Former fashion editor and publisher Carla Sozzani conceived the amazing 10 Corso Como boutique as a virtual narrative. Using the gallery and bookshop as its core, Sozzani has structured a living magazine where editorial choices in food and fashion, music and art and lifestyle and design are constantly made by the visitor and customer as they engage across so many areas of interest. People both in and beyond the art and fashion scene began to see in this concept something quite new and radical for retail and even more for presenting art in the same breath as style. The Italian sociologist Francesco Morace in 1991 coined for 10 Corso Como the term that would later become a standard marketing idea “concept shop”. Nowadays, the store’s one of Milan’s must-see, becoming a cultural and design landmark in the city. And a mandatory stop during the Milan Design Week 2018…
A Curated Fashion Edit
10 Corso Como was created by Carla Sozzani, whose sister, Franca Sozzani, is the editor in chief of Italian Vogue, so it is no wonder that this cult luxury store offers an impressive array of designer brands. Italian and international labels include big names such Lanvin and edgier, more urban brands like Comme des Garçons. From ready-to-wear to bags, shoes and accessories, 10 Corso Como offers a carefully curated edit of the brands you need to know.
10 Corso Como is not only a shop, it also hosts exhibitions and art installations. This summer’s show is entitled Punk in Britain and celebrates the anarchic 70s movement by paying tribute to the key players who changed the music and fashion scene in London and around the world.
Those wanting to make the most of the 10 Corso Como experience can stay overnight. 3 Rooms is an intimate hotel located in three apartments above the beautiful courtyard. Décor reflects the aesthetic of the store, with furnishing by Kris Ruhs, Arne Jacobsen and Sebastian Matta among others.
10 Corso Como Café
After a busy day shopping, relax and refuel at the Corso Como café. It is set behind its own gates in a charming courtyard garden and is the perfect place to unwind and have a bite to eat. From breakfast and brunch to lunch and dinner, the menu offers an exciting choice of international and Italian cuisine based on seasonal ingredients. Be sure to enjoy an espresso accompanied by beautifully decorated cookies.
A hybrid of luxury finds, 10 Corso Como offers beauty products from top brands such as Laboratory Perfumes, Helmut Lang, By Kilian, Aesop and Penhaligon’s. This is an ideal venue in which to shop luxury beauty gifts or special additions to your makeup bag. There is something for everyone.
All the Books You Need
Once you’ve browsed the curated fashion section of the store, be sure to check out the bookshop. With a choice of topics from art to fashion and photography, this space is a must-visit for lovers of culture and design.
A Hidden Terrace
After a day inside the store, make your way up to 10 Corso Como’s roof terrace and take in the sunset. This romantic space not only presents impressive views of Milan, it also displays contemporary sculptures and ceramics by Kris Ruhs