But what are the reasons behind this trend? How are partnerships structured between two worlds that are close yet fundamentally different? And most importantly, what benefits do these activities bring to the artists involved and to the companies themselves?

To answer these questions, we decided to launch a series of features spotlighting key figures from national and international brands, directors of museums and cultural institutions, and curators of art fairs who will help us delve into the essence of these initiatives.

We begin with Lorenzo Boglione, Vice President of BasicNet and CEO of K-Way, who, during the latest edition of Artissima, shared his fascinating and insightful perspective on how the brand has integrated art and creativity into its mission, transforming every collaboration into a strength.

His insights take us on a journey of color, innovation, and shared values—a relationship that, as we’ll see, goes far beyond aesthetics. K-Way, known worldwide for its iconic raincoats, has built its identity around a few key pillars, including color, contemporaneity, and renewal. During the latest edition of Artissima—one of Italy’s leading contemporary art fairs held in Turin since 1994—Boglione explained how K-Way is “a brand that makes color and contemporaneity one of its pillars.”

Thus, dialogue with visual culture is seen as a natural consequence of the company’s foundational values. This is why, for over a decade, K-Way has been an official partner of Artissima—a collaboration that goes beyond mere sponsorship to become a strategic choice aimed at creating an authentic connection with the public and with a culturally stimulating world.

This could be described as a “virtuous contamination” between creativity and business, offering the company the opportunity to benefit from the prestige and identity of art itself to strengthen its image. As Boglione explains: “Associating with a culturally interesting and stimulating world enriches the brand.”

This synergy can be compared to a phenomenon of osmosis: art adds value, while the brand becomes an important support for culture. It’s not just an investment, though it is certainly an aesthetic one—it’s a strategic choice that impacts brand equity, strengthening the bond with a sophisticated audience.

One of the most interesting aspects of K-Way’s approach is its ability to engage with a specific target audience looking not just for products but above all for experiences and shared values.

“The customer who appreciates art and culture is the one we want to reach,” Boglione says, highlighting how Artissima and other cultural initiatives serve not only as showcases but also as platforms for building meaningful relationships with consumers.

The idea is to offer products that embody healthy, positive values, reflecting what customers are seeking and demonstrating how commercial success and cultural commitment can go hand in hand.

K-Way’s interest in the cultural world is not limited to its collaboration with Artissima. The brand is also involved in other cultural partnerships, such as concerts and music festivals, and it is likely that these initiatives will increase in the near future. As already stated, this approach will not be confined to financial support but will take the form of a true dialogue that benefits both parties.

“Companies and art complement each other, sharing values that benefit both business and society,” Boglione concludes with a clear and forward-looking vision.

K-Way demonstrates how a brand can integrate cultural and creative values into its DNA, transforming them into a strategic lever for success. In a world where consumers are increasingly attentive to brand consistency, the association with contemporary art often proves to be a winning choice. Creativity and business can grow together, enriching one another—a lesson K-Way has embraced with elegance, setting an example for the entire sector.