10 Corso Como, the world’s first concept store celebrates 30 years

An individualistic design store, 10 Corso Como has much planned for the celebration

10 Corso Como Milan

September 6, 2021: With a month full of celebrations this September, 10 Corso Como, recognised as the ‘first concept store’ in the world, will be hosting a series of events to celebrate its 30 year anniversary.

A notebook, reflecting the entire visual imagery of 10 Corso Como, will be presented on September 9, the day of its opening in Milan, in the year 1991.

The concept store has forged an aesthetic and cultural path which made it a symbol of Milan, international creativity and of ‘Made in Italy’. It will continue its aesthetic identity and integrity under the direction of Tiziana Fausti, the Chairman and under the artistic, image and communication direction of Carla Sozzani.

The 10 Corso Como HOME collection, that has been created in collaboration with Italian and international workshops, is a new development. Presenting furnishing accessories, vases, candles, cushions, tableware, blankets, hand-decorated plates and glassware from the best manufacturers, these have been interpreted with the unmissable black and white graphics of 10 Corso Como. The Falkland lamp by Bruno Munari, complete with the personalisation using the iconic hand-embroidered circle, was a result of the collaboration with Artemide and the Cuboluce by Cini&Nils would be presented with the graphics of 10 Corso Como.

10 Corso Como Milan

During Design Week 2021, 10 Corso Como will be opening a design space dedicated to events and special collaborations, called the 10 Corso Como Pop Up Space, with two windows overlooking Corso Como at number 10, and this is something happening for the first time in 30 years.

And in the new space curated by an observer of quality, craftsmanship and innovation in Dutch contemporary design, Nicole Uniquole, called MASTERLY, the Dutch in Milan, will present a site-specific installation by the designer Stefan Scholten, from the 3rd to the 12th of September, along with an exclusive selection of design pieces from the new collections of Masterly’s participants.

Welcoming the visitors in an exclusively held space will be Fornasetti’s inexhaustible visual imagery, with fine designer carpets based on the projects by Andrea Branzi, Richard Hutten, Alessandro Mendini and Nynke Tynagel, edited by Stefano Giovannoni for Qeeboo; guiding the path through the store.

The exhibition, ‘Nanda Vigo: Incontri ravvicinati/Close Encounters’ was opened on September 4 by the Fondazione Sozzani. Nanda Vigo was an effervescent and curious architect, artist and designer in Milan (1936-2020), a leading figure in the European and Milanese cultural climate of the 1960s.

10 Corso Como Milan

In the Fondazione Sozzani bookstore, the historic Danish design brand, Fritz Hansen will be presenting the legendary chairs designed by Arne Jacobsen, called Series 7, which were fashioned in a colour palette created by Carla Sozzani. Placed on view will be the Bul-Bo lamp, which was designed for the Olivetti Residential Centre in Ivrea in Turin by the architectural firm, Gabetti and Isola between 1968 and 1971, and was re-edited using the specifications of the original philosophical design by Axolight. In conjunction with the Miart, in the meetings with the authors, the book published by Mousse Magazine on Hanna Villager, the Swiss artist (1951-1997) would be presented.

Aside from design, the main protagonist at 10 Corso Como has always been fashion. A preview of a new chapter of the Tod’s Factory project: the ‘Hender Scheme X Tod’s’ capsule collection, will be presented by Tod’s during the Milan Fashion Week. This has been in collaboration with the Japanese brand Hender Scheme, founded by designer Ryo Kashiwazaki.

Beginning from September 21, several exclusive outfits by Paolina Russo, a Canadian fashion designer trained at St Marten’s School and winner of the L’Oreal Professional Young Talent, will be launched by 247 Fashion Hub, with a site specific setting in the new Pop Up space.

10 Corso Como would also be proposing a series of new co-branding and limited-edition projects, on the occasion of the 30th anniversary. The silver bag and the T-shirt by Chitose Abe, Scai’s designer, The Doublet sweatshirts with smiley games in the hood, the customised Moon Boot in the city edition, the Maison Kitsuné shopping bag and t-shirt, the classic Paraboot lace-ups, the original George Cox boots with metal pins, the denim bag by A.P.C., the Clarks special edition, the original New Era football hats, the legendary handbag MM6 Maison Margiela and the mascot of Bibliothèque Blanche: its BearBrick, the perfume bear; are some of these limited-edition projects, with each personalised with the unmissable graphics of 10 Corso Como.

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