In Y/Our Life

Every day, billions of people wake up wondering whether it will rain or the sun will shine. And every day, billions of images are captured — fragments of life, moments suspended in time. Photography and natural elements meet and interact, becoming protagonists on the stage of everyday life.
To celebrate its 60th anniversary, K-Way® arrives in London with In Y/Our Life, becoming an official partner of Photo London and presenting a series of new artistic projects, with a special focus on photography. Its participation takes the form of an exhibition spread across three rooms, where rain, wind, and sun — elements that have defined the brand’s history — are artistically reinterpreted. Each room explores one of these vital elements, offering new visions through photographic and artistic works.
K-Way® opens its doors to creativity, involving artists who transform reality into abstract and innovative visions. The familiar scent of coffee blends with an olfactory installation that reproduces the aroma of the famous K-Way raincoats being packed, while beeswax works depict moka pots and paintings showcase tireless artists under the rain. A multisensory installation, finally, explores the magic of atmospheric elements through lights, colors, and scents.
The experience extends beyond the indoor spaces. Somerset House becomes an interactive stage, with a section of the courtyard transformed into K-Way Alley, where eight colorful flags and poetic phrases celebrate rain, the brand’s muse. Outside, the photographic exhibition The Other Side of the Rain, curated by Laura Pannack, tells stories of resilience between Cape Town and London, with the iconic K-Way® outerwear becoming a symbol of protection and expression.
Additionally, Once Upon a Space engages visitors with a rollerblading performance, in collaboration with Rollerblade® and Chupa Chups®, as they glide through the courtyard offering the famous lollipops and inviting the public to immerse themselves in the K-Way® universe.