphic designer and artist, will present a video animation based on e-mojis created with Gianluigi Ricuperati, translating the partner products into a universal visual language.
Emiliano Ponzi, a world-renowned illustrator, will visually interpret the power of the elements and digital writing, while Luisa Rabbia, an Italian painter, will exhibit a contemporary reinterpretation of the circles of Paradise from Dante’s Divine Comedy, using a technique that involves Bic® pens. Leanne Shapton, a Canadian illustrator, will explore an autobiographical narrative related to objects and romantic relationships through a series of tempera drawings. Patricia Urquiola, a Spanish designer and architect, will present the "Tree of Gifts," a work that will host the "Artist Gifts," the result of collaborations with the iconic products of the partners, while Olimpia Zagnoli, an Italian illustrator, will transform a beach hut into an artwork decorated with her distinctive patterns, embedding 6,800 Chupa Chups® lollipops into the walls to create a sweet and vibrant atmosphere. These artists, each with their own language and vision, invite visitors to explore the deep connection between objects and our daily lives, uncovering unexpected stories and turning the ordinary into the extraordinary.
To participate in the exhibition and register for the free talks scheduled during "In Y/Our Life - The Hidden Side of Everyday Things," you must register at the official link on the K-Way® website by clicking here.