10 Corso Como Store

很少有实体店能像米兰的 10 Corso Como 那样建立全球影响力。1990 年由前《Elle Italia》和《Vogue Italia》主编 Carla Sozzani 创立，最初只是一个画廊兼书店，后来逐渐加入咖啡馆和酒店，被广泛认为是全球首家概念店。它迅速吸引了米兰挑剔的时尚与设计人群，随后走向世界，在东京、首尔、北京、上海和纽约开设分店。遗憾的是，如今只有首尔的两家门店仍在运营。四年前，意大利时尚企业家 Tiziana Fausti 收购了这家备受推崇的概念店，意图重振其地位并再次扩张。

Fausti 首先将 10 Corso Como 的营业空间扩展到所在建筑的全部四层。今年早些时候，展览空间 The Gallery 和 Project Room（精心策划的设计品、复古书籍和独立杂志的天堂）已揭幕。如今，全面翻新的一层零售空间正式亮相。Fausti 与米兰跨学科机构 2050+ 合作设计，所选美学预示了无限的配置与面貌，与二层早前开放的两个空间完美兼容。此外，一座连接两层的新钢制楼梯也已启用。

零售空间采用多功能室内设计，配备可移动和模块化的展示装置——新版伸缩桌和一系列连接绞盘的衣架，可在空间中垂直和水平移动，直至完全消失在天花板横梁之间。由 Jesper Eriksson、Laurids Gallée、Odd Matter、Sam Chermayeff Office 和 The Back Studio 等国际设计师特别定制的家具系列，不仅提升了购物体验，也标志着 10 Corso Como 成为文化和创意交流平台的雄心。Eriksson 用复杂的黑煤制作了一个柜台，Gallée 则设计了抛光金属结构与回收树脂板搁架的组合。Odd Matter 设计了两张展示桌和一个收银台，探索了再生玻璃纤维和α结晶石膏的使用。Sam Chermayeff Office 将珠宝展示设计成一扇扇窗户，顾客通过它们进入一个专属而珍贵的世界。最后，The Back Studio 设计了一盏灯，由工业部件和手工吹制霓虹灯组装而成，轻质铝结构支撑着炽红霓虹灯管，置于新金属楼梯内。

新店精选 Rick Owens、ASICS、Alaïa、Ginori 1735、Wandler、Juun.J 和 Marsèll 等领先时尚和生活方式品牌的男女装系列。值得一提的是，备受追捧的设计师 Phoebe Philo 的作品首次在意大利市场独家亮相，包括其品牌第三版及前两版的单品。

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Very few brick and mortar stores have established a global influence as 10 Corso Como in Milan. Founded in 1990 by former Elle Italia and Vogue Italia editor-in-chief Carla Sozzani, initially as a gallery space and bookshop, 10 Corso Como eventually featured a café and hotel, and is widely seen as the planet’s original concept store. Needless to say, it immediately struck a chord with the city’s discerning fashion and design demographics, and eventually a bigger audience worldwide, ambitiously opening up shop in far-flung places, such as Tokyo, Seoul, Beijing, Shanghai and New York City. Unfortunately, of all the aforementioned outposts, only two shops in the South Korean capital are still operational. Four years ago, leading Italian fashion entrepreneur Tiziana Fausti acquired the revered concept store with the intention to crank up its stature and expand once again.

The Bergamo-based entrepreneur started by expanding the 10 Corso Como premises to all four floors of the building where it was founded. Exhibition space The Gallery and the Project Room, a haven for tightly curated design pieces, vintage books and cult magazines, were inaugurated earlier this year, and now, a fully revamped ground floor retail space has been revealed. Designed by Fausti in collaboration with Milan-based interdisciplinary agency 2050+, the chosen aesthetic anticipates endless configurations and guises, and unsurprisingly, it’s very compatible with the two aforementioned spaces on the second floor which opened earlier this year. Additionally, a new steel-clad staircase which connects the two floors has been inaugurated.

As said, the retail space sees a versatile interior design and features mobile and modular set-up devices—a new version of the pantograph tables and a series of clothes racks connected to winches, which can move vertically and horizontally in the space until they disappear completely between the ceiling beams. A series of specially commissioned furnishings by various international designers, such as Jesper Eriksson, Laurids Gallée, Odd Matter, Sam Chermayeff Office, and The Back Studio not only elevate the shopping experience, but also signal 10 Corso Como‘s ambition to become a platform for cultural and creative exchange. Eriksson created a counter made of complex black coal, while Gallée designed a polished metal structure paired with shelves crafted from upcycled resin plates.

Odd Matter designed two display tables and a cash desk which explore the use of recycled glass strands and alpha crystalline plaster, and Sam Chermayeff Office designed the jewellery display as a series of windows through which shoppers enter an exclusive and precious world. Last but not least, The Back Studio designed a lamp by assembling industrial pieces and hand-blown neon, a lightweight aluminium structure supporting a tubular of fiery red neon, and positioned inside the new metal staircase. The newly designed 10 Corso Como store stocks a wide range of tightly curated women’s and men’s items by leading fashion and lifestyle brands, such as Rick Owens, ASICS, Alaïa, Ginori 1735, Wandler, Juun.J and Marsèll. Mind you, sought after cult designer Phoebe Philo makes her debut at the store as an exclusive in the Italian market with pieces from her brand’s third edit, in addition to items of the previous two. © superfuture

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