Milan Concept Store 10 Corso Como Celebrates 30th Anniversary – WWD

MILAN — Retailer 10 Corso Como marks its Thirtieth anniversary this 12 months and founder Carla Sozzani is planning a spread of occasions, exhibitions and particular collections all through September to have fun the milestone in addition to the Salone del Cellular and Milan Trend Week.

Taking a tour of the shop with WWD, Sozzani shook her head and her lengthy blonde hair, marveling on the longevity of the idea retailer, confessing she would “by no means have imagined” it in these early days.

“Once I began out, there was no web and communication was slower; this was a spot to fulfill and change concepts. With the technological evolution, I did surprise in regards to the which means of assembly bodily when all the pieces is on-line,” mused Sozzani. Nonetheless, following the coronavirus pandemic and a web based overload, “in a really unusual method, folks need to have the ability to meet once more in a bodily, serene place and have a look at one another — it’s change into virtually extra essential than earlier than, additionally for very younger folks, so there’s been this sling impact.”

The anniversary coincides with a brand new section for 10 Corso Como, after Tiziana Fausti last year took over the brand and the corporate department that manages the shop and its restaurant, aiming for worldwide and on-line enlargement.

The retailer is now below the route and enterprise growth of Fausti, named chair, and the creative, picture and communication route of Sozzani.

Mutual respect is a basis of the connection, and each underscored how they complement each other. “I’m not a enterprise individual and she or he is,” admitted Sozzani, who is thought for her hands-on method to the shop, which displays her private style, pioneering a retail idea that blends vogue, delicacies, artwork, music, design and way of life and through the years carrying manufacturers from Balenciaga, Prada and Maison Margiela to Dries Van Noten and Azzedine Alaïa — the late designer an in depth good friend of Sozzani’s.

Her workplace is crammed with images by Man Ray and Helmut Newton on the whitewashed partitions, artwork by Kris Ruhs and design furnishings, and Sozzani began the shop with a photograph gallery — a pioneer on the time, as she thought-about images as artwork.

The sister of late Vogue Italia editor in chief Franca Sozzani, she began her profession in publishing, launching Italian Elle in 1987 after an extended stint at Vogue Italia.

Tiziana Fausti is an equally well-respected retailer, the founding father of the namesake multibrand retailer and chair of its mum or dad Holding Exor (to not be confused with the Agnelli household’s Exor N.V.).

Fausti based her retailer in 1979 within the Italian metropolis of Bergamo, a one-hour drive away from Milan, and the model has grown to incorporate an e-commerce channel. Tiziana Fausti carries labels starting from Givenchy and Balenciaga to Bottega Veneta, Gucci, Prada, Saint Laurent and Off-White, to call just a few.

As reported, 10 Corso Como has been via some rising pains, with recurring rumors about its future and its enterprise stability. Though monetary particulars in regards to the cope with Fausti haven’t been disclosed, Fausti has been turning the enterprise round and investing in its growth. “10 Corso Como is in all people’s coronary heart, and Carla has succeeded in at all times providing a singular choice of merchandise, her consideration has at all times been caught by what isn’t banal,” enthused Fausti, who is targeted on enhancing the shop’s clout.

In 2017, the constructing housing the shop was offered to former Twinset homeowners and founders Simona Barbieri and Tiziano Sgarbi. Fausti stated she has renegotiated the hire contract for one more 18 years. She plans to revive one other a part of the constructing housing the shop to develop the present, tiny lodge with three rooms, aptly referred to as 3 Rooms, which first opened in 1998.

The launch of a Home Assortment throughout Milan Design Week is among the first indicators of the brand new course of 10 Corso Como. Created in collaboration with Italian and worldwide workshops, the model is introducing vases, candles, cushions, blankets, tableware, hand-decorated plates and glassware interpreted with the unmistakable black-and-white graphics of the model.


10 Corso Como

A choice of the brand new 10 Corso Como vases.
courtesy picture

For instance, collaborating with Artemide, the Falkland lamp by Bruno Munari is personalised with the shop’s signature hand-embroidered circles. “Given the lockdowns it was pure to show the eye to the house, eager to encompass ourselves with stunning issues,” supplied Sozzani.

The shop is positioned in and recognized with the road of the identical identify and has contributed to the event of its neighborhood. The tackle contains the shop, a restaurant and café, a gallery and a bookshop, which has lately been expanded.

