10 CORSO COMO THE “TRANSITORY MUSEUM”
The Transitory Museum by Emanuele Coccia, Donatien Grau, published by Polity. Throughout modernity there has been a clear divide between art and commerce. Objects could either be consumed as commerce or contemplated as art.
Today, as museums are facing increasing financial pressure and as stores have become inventive locations for the conception of new modes of display, this clear divide has shifted. One place signifies a key stage in this evolution: 10 Corso Como. It was founded in Milan at that very address in 1991 by fashion editor Carla Sozzani and has since expanded to Seoul, Beijing, Shanghai and New York. The name “concept store”, which has now spread across our globalised world, was originally coined to describe this new form. It brings together objects for sale, artworks, books, clothes, accessories, and even souvenirs in a unique location, blending commerce and contemplation, fashion and art.
Stemming from a case study of this genre-defining entity, this first philosophical inquiry into a store aims to shed a new light on how categories that have governed our modern social, economic, political and individual lives, such as commerce, art, fashion, museum, are being redefined today. It calls on us to re-engage with what we long considered to be separate: transcendence and immanence, human beings and their objects.
10 CORSO COMO A-Z
10 Corso Como from A to Z: the book is a monograph published in 2014 by Rizzoli. In a graphic novel style, it tells the story of the first concept destination of culture and commerce.
The 10 Corso Como brand is now an internationally celebrated and recognized symbol of style and culture. This book offers in-depth access to the curatorial thought process behind the growth of one of the world’s most iconic venues for design, art, fashion, and cuisine through the eye of its author, Carla Sozzani, former fashion editor and publisher.
In 1991, within the opening year, Italian sociologist Francesco Morace coined the term “concept” for Sozzani’s never before seen mix that was growing at 10 Corso Como. At the time, no one named their business for their street, nor did they have philosophies. With no show windows, in an unfashionable part of town, Carla Sozzani was rejecting ordinary retail forms and promoting a new philosophy – that of slow shopping – through a succession of spaces and events that would prioritize lifestyle over consumption, she established a nexus of global networks and cultural exchanges brought together through fashion, food, art, and photography that still continues to inspire. It would grow to become the template for unique retail marketing. 10 Corso Como is celebrating this year its 25th anniversary and Carla Sozzani whose vision created a new vocabulary of taste through the blending of commercial, social and cultural ideas continues to direct its future around the world.
22 YEARS GALLERIA CARLA SOZZANI
Galleria Carla Sozzani 1991-2012: the book is a limited edition of 1,000 copies, issued in Italian and English, published in two volumes by the imprint Carla Sozzani Editore.
It is a “Catalogue Raisonné” of the 22 years of the gallery, from its inception in 1990 through 2012. A second edition covering 2012 to 2015 will be released Fall 2016. The book is a record by year and date of the history of the gallery; works of photographers, artists, and designers who made significant contributions to international culture were showcased in over 280 exhibitions; these volumes highlight twenty two years of curatorial excellence that would transform attitudes about culture and commerce through new codes.
“The Galleria Carla Sozzani is found at number 10, in one of the many “case di ringhiera” houses built at the turn of the last century for the factory workers of Milan, it came as a stunning surprise to the cultural circles of the Milanese art world that Carla Sozzani was opening an outsider gallery for photography, her first passion, and contemporary art and design, her second love.
In 1990, in a building that no one could find on the other side of town from the Accademia di Belle Arti of Brera, on this small corso next to a garage and car park, the first of over two hundred exhibitions would transform the building at number 10, then transform the street, and now transforms the entire neighborhood into a locus of radical trends in photography and art.
From the Galleria’s opening in 1990, the influences of Galleria Carla Sozzani have grown around the globe and into the 21st century on an international “corso” of culture and art.”
Journalist and critic Giuliana Scimé