Queen of Concepts
As far as concept stores go, 10 Corso Como in Milan has remained a key cultural influence on retail, style, and sophistication.
In all honesty, we didn't expected to write about our most recent visit but something about the memory of that lazy late afternoon, sitting in the garden cafe, watching hipster Italians stroll by for La Passeggiata (the art of taking a walk in the evening) has kept the imagery and experience top of mind.
Twenty years after opening in a location far from the big name designers on the Via Montenapoleone, the retail store, bookstore, cafe, and restaurant still captivate the imagination. Famous for collaborations that no one thought possible and infused with goods worthy of the fashion elite, the biggest statement here lies in the geometric layered patterns, sculpted forms, and exquisite visual showmanship.
It was refreshing to revisit 10 Corso Como. As much as we love minimalist store design and eccentric curated haberdashery, few spaces are actually, purposefully unique to the brand. You cannot pinpoint the references by explaining it as "part this and part that" simply because it still remains the first of it's kind across multiple industries.