LONDON — Nothing goes better together than a K-Way rain jacket and London’s stormy weather, according to an upcoming exhibition at Somerset House, which runs from May 15 to 18 as part of Photo London.
Curated by Gianluigi Ricuperati, the exhibition is titled “In Y/Our Life – The Hidden Side of Everyday Things,” and looks at the history of objects from brands including Bic, Chupa Chups, Moon Boot, Polaroid and Scotch.
“One thing that these products have in common is their inclusivity, the fact that they are popular somehow,” said Ricuperati.
“Their inventiveness enhances the experience of daily life — which is very mysterious because it’s made of emotions, memories, projections, et cetera. So we decided to involve artists and designers and creatives in general to interpret these things,” he added.
The traveling exhibition began in Milan after the brand’s fall 2025 runway in February, and will go to Paris after its stint in the U.K. The show tailors itself to every country it visits, offering city-specific installations.
London’s show features a multisensory rain room, designed in collaboration with olfactory artist Francesca Casale and photographer Serafin Gerber; a photographic installation by Anastasia Pavlova documenting the life of things, and a series of works by international artists inspired by the exhibition’s theme.
The installation arrives on the heels of K-Way opening its first store in London after investment fund Permira Growth Opportunities II bought a 40 percent stake in the French outerwear brand, which was valued at 505 million euros.
Lorenzo Boglione, the brand’s chief executive officer, said reception to the store has been “very good,” adding, “Sales are in the area of our expectation. We are looking for more stores, and would like to open at least a couple of more stores in London. We are super excited and will focus on U.K. in general, not only London.”
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