24.02.2025

In Y/Our Life: Borotalco Joins K-Way®’s 60th Anniversary Exhibition

K-Way®, a long-time advocate of contemporary art, innovation, and creativity, celebrates its 60th anniversary by embracing these principles through In Y/Our Life exhibition. This initiative aims to transform everyday objects into a true language of imagination: from historic advertisements to iconic objects and patents, it showcase the creative genius and evolution of brands that have shaped - and continue to shape - our everyday lives.

The heart of the In Y/Our Life project reveals the poetic side of daily life through the work of international artists. Drawing inspiration from iconic objects, these artists integrate them into their own artistic expressions, offering a sensory journey through drawings, installations, sculptures, paintings, videos, and performances that turn the ordinary into something extraordinary.

The exhibition is divided into three sections, each offering a distinct view of K-Way®’s legacy and the cultural influence of its brand partners, including Borotalco, through a fascinating journey of design and innovation.

Borotalco’s participation emphasizes its enduring influence on Italian culture and daily life, underscoring the brand’s fusion of tradition and innovation. Known for its iconic fragrances and its long-standing presence in Italian homes, Borotalco continues to shape everyday lives.

The exhibition will be held at the Museo della Permanente in Milan from February 26 to March 2, before traveling to London, Seoul, and Paris throughout 2025. Book your visit here: https://kway-inyourlife.com/it/event/in-y-our-life-museo-della-permanen…