LYF, acronym of the French Les Yeux Fertiles, founded in 2009 by Cristina Frasca, who is in the driving seat as Publisher and Editor-in-Chief, is considered worldwide the holy book among the publications of the sector. The name, taken from a poetic collection by Paul Éluard, symbolically expresses a sensitive and active gaze towards the exuberant aspect of life that manifests itself in the multiplicity of artistic creation. LYF is not just a magazine, but a pathway, a constantly evolving laboratory, a nonchalant dialogue in which different personalities come together, telling their stories, each contributing their own individual poetry. Each issue has a different theme around which it develops, from the cover, the photo shoots, the pages edited by some of the designers who have changed the world's way of ‘seeing', in a harmonious coexistence of different styles and languages. The deep passion with which the magazine is conceived and realised, the care in terms of graphics, the desire to surprise the reader every time, the contribution of research and innovation, often ironic and nonconformist but always attentive to the latest trends in design and to the new creative avant-gardes, make each issue an unexpected revelation and LYF an absolutely unique and wonderful project, with guidelines but without rigid boundaries to respect.