"By the way ... is reading the city of Milan through its
streets. 'by the way...' figuratively suggests a way, a street and
literally becomes a part of a conversation of suggesting an alternate
way of looking at things. Reading a city is generally perceived through
its architecture and streetscapes. But a city like Milan has more to
tell than just its architecture; it is about its cultural liveliness
which is its highlight. And one gets the glimpse of the city's cultural
dynamism through its street posters: the urban walkway invitations! And
the rich variety of urban-art that reflects on the streetscape through
these posters."
50 international artists' notebooks will be exhibited. Amongst them some works contain extensive stories; others are turned into pieces of contemporary art and design.