PR, Communications and Brand Strategy with a genuine international touch

who we are

Novità Italia is a PR, Communications and Marketing agency specializing in Architecture and Design.

Novità Italia is based in Milan, the vibrant heart of the international design scene. Founder and Managing Director Barbara Musso has been collaborating with the company’s American partner Novità NY for over 20 years, but the Milan agency is where she can truly bring together all her past experience as a designer and in the communications industry.

Today, Novità Italia is an international team focused on the development of strategic brand and communication projects, the organization of Architecture and Design events and the promotion of synergies between creative talents and companies.

Novità Italia has earned a prestigious place in the professional media world thanks to a strong relationship with its New York partner agency, new networks developed with London and Tokyo, and long-term collaborations with influential national and international associations.

What we do

  • marketing2
  • public
  • connectors
  • brandstrategy
  • press
  • responsible


  • Lodes, Easy Peasy rechargeable lamp by Luca Nichetto
    Lodes, Easy Peasy rechargeable lamp by Luca Nichetto
  • ISKO Denim Sound Textures - Wallpaper* Handmade
    ISKO Denim Sound Textures - Wallpaper* Handmade
  • KOY by Kunaal Kyhaan
    KOY by Kunaal Kyhaan
  • "Very Graphic" -
    "Very Graphic" -
  • "Confluence 20+" - Hong Kong Design Center
    "Confluence 20+" - Hong Kong Design Center
  • "Breath of Light" - Preciosa Lightings
    "Breath of Light" - Preciosa Lightings
  • US Pavilion - EXPO Milano 2015
    US Pavilion - EXPO Milano 2015
  • Stickbulb
  • Polish Design for
    Polish Design for
  • img alt SINGAPORE PAVILION 2018 Exhibition 18 C 12 Final Front
    Singapore Pavilion - Venice Biennale 2018
US Pavilion - 15. Venice Architecture Biennale

The Architectural Imagination
15. Venice Architecture Biennale

“The Architectural Imagination” is a project exhibition directed by Cynthia Davidson e Mónica Ponce de León about new speculative architectural projects designed for four urban areas in Detroit, Michigan.
These 12 projects designed by American architectural studios include approximately 250 objects, such as architectural models, drawings, collages and videos.


  • International press office
  • International Press Conference
  • Opening VIP party at Guggenheim Foundation in Venice
  • Press desk at the Pavilion during the press previews of Venice Biennale

Taubman College of Architecture and Urban Planning at the University of Michigan

Press Coverage
The Architects Newspaper, Architectural Record, ArchDaily, Detroit Free press, Platform Arquitectura, Artribune, Archinect, The Interior Director, Metropolis, ARCHITECT, BauNetz, Curbed, Designboom, Interni, Modulo, Azure, Arte, Wallpaper*, Arquine, Il Giornale dell’Architettura, NY Times - T mag, Notizier, Archipanic, Rai News, LA Times, Exhibart, Inexhibit, Archilovers, World Architecture, Wired, The Observer, Azure, Vision 3.0, Dezeen, Artext, Huffington Post, …

The MYCOsystem, Polish Pavilion - XXII Triennale Milano

The MYCOsystem
XXII Triennale Milano

The MYCOsystem is a lab for reflection on a new paradigm of sustainability and design that goes beyond simply imitating the cycles of nature: an approach that abandons the anthropocentric idea of producing, accumulating, consuming and discarding objects and instead looks towards their eventual return to the natural cycle of material transformation.
Can we develop a new kind of design that is not dependent on the inexorable logic of growth, consumption and production?


  • Activator
  • International press office
  • International Press Day
  • One-to-one press meetings
  • Collateral events + workshops

Małgorzata Gurowska, Agata Szydłowska and Maciej Siuda

Adam Mickiewicz Institute

Press Coverage
Abitare, Domus, Corriere della Sera- Living,, Interior Design, Eventbrite, GDA Press, I Love Parquet, Evensi, Opencall-mag, Flash Art, Trendnomad, Frankfurter Buchmesse, Conversationsri, Elle Decor Italia, IFDM - Il Foglio Del Mobile , The Way magazine,, Polacy We Wloszech, Gazzetta Italia, Office Insight, Design Applause, Cose di Casa, …

ISKO Denim Sound Textures - Wallpaper* Handmade

ISKO Design Sound Textures

"ISKO Denim Sound Textures" is an immersive and interactive space. An invitation to discover the world of ISKO, ingredient brand leader, through a series of tactile installations that reveal surprising progressions of textures and sounds.Activities

  • Selection of the project curator
  • Support for brand positioning in identifying the space and the exhibition partners
  • Press office
  • Event planning and management
  • International PR

Fabio di Liberto (ISKO Brand Director) and Chiara Luzzana (Sound Artist)

DWA Design Studio

Press Coverage
Vanity Fair, Vogue, Abitare, Wallpaper*, La Repubblica, AD Italia, Perspective, WWD, Esquire, Flaunt,, thesignspeaking, larena, Pambianconews, Fashionunited, Ilgiornale, Sportswear-international, Fashionnetwork, …

Event Tour

  • Wallpaper* Handmade – Fuorisalone Milano (April 2019)
  • Copenhagen Fashion Summit (September 2019)
  • OSAKAxMILANO DESIGN LINK 2019 (October 2019)

Wallpaper*, Dovetail, Taylor Stitch, Tiziano Guardini, Replay, 7 For all Mankind, O’neill, Hugo Boss, Madewell, Marithè Francois Girbaud


LATOxLATO - Unusual Italian Design

Austere candleholders recalling Rationalist masterworks, a centerpiece and flower vases drawing on the perspective and metaphysics of the Renaissance piazza. An homage to the history of the Italian art and architecture that inspires the studio’s two founding designers, Virginia Valentini and Francesco Breganze de Capnist.
Every piece of the collection tells the story of their passion for Italy, its traditional materials and noble artisanal techniques.


