April 19, 2021
The Week Fashion, USA
Design escapism by Felix Bischof
trip to 10 Corso Como, Milan’s palazzo of dreams.
Milan’s 10 corso como has been described as a bricks-and-mortar version of a magazine, with artfully arranged displays of Comme des Garçons shirting, Salvatore Ferragamo slip-ons and rare fragrances bringing printed pages to life. The concept store could also be likened to a scaled-down version of the Italian piazza— traditionally a place for people to shop, meet, and allow their mind to wander. Entered through a set of stained-glass gates, a tour of the original 10 Corso Como takes in a short stroll through an overgrown courtyard—which the site’s retail space opens onto—past diners seated on modernist cast-iron furniture. There is a bookshop selling hard-to-find publications and artifacts—on a recent visit, the selection included titles on Italian fashion designer Walter Albini and the Memphis Group’s pastel-hued 1980s ceramics—and also a three-bedroom hotel, with a gallery on the upper floors. A visit to 10 Corso Como is a multisensory experience, shaped by the biography and eclectic taste of its founder, Carla Sozzani.
Formerly an industrial car garage, 10 Corso Como is named after its Milan address. When Sozzani launched the businessin 1989—initially as a publishing company and art gallery, its official opening exhibition displaying the photographs of American Louise Dahl-Wolfe, before branching into retail shortly after—it marked a change of career for the former magazine editor. Alas, instead of
a complete conversion, to Sozzani the move from magazines to retail felt more like a redefinition of her job title. “I made 10 Corso Como because editing is the only thing
I really like to do,” she explains. “It’s sharing. You choose something that you think could be interesting for other people.”