{"id":26237,"date":"2026-09-09T08:00:00","date_gmt":"2026-09-09T06:00:00","guid":{"rendered":"https:\/\/www.archieinteriors.com\/?p=26237"},"modified":"2026-09-07T17:43:07","modified_gmt":"2026-09-07T15:43:07","slug":"10-corso-como-history-concept-store-milan","status":"publish","type":"post","link":"https:\/\/www.archieinteriors.com\/en\/10-corso-como-history-concept-store-milan\/","title":{"rendered":"10 Corso Como: History of Milan\u2019s Iconic Concept Store"},"content":{"rendered":"<p><strong>10 Corso Como is far more than a shop:<\/strong> it is the Milan destination that brought fashion, design, photography, books and hospitality into one experience. Created in the early 1990s in a former industrial building near Porta Garibaldi, it anticipated the contemporary concept store and turned its street address into a brand known around the world.<\/p>\n<table>\n<thead>\n<tr>\n<th scope=\"col\">A few fascinating facts about 10 Corso Como<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>The story began in Milan in 1990 with a gallery devoted to photography, art and design.<\/td>\n<\/tr>\n<tr>\n<td>Carla Sozzani opened the 10 Corso Como store in 1991.<\/td>\n<\/tr>\n<tr>\n<td>American artist Kris Ruhs created its unmistakable black-and-white visual identity.<\/td>\n<\/tr>\n<tr>\n<td>The caf\u00e9-restaurant followed in 1998 and the three 3Rooms suites in 2003.<\/td>\n<\/tr>\n<tr>\n<td>Entrepreneur Tiziana Fausti has owned the brand since 2020.<\/td>\n<\/tr>\n<tr>\n<td>In 2024, architecture agency 2050+ began rethinking the Milan spaces.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<nav aria-label=\"Article contents\">\n<p><strong>Contents<\/strong><\/p>\n<ol>\n<li><a href=\"#what-is-10-corso-como\">What is 10 Corso Como?<\/a><\/li>\n<li><a href=\"#history\">From gallery to concept store<\/a><\/li>\n<li><a href=\"#carla-sozzani\">Carla Sozzani and the living magazine<\/a><\/li>\n<li><a href=\"#kris-ruhs\">Kris Ruhs and the visual identity<\/a><\/li>\n<li><a href=\"#spaces\">Boutique, courtyard, caf\u00e9 and 3Rooms<\/a><\/li>\n<li><a href=\"#redesign\">The 2024 redesign<\/a><\/li>\n<li><a href=\"#sozzani-foundation\">10 Corso Como and Fondazione Sozzani<\/a><\/li>\n<li><a href=\"#ownership\">Who owns 10 Corso Como today?<\/a><\/li>\n<li><a href=\"#world\">Locations around the world<\/a><\/li>\n<li><a href=\"#visit\">How to visit 10 Corso Como in Milan<\/a><\/li>\n<\/ol>\n<\/nav>\n<h2 id=\"what-is-10-corso-como\">What is 10 Corso Como?<\/h2>\n<p>10 Corso Como is a concept store where clothing, accessories, home objects, books, art, food and hospitality share a single identity. Its name is its original address, 10 Corso Como in Milan, inside a courtyard concealed behind the street frontage.<\/p>\n<p>Calling it a store tells only part of the story. Its most innovative feature is its cultural direction: products and events are selected and juxtaposed like the contents of a magazine. Fashion meets a photography exhibition, a book sits beside a design object, and a pause in the garden can lead to the discovery of a new artist. This format influenced international retail and anticipated many of today\u2019s hybrid destinations.<\/p>\n<p>Its importance becomes clearer when compared with the history of <a href=\"https:\/\/www.archieinteriors.com\/en\/iconic-department-stores-how-department-stores-have-changed-the-design-and-way-of-shopping\/\">iconic department stores<\/a>. Department stores build an experience through the breadth of their offer; 10 Corso Como relies on editing and atmosphere, turning an intimate space into a three-dimensional publication.<\/p>\n<h2 id=\"history\">From gallery to concept store: the history of 10 Corso Como<\/h2>\n<p>The story began in 1990, when Carla Sozzani opened a gallery in an industrial building on Corso Como. The Porta Garibaldi district had not yet become the dense area of offices, residences, restaurants and public spaces we know today. A secluded courtyard made it possible to create a destination away from the pace of a conventional shop window.<\/p>\n<p>The 10 Corso Como store opened in September 1991. Fashion, accessories, books and objects appeared together according to a personal point of view, rather than being separated into rigid departments. The brand\u2019s <a href=\"https:\/\/10corsocomo.com\/pages\/storia\" target=\"_blank\" rel=\"noopener\">official history<\/a> records the next steps: the caf\u00e9-restaurant joined the project in 1998, followed by the three 3Rooms suites in 2003.<\/p>\n<p>This expansion did more than add services. Each new function extended the visit and enriched the story: guests could arrive for an exhibition, browse a magazine, explore a collection, stop for lunch or spend the night in the same place. An address became an urban destination.