Milan's iconic 10 Corso Como concept store to reopen in spring 2024

Milan's pioneering concept store 10 Corso Como, founded in 1991 by fashion editor Carla Sozzani, is undergoing a major renovation led by architect and curator Ippolito Pestellini Laparelli's interdisciplinary agency 2050+. The store, originally a garage at Corso Como 10, was designed by American artist Kris Ruhs and is considered the first concept store, a term coined by sociologist Francesco Morace. It introduced the idea of slow shopping and combined lifestyle, fashion, and contemporary art. Over the years, it expanded to locations in Shanghai, New York, Taipei, and Seoul, and collaborated with Comme des Garçons to open a Japanese branch in 2002. After periods of crisis, the brand was acquired by entrepreneur Tiziana Fausti in September 2020. The new spaces, ready for spring 2024, will blend high-end commercial positioning with cultural references, featuring a contemporary Wunderkammer with offerings on sustainability, activism, and human relations. The cultural program includes a cycle of contemporary art exhibitions curated by Alessandro Rabottini, focusing on fashion's role in current debates, and fashion exhibitions curated by Alessio de' Navasques, lecturer at Sapienza University of Rome, engaging with contemporary artists and historical archives. The store will also host rare books, international magazines, design and technology collections, sound design, and music experiences.