  • Support for brand positioning
  • Communication strategy development
  • International PR
  • Placement on e-commerce platforms
  • Placement in store
  • International press office
  • Photo shoots
  • Press previews
  • One-to-one press and B2B meetings

Press Coverage
Abitare, Icon Design, How to Spend It (The Times), Design Milk, the Architect’s Newspaper, Wallpaper*, Casa Vogue, Perspective Global, Architectural Records, Marie Claire Maison, Surface, Obsigen, Zero, DesignStreet, Wall Street Journal, Home, Casa Facile, Moj Enterijer, Sohu, Aspire,…

The Architect’s Newspaper – Best of Products Awards 2019 Honorable Mention


  • Wallpaper* Handmade 

Partnerships e-commerce platforms and showrooms

  • 10 Corso Como 
  • Artemest
  • 1stdibs
  • Design2Taste
"Connecting Experiences" by Michele De Lucchi for Poltrona Frau MDW 2019

“Connecting Experiences” by Michele De Lucchi

Poltrona Frau and Michele De Lucchi reflect together on the new relationships emerging between man and technology, through "Connecting Experiences".

The immersive project presented during the Milan Design Week 2019 at the Poltrona Frau showroom is part of Earth Stations, the visionary initiative developed by the well-known Italian architect and dedicated to the concept of rethinking spaces to redesign interpersonal relationships.

Poltrona Frau presenting “Connecting Experiences” by Michele de Lucchi


  • Management of the Italian press office
  • Management and support for the international press offices
  • Management of workshops and talks
  • Organization of the International Press Conference

Press Coverage
Corriere della Sera, Vogue, Elle Decor, Il Sole 24 Ore, Dezeen, Vanity Fair, Domus, Interni, Rolling Stone, Abitare, AD Italia, Milano Finanza, le Magazine du Monde, il Giornale, Cose di Casa,, Fashion Network, Pambianco, Mffashion, Surface, Office insight, Frame, Area Arch, Drwong,, the Architecture Club, Decoration and Style, Stylepark, Designbest, Archiportale, …

Collateral events
Poltrona Frau and Roberto Palomba “Asia Grand Tour” (Shanghai, Hong Kong, Ho Chi Minh, Singapore), May 2019 

Novitá in numbers

years of experience
in design and
countries where we maintain
an active presence
average length in years of
collaboration with our clients
years of our longest-running far!
17 K+
journalists in the architecture
and design fields we work with,
as part of our
day-by day activities
700 K+
media contacts in our
international database
20 K+
Architects registered so far
at our events

3 K+
architecture and design journalists in our Italian
press network


Our clients are brands, designers, architectural firms, curators, trade shows and associations. We have chosen them because they are all unique: innovative, dedicated, refined, experiential, ethical, sustainable, immersive, unforgettable, international, responsible, controversial, poetic and so much more.

  • Agape

  • Agapecasa

  • Lodes


  • Diesel Living with Lodes

  • Ambientec

  • Irish Pavilion - 17. Venice Biennale

  • Circula di Studio Rygalik

  • Adam Mickiewicz Institute


  • Kenji Kawabata

  • Nicoletti

  • Mo.1950

  • ISKO Denim

  • Cersaie

  • Salone del Mobile.Milano

  • Poltrona Frau

  • Preciosa Lightings

  • Stickbulb

  • Kunaal Kyhaan

  • UL

  • Hong Kong Design Centre

  • NJ Interiors

  • US Pavilion - Expo Milano 2015

  • US Pavilion - 14. Venice Biennale

  • US Pavilion - 15. Venice Biennale

  • Singapore Pavilion - 16. Venice Biennale

  • Lorem ipsum dolor sit amet.


Novita Italia: advancing responsible design for a better future.

Circula - Bench
Tomek Rygalik

The jurors’ reasons
The Circula bench, made of eco-sustainable and certified materials - such as FSC wood, recycled plastic, steel, and soon also aluminum - was designed based on a circular and responsible process that goes beyond the name and form.

Special Prize
RapidSaver - Lifebuoy
Michele Grech-Cumbo

The jurors’ reasons
The ethical value of this project led the jury to award a Special Prize. RapidSaver, made of a recycled plastic joint and three PET bottles, is a lifesaver aimed at reducing drowning in developing nations.

Honorable Mention 
Levico – outdoor lamp collection
Henry & Co.
9010 Belfiore

The jurors’ reasons
The jury awards, with the Honorable Mention, the Levico outdoor lamp collection, for the production process and for the innovative material used, based on cement and marble production waste, non-toxic and durable.



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Novità Italia
Via Nino Oxilia 1
20127 Milano (IT)
T +39.02.3675.1875

Novità NY
277 Broadway, suite 201
New York, NY 10007

Barbara Musso
Founder and Managing Director

cell. +39.338.499.8868

General inquiries and information:

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