<\/p>\n<figure class=\"wp-block-image size-large\">\n<img decoding=\"async\" src=\"https:\/\/www.archieinteriors.com\/wp-content\/uploads\/2026\/09\/corso-como-milano.jpg\" alt=\"Corso Como in Milan looking towards Porta Garibaldi\" loading=\"lazy\" \/><figcaption>Corso Como connects historic Milan with the Porta Garibaldi district, an area transformed in recent decades. Photo: Stefano Stabile, <a href=\"https:\/\/commons.wikimedia.org\/wiki\/File:Corso_Como_-_Milano.JPG\" target=\"_blank\" rel=\"noopener\">Wikimedia Commons<\/a>, CC BY-SA 3.0.<\/figcaption><\/figure>\n<h2 id=\"carla-sozzani\">Carla Sozzani and the idea of a living magazine<\/h2>\n<p>Carla Sozzani came to the project after a long career in fashion publishing. She worked as an editor and special projects editor for Italian <em>Vogue<\/em> and as editor-in-chief of <em>Elle Italia<\/em>. At 10 Corso Como, she translated editorial work into physical space: selecting, connecting, sequencing and renewing the story over time.<\/p>\n<p>This is the origin of the expression <em>living magazine<\/em>. Pages became rooms, articles became products, exhibitions and conversations, while visitors moved through the content themselves. The model succeeded because of the consistency of its edit, rather than the quantity of merchandise.<\/p>\n<p>It is also a lesson in commercial interior design. The setting does more than display things: it guides the eye and communicates a point of view. The same principle can be seen in many of the spaces in our guide to the <a href=\"https:\/\/www.archieinteriors.com\/en\/where-to-buy-furniture-in-milan-unmissable-showrooms-for-those-who-love-true-design\/\">best furniture and design stores in Milan<\/a>.<\/p>\n<h2 id=\"kris-ruhs\">Kris Ruhs and the visual identity<\/h2>\n<p>American artist Kris Ruhs created the visual world of 10 Corso Como. Its circular logo, black lettering on white, organic patterns and apparently spontaneous marks make the brand instantly recognisable without using the usual symbols of luxury.<\/p>\n<p>The graphics are not limited to bags and packaging. They appear on walls, furniture, tableware and signs, becoming part of the architecture. The contrast between the planted courtyard and the monochrome artwork produces one of the destination\u2019s most memorable images.<\/p>\n<figure class=\"wp-block-image size-large\">\n<img decoding=\"async\" src=\"https:\/\/www.archieinteriors.com\/wp-content\/uploads\/2026\/09\/10-corso-como-cortile-verde.jpg\" alt=\"Green courtyard at 10 Corso Como in Milan with climbing plants and balconies\" loading=\"lazy\" \/><figcaption>The planted courtyard creates a calm threshold between the city and 10 Corso Como. Photo: Justraveling.com, <a href=\"https:\/\/commons.wikimedia.org\/wiki\/File:10_Corso_Como.jpg\" target=\"_blank\" rel=\"noopener\">Wikimedia Commons<\/a>, CC BY-SA 4.0.<\/figcaption><\/figure>\n<h2 id=\"spaces\">Boutique, courtyard, caf\u00e9 and 3Rooms<\/h2>\n<p>The Milan experience begins in a tree-filled courtyard that softens the noise of Corso Como. The boutique, caf\u00e9-restaurant and other spaces are arranged around it. It feels more like a small urban house open to the public than a shop organised into departments.<\/p>\n<p>The boutique brings together fashion, jewellery, accessories, fragrance, design and selected objects. The caf\u00e9 extends the experience with tables among plants and rooms marked by the brand\u2019s graphics. 3Rooms applies the same approach to hospitality: three individually furnished suites conceived as temporary apartments at the heart of the complex.<\/p>\n<p>The project draws its value from the relationships between these parts. People can shop without losing the cultural dimension and visit without feeling obliged to buy. This openness has made 10 Corso Como a reference for boutiques, hotels, museums and restaurants seeking to combine different experiences.<\/p>\n<h2 id=\"redesign\">The 2024 redesign and the Project Room<\/h2>\n<p>From spring 2024, the interiors were progressively rethought with 2050+, the interdisciplinary agency led by architect Ippolito Pestellini Laparelli. The project preserves the historic identity while introducing flexibility, new materials and different ways to present collections and cultural activities.<\/p>\n<p>A central intervention is the <a href=\"https:\/\/10corsocomo.com\/en-us\/pages\/project-room\" target=\"_blank\" rel=\"noopener\">Project Room<\/a>, which opened in February 2024. Adjustable tables and display structures based on pantograph systems allow the room to change quickly. It can work as a gallery, stage, meeting space or product presentation area without adopting one permanent layout.<\/p>\n<p>The redesign sharpens the contemporary character of the concept store. It is a framework that changes with its contents, rather than a fixed interior. Flexibility becomes part of the identity instead of merely a technical feature.<\/p>\n<h2 id=\"sozzani-foundation\">10 Corso Como and Fondazione Sozzani: what is the difference?