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, doyoureadme?! In this reconfigured space, KoozArch and doyoureadme?! 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.