10 Corso Como, an obligatory destination for trendy Milan residents, was founded in 1990 by Carla Sozzani, the former Editor-in-chief of Vogue Italia. It serves simultaneously as an art gallery, bookstore, restaurant-café and shop, giving pride of place to fashion and featuring the best work from designers. The best part is that you can even sleep there! Come on a virtual tour of an Italian essential.
A place, a concept, a story
Back in 1990, Corso Como street was a working class area when Carla Sozzani moved into a former printer’s workshop that she converted to an art gallery. A few months later she opened a bookstore and a small café in the same building, before buying the Renault garage on the street level, which became the boutique: 10 Corso Como was born! Since then, this pioneering complex that fuses architecture, fashion, luxury goods, beauty, art, photography, design, culture and cuisine has become an institution in Milan and has been exported to Japan, Seoul and – most recently – Shanghai.
Slow shopping, or bohemian chic attitude
When you arrive at 10 Corso Como, you cross an inner courtyard, where a verdant garden and singing birds hint at the good things to come. Take a break at the restaurant-café before or after shopping. With an interior design by American artist Kris Ruhs, who also created the brand’s black and white logo, 10 Corso Como is above all a gathering place that promotes its own lifestyle.
A store styled like a magazine
The ground oor is overrun with fashion: high-end or casual, but always trendy, the clothing and accessories here represent a mix from renowned designers like Azzedine Alaïa, Prada, Christian Louboutin and Manolo Blahnik, as well as newcomers on the rise. Carla Sozzani also develops co-branding campaigns to create one-of-a-kind capsule collections. The fashion space is sprinkled with beauty and lifestyle corners that sell cosmetic creams, fragrances, candles, designer collectibles, gadgets and more.
The beating heart of the complex: the art gallery
The Vespa legend emerged practically at the same time as the scooter itself: from the rst days of the wasp in 1946, its fans began gathering to share their passion. The rst Vespa Clubs cropped up in Italy and abroad, leading to the creation of the Vespa World Club in 2006 to coincide with the 60th anniversary of the Vespa. Every year, Vespa Clubs from across the planet come together at a major event: Vespa World Days.
But there’s more…
The sublime roof-top terrace is the store’s crowning glory: this intensely soothing spot was recognized by the LIPU (Italian Union for BirdProtection)asasanctuaryformigratory birds, but it also happens to be an ideal place for soaking up the rays on a sunny day! Of course, there’s also the 3 Rooms, a stylish bed and breakfast that, as its names suggests, offers three rooms – or, more precisely – three suites. Which means this unusual destination is a place where you can eat, drink, see an exhibit, do your shopping and catch some Z’s!