<\/h2>\n<p>The concept store and Fondazione Sozzani share a history, but they are now separate organisations. The gallery Carla Sozzani opened in 1990 was the seed for the whole project. Fondazione Sozzani was established in 2016 to promote photography, fine art, applied arts and fashion culture.<\/p>\n<p>In 2023, the gallery left Corso Como and the Foundation concentrated its activities at Via Bovisasca 87 in Milan. The <a href=\"https:\/\/fondazionesozzani.org\/history\/\" target=\"_blank\" rel=\"noopener\">Fondazione Sozzani timeline<\/a> clarifies the distinction: visitors looking for the boutique, caf\u00e9 and 3Rooms should go to Corso Como 10, while Foundation exhibitions and events should be checked against its own programme and address.<\/p>\n<h2 id=\"ownership\">Who owns 10 Corso Como today?<\/h2>\n<p>Since 2020, 10 Corso Como has belonged to Tiziana Fausti, a Bergamo-based entrepreneur with a background in multibrand fashion retail, who serves as its president and owner. The acquisition opened a new phase of development, including the redesign of the Milan flagship and a renewed international expansion.<\/p>\n<p>Carla Sozzani remains the founder and the figure who defined the original model. Separating those two roles makes the history easier to understand: Sozzani created the format in 1991; Fausti has led its latest chapter since 2020.<\/p>\n<h2 id=\"world\">10 Corso Como locations around the world<\/h2>\n<p>The concept has travelled through collaborations and licensing agreements. Its international history includes Seoul, Shanghai, Beijing, New York and other cities, with openings and closures reflecting changes in global retail. Old lists online can therefore be misleading.<\/p>\n<p>The official website currently presents projects in Seoul, Munich, Paris, Doha and Taipei alongside Milan, using formats adapted to local partners and settings. The common idea is the meeting of fashion, design and culture, while scale and individual functions vary from one location to another.<\/p>\n<h2 id=\"visit\">How to visit 10 Corso Como in Milan<\/h2>\n<p>The original location is at <strong>Corso Como 10, Milan<\/strong>, a short walk from Porta Garibaldi station and Piazza Gae Aulenti. The street entrance leads into the courtyard; the boutique, caf\u00e9 and hospitality spaces may have different opening times and arrangements. Check the official <a href=\"https:\/\/10corsocomo.com\/en-us\/pages\/stores\" target=\"_blank\" rel=\"noopener\">Milan store page<\/a> before visiting.<\/p>\n<p>Nearby are the contemporary architecture of Porta Nuova, the Biblioteca degli Aleri park and numerous showrooms. 10 Corso Como can be the first stop on a route through Milanese design and retail, completed by a very different but equally influential model such as <a href=\"https:\/\/www.archieinteriors.com\/en\/the-history-of-rinascente-the-accessible-luxury-department-store\/\">La Rinascente<\/a>.<\/p>\n<h2>Why 10 Corso Como remains an icon<\/h2>\n<p>10 Corso Como changed the idea of the shop by giving a commercial selection the structure of a cultural project. It showed that fashion, design, photography, publishing, food and hospitality can belong to one narrative when every choice contributes to a coherent identity.<\/p>\n<p>Its influence does not depend on a formula to copy, but on a method: edit carefully, connect different disciplines and allow the space to generate discovery. More than three decades after it opened, the courtyard on Corso Como still demonstrates how an address can become an idea.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The history, architecture and identity of 10 Corso Como, Carla Sozzani\u2019s Milan concept store that changed international retail.<\/p>\n","protected":false},"author":9,"featured_media":26230,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[341,348],"tags":[421,423,409],"top_category":[404],"class_list":["post-26237","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design","category-lifestyle","tag-10-corso-como","tag-concept-store","tag-retail-design","top_category-design"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>10 Corso Como: History of Milan\u2019s Concept Store<\/title>\n<meta name=\"description\" content=\"Discover 10 Corso Como\u2019s history, Carla Sozzani\u2019s concept, its design, ownership, global locations and how to visit the Milan flagship.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.archieinteriors.com\/en\/10-corso-como-history-concept-store-milan\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"10 Corso Como: History of Milan\u2019s Concept Store\" \/>\n<meta property=\"og:description\" content=\"Discover 10 Corso Como\u2019s history, Carla Sozzani\u2019s concept, its design, ownership, global locations and how to visit the Milan flagship.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.archieinteriors.com\/en\/10-corso-como-history-concept-store-milan\/\" \/>\n<meta property=\"og:site_name\" content=\"Archi &amp; 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