For the reason that arrival of Fausti, for the primary time in 30 years 10 Corso Como throughout Design Week will open a design house devoted to occasions and particular collaborations, with two home windows overlooking the road: the ten Corso Como Pop-up Area. Right here, Masterly, the Dutch in Milan, curated by Nicole Uniquole, will current a site-specific set up by designer Stefan Scholten working Sept. 3 to 12, along with an unique choice of design items from the brand new collections of Masterly’s contributors.

Fausti touted Sozzani’s longtime perception, which mirrors her personal, in robust collaborations and, to mark the Thirtieth anniversary, 10 Corso Como will supply new co-branding and limited-edition tasks, starting from a silver bag and T-shirt by Sacai’s designer Chitose Abe and customised Moon Boots to a Maison Kitsuné purchasing bag and T-shirt and the MM6 Maison Margiela purse, to call just a few, every personalised with the ten Corso Como graphics.

Sozzani was additionally a precursor in understanding how meals would more and more change into a cornerstone of retail, rolling out a meals line with Galateo & Associates after launching a luxurious oil and vinegar combo in 2010 at Maison & Objet in Paris, introducing chocolate and honey, for instance. The 2 will associate once more for one more set to be delivered in time for Christmas.

On Sept. 9, the day of 10 Corso Como’s opening in Milan in 1991, the shop will current a pocket book reflecting the visible imagery of the venue.

Talking of the exhibitions that will probably be staged on the retailer, Sozzani lit up, enthusing about this chance, which displays her curiosity.

Retailers have more and more been touting the significance of shaping shops as locations providing an expertise, which is par for the course for 10 Corso Como.

Ranging from Sept. 2, items produced by Cassina by twentieth century masters of design Le Corbusier, Charlotte Perriand, and Vico Magistretti, in addition to an homage to Pierre Jeanneret will probably be introduced in a site-specific set within the retailer.

Danish design firm Karakter will show a choice of lamps and equipment designed by Aldo and Gijs Bakker, Max Brüel, Milla Seyppel and Joe Colombo.

A nook is devoted to Fornasetti, and high-quality designer carpets based mostly on the tasks by Andrea Branzi, Richard Hutten, Alessandro Mendini and Nynke Tynagel, edited by Stefano Giovannoni for Qeeboo, will pepper the shop.



Fornasetti at 10 Corso Como
courtesy picture

The exhibition “Nanda Vigo: Incontri ravvicinati/Shut Encounters” kicks off on Sept. 4, celebrating the Milanese architect, artist and designer. Danish design model Fritz Hansen will current the famed chairs designed by Arne Jacobsen in a shade palette created by Sozzani. “This was a primary for me and so thrilling in case you assume that Pantone was among the many few chosen to take action earlier than me,” Sozzani stated with a smile.

Trend additionally being key for the shop, on Sept. 7, 10 Corso Como will preview the brand new Ports 1961 “Inexperienced Capsule 2022” conceived by creative director Karl Templer, in collaboration with Tonne Goodman, sustainability editor at Vogue.

Throughout Milan Trend Week, working Sept. 21 to 27, the brand new Tod’s Manufacturing unit mission, the “Hender Scheme x Tod’s” capsule assortment, in collaboration with the Japanese model based by designer Ryo Kashiwazaki, will probably be accessible as a preview.

Impressed by the trailblazing Peter Lindbergh campaigns within the ‘90s for Giorgio Armani, an unique co-branded capsule assortment for spring 2022 will probably be launched worldwide in Armani’s signature model flagship shops and at 10 Corso Como, with a site-specific set up conceived for the pop-up.

In June, Fausti spearheaded the launch of 10 Corso Como’s on-line retailer, and worldwide enlargement can be within the playing cards.

A ten Corso Como-Comme des Garçons retailer in Tokyo in a partnership with Rei Kawakubo opened in 2002 however has since been closed, as have 10 Corso Como shops in Shanghai, Beijing and in New York’s Seaport District, however there are two present models in Seoul, opened in 2008 and 2012, respectively. of life/10-corso-como-celebrates-Thirtieth-anniversary-1234907782/ | Milan Idea Retailer 10 Corso Como Celebrates Thirtieth Anniversary – WWD


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