A YEAR LATER, IN 1991, SEPTEMBER: 10 CORSO COMO OPENS ITS DOORS. NAMED AFTER THE STREET ADDRESS, THE INDUSTRIAL BUILDING IS DESIGNED BY AMERICAN ARTIST KRIS RUHS, WHO ALSO CREATES THE BLACK AND WHITE LOGO THAT WILL BECOME AN ICON OF GLOBAL STYLE. 10 CORSO COMO IS A COLLAGE OF CULTURAL AND COMMERCIAL ENTITIES FROM FASHION TO DESIGN, INCLUDING MUSIC, LIFESTYLE, ART AND PHOTOGRAPHY AND IT MARKS THE BEGINNING OF TOTAL SHOPPING. A RADICAL NEW UNION OF CULTURE AND COMMERCE,
10 CORSO COMO PROMOTES SLOW SHOPPING THROUGH A SUCCESSION OF SPACES AND EVENTS THAT REFLECT LIFESTYLE OVER OBJECT ACQUISITION. SOCIOLOGIST FRANCESCO MORACE COINS THE WORD “CONCEPT SHOP” TO EXPLAIN THIS MARKETING PHENOMENA. 10 CORSO COMO BECOMES THE NEXUS OF A GLOBAL NETWORK OF CULTURES AND EXCHANGES THROUGH FASHION, FOOD, ART, DESIGN AND PHOTOGRAPHY THAT GALVANIZES MARKETING THROUGH THE 1990’S AND SETS THE VOCABULARY FOR INTERNATIONAL STYLE INTO THE 21ST CENTURY.
IN 1991 NN STUDIO IS ALSO INTRODUCED. ITS MISSION IS TO CREATE FOR THE 10 CORSO COMO PLATFORM AN INTEGRATED LINE OF LIFESTYLE FROM CLOTHING AND ACCESSORIES TO EVERYDAY WARES THAT REFLECTS THE NEW PHILOSOPHY.