LESS NOISE at MSGM is a project conceived by KoozArch at the intersection of design, fashion and publishing, which aims to carve out a space for slower, more conscious reflection to counter the frenzy of Milan Design week. In this context, the book takes centre stage — not only as a design object, but as a vehicle for ideas and research — as the MSGM flagship store in Via Broletto is transformed into a cultural salon, hosting a pop-up of the Berlin-based bookstore, do you read me?! In this reconfigured space, KoozArch and do you read me?! have brought together a careful curation of printed matter, and a chorus of inspiring voices from culture, design and fashion. Their candid conversations foreground the potency of publishing, between those critical agents who are redefining the field.
Quite literally, framing this experience is the Anfibio — the iconic sofa designed by Alessandro Becchi for the historic brand Giovannetti — a symbol of versatility and sharing since its creation in 1970. Its various configurations have inspired the structure of the talk series — eschewing the traditional audience setting to foster a more intimate and horizontal dialogue between speakers and visitors.
In a remarkable collaboration initiated by KoozArch, MSGM and Giovannetti breathe new life into this design icon. The brand founded by Massimo Giorgetti has created an exclusive upholstery for the Anfibio, which will become the visual and symbolic centerpiece of LESS NOISE at MSGM and its talks. This synergy emerges from the meeting of MSGM’s ethos of freedom and boldness with Anfibio’s values of versatility and sharing, celebrating the excellence of Italian design by reinterpreting a timeless classic with a contemporary aesthetic.
PROGRAM for SPACE BETWEEN: LESS NOISE TALKS @ MSGM Flagship Store
At a time of real and unreal narrators, LESS NOISE talks explore the intersection of independent publishing, architecture, design and fashion. The meaning and means of publishing today are conditioned by collaborative, automated, and digital modalities, material realities and dynamic attention spans. Over coff ee and in the context of Milan Design Week, LESS NOISE will focus on pivotal projects and the potency of publishing, through intersectional conversations with designers, publishers, authors and editors. What we hope to do is look at and learn from the space between.
All conversations are available on KoozArch as part of the Space Between podcast series, which builds on the belief that conversations, bridging across diff erent spheres, can extend our ability to imagine better futures. Across art, architecture, design and fashion, these discussions seek to build knowledge, fi nd commonalities, and inspire new collaborations.
LESS NOISE: Breaking Ground moderated by Federica Zambeletti (KoozArch founder) with Federico Sargentone (Author of Midcareer Writing, Sorry Press, 2024) and Noemi Biasetton (Author of Superstorm, Onomatopee, 2024).
How might publications seek to disrupt? What does this mean for their form, content and placement? Publications that aim to disrupt take multiple forms, transferring knowledge from one fi eld to another or approaching translation as a research method; troubling the bounds of patriarchy, or decolonising a canon. This discussion draws from designers and works that challenge systemic or normative expectations.
LESS NOISE: The Laws of Attraction moderated by Federica Zambeletti (KoozArch founder) with Elise By Olsen (International Library of Fashion Research), Giulia Nardi (COSE journal) and Leonard Streich (Something Fantastic).
Physical appeal — through materiality and aesthetic — is an undeniable factor for print publications. If ‘content’ can be said to proliferate online, the value of print resides in tangible experience. From fashion and architecture to graphic design: what happens when design capabilities are translated? This discussion considers the aesthetics of printed matter as the expression of appeal and stance.
LESS NOISE: Publish and Be Damned moderated by Federica Zambeletti (KoozArch founder) with Nacho Alegre (Apartamento) and Lars Müller (Lars Müller Publishers).
Safe to say: the internet did not kill the book. We have seen the world transformed by digital media, yet the printed word retains appeal and connotes ideas of enduring importance. But who gets to put themselves out there, and how? In this discussion we focus on strategies to maintain creative agency and independence in publishing.
ABOUT
do you read me?! is an internationally-recognised presence in the world of printed matter. Founded by Mark Kiessling in 2008, the tiny but mighty independent bookstore is known for its inspiring curation and expert perspective on contemporary print and publishing. From its buzzing storefront in Berlin to global collaborations in New York, Copenhagen, Helsinki, Tokyo, Sydney and many more, do you read me?! has established itself not only as a place to simply buy (fantastic) books and magazines, but as a dynamic cultural space fostering conversations across disciplines from art and architecture to photography, design, theory, food and fashion.
MSGM, founded by Massimo Giorgetti in 2009, is one of the most acclaimed Italian brands on the international fashion scene. Drawing from contemporary zeitgeist, its bold colors and prints capture rhythmic accents and dynamic beats. MSGM stands out for its ability to reinterpret the past with a modern, ironic edge while anticipating the future. The brand has collaborated with artists such as Maurizio Cattelan & Pierpaolo Ferrari (Toiletpaper), Nico Vascellari, Massimo Vitali, Norbert Bisky, Todd Bienvenu, Seth Armstrong, and Dario Argento. With the mottos "Never look back, it’s all ahead" and "Lightness is not superfi ciality," MSGM is present in over 600 stores and fl agship locations in major fashion hubs worldwide.
Giovannetti, founded in the 1960s, has made history in Italian furniture design with its timeless and iconic pieces. Benito Giovannetti launched the fi rst collections in collaboration with Italian design masters, setting the brand’s signature unconventional style. From early milestones like Bauhaus and Bazaar to the breakout success of the 1970s, Giovannetti established its international reputation. From the 1980s to today, the company continues to produce innovative, original, and functional furniture.
KoozArch is a research studio and platform for critical architectural discourse. Embracing a multigenerational and multidisciplinary discourse, we believe it is necessary to pursue vital questions. What if we inhabited our planet diff erently? We challenge the historically and measurably extractive nature of architecture, in favour of a more regenerative and accessible form of practice. We engage in the creation, discussion and dissemination of these propositional and planetary futures through our digital magazine, as well as through exhibitions, events, publications and partnerships.
Davide Longoni was born into a family of bakers, and grew up surrounded by the fi nest grains and traditional fl avors. Even so, he pursued a degree in Literature and a master’s before returning to baking at 30 — with an innovative vision. By prioritizing raw materials, research, and experimentation, he revolutionised the fi eld, reviving ancient natural fermentation techniques. Recognized as the "Father of Modern Baking" by Gambero Rosso and awarded the "Maestro d’Arte e Mestiere" by Fondazione Cologni and ALMA, Longoni continues to redefi ne contemporary bread-making.
Campari is one of the most iconic and renowned brands in the alcoholic beverage industry, with a heritage dating back to 1860 in Milan. Best known for its signature red aperitif, Campari has gained global recognition for its distinctive taste and ability to innovate while staying true to tradition. The company produces a wide range of spirits and is synonymous with elegance, passion, and creativity. A benchmark in mixology and aperitivo culture worldwide, Campari is today a global brand, symbolizing conviviality and style.