Collaboration with KEUNE.
To create a truly meaningful gift for its Keune Ambassadors, Keune wanted to go beyond the traditional corporate present and turn it into a story of creativity, inclusion and shared values.
The artists of InOut, ASSIDO’s artistic collective, created a series of original artworks inspired by the world of Keune and the art of hairdressing. From all the submissions, a jury selected two finalist pieces, created by:
- Álex Pagán, whose artwork captured his personal interpretation of what it means to be a hairdresser—someone who inspires confidence, expresses creativity, builds close relationships and has the ability to transform not only how people look, but also how they feel.
- Carlos Martínez, who interpreted the essence of Keune through his own artistic perspective, creating a piece that reflects the values, character and inspiration the brand evokes for him.
Each toiletry bag represents far more than a gift—it is the meeting point of beauty, art and inclusion. Created to recognise the dedication of professionals who make hairdressing a form of creativity and care, it also celebrates the extraordinary talent of artists who use design to share their unique perspective on the world.
Discover more about the two artists behind these designs below.
Álex Pagán is an artist at ASSIDO, the Association for People with Down Syndrome and Intellectual Disabilities in Murcia, Spain, where he has developed an artistic practice rooted in a deeply personal and intuitive perspective.
His creative work is inspired by the experiences, memories, emotions and meaningful moments that shape his life and identity. Through his art, Álex has created a visual language of his own—one that allows him to express what matters to him, what moves him and what accompanies him in his everyday life.
Álex’s artistic universe is inspired by the people, memories and moments that are closest to him—birthdays, celebrations, loved ones and personal experiences. Each composition becomes a kind of visual diary, where symbols, figures and words come together to tell stories rich in emotion and meaning. Rather than simply depicting images, his work creates narratives shaped by the experiences and feelings that define his everyday life.
Visually, his paintings are characterised by an extraordinary richness of detail and a strong tendency towards horror vacui—the deliberate filling of space with symbols and expressive elements that interact across the composition. In some ways, this approach recalls the visual intensity of Jean-Michel Basquiat, whose work is also known for its layered imagery and energetic use of space. Yet Álex transforms these influences into something entirely his own, creating a distinctive visual language that is instantly recognisable.
His work is inherently narrative, with every figure, word and symbol contributing to a larger story. Each piece invites viewers to slow down, explore its many details and discover new meanings with every encounter.
Beyond his artistic practice, Álex is known for his calm, kind and approachable nature. He is thoughtful, hardworking and remarkably consistent, always bringing dedication to everything he does. He is also fascinated by magic and by anything that sparks curiosity and wonder—qualities that can be felt in the playful energy and vitality of his artwork.
A defining characteristic of Álex’s creative process is his remarkable independence. He works with confidence and freedom, making his own artistic decisions and maintaining a deeply personal connection with every piece he creates.
Over the years, his work has attracted growing recognition and has been exhibited in a variety of artistic exhibitions. He has also completed large-scale commissioned works, demonstrating the ability of his art to move beyond the studio and connect with diverse audiences. His artistic journey continues to evolve, driven by an authentic creative voice and a unique visual identity.
Carlos Martínez is an artist at ASSIDO, the Association for People with Down Syndrome and Intellectual Disabilities in Murcia, Spain, where he has found in the visual arts a natural space for creativity, self-expression and personal growth.
Carlos approaches art with a strong creative identity and a clear sense of himself as an artist. He works with confidence, authenticity and conviction, taking great pride in every piece he creates. His artistic practice reflects not only his talent but also his deeply personal way of seeing and interpreting the world.
His work reveals a remarkable sensitivity to form, balance and detail. Over the years, Carlos has developed a distinctive visual language defined by the elegance and simplicity of his compositions. His drawings reduce forms to their essence, using fine, deliberate lines to create images that are both understated and deeply expressive.
There is a quiet strength in his work. Through a precise and disciplined use of line, he is able to simplify his subjects without losing emotion, character or visual impact. Every mark serves a purpose, balancing representation with feeling and allowing the essence of each composition to speak for itself.
As his eyesight has gradually deteriorated over time, his artistic practice has naturally evolved alongside it. Rather than limiting his creativity, this change has led him towards an even greater synthesis of form. His line work has become increasingly central to his artistic language, reinforcing the uniqueness of his style and adding a new dimension to his work.
Throughout his artistic journey, Carlos has participated in a variety of exhibitions, sharing creative spaces with fellow artists, including José David, also known as Nanana. These experiences have strengthened his artistic development while demonstrating how art can become a powerful vehicle for communication, collaboration and personal expression.
Carlos’s work is defined by honesty, sensitivity and clarity. Through the simplicity of line, he creates a compelling visual universe in which every composition tells a story with elegance, emotion and remarkable artistic maturity.
Conoce más sobre la labor de ASSIDO y su compromiso con las personas con discapacidad intelectual.
