The event showcases everyday objects through art and design.
K-Way is presenting “In Y/Our Life - The Hidden Side of Everyday Things,” a global, multidisciplinary exhibition to celebrate the brand’s 60th anniversary. The exhibition, which debuted in Milan at Museo della Permanente on Feb. 26, celebrates and brings together also other brands, chosen by K-Way because they have become part of everyday life. The brands on display include: Bialetti, BIC, Borotalco, Borsalino, Chupa Chups, K-Way, Moleskine, Polaroid, Pongo, Post-it, Rollerblade and Scotch. In Y/Our Life “explores the poetic side of daily life through art, design, and archives, revealing the deeper stories behind the objects we often take for granted,” said K-Way.
A group of 13 internationally renowned artists have reinterpreted the symbolic objects of those partner brands through artworks, performances and other artistic expressions. The artists involved are 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.
The exhibition, curated by Nova Express and Gianluigi Ricuperati, will be in Milan until March 2. It will later open in London, Seoul and Paris.
