Page 93 - AIT0125_E-Paper

Entwurf • Design 2050+, IT-Mailand
Bauherr • Client 10CC Global Shop Srl, IT-Bergamo
Standort • Location Corso Como 10, IT-Mailand
Nutzfläche • Floor space 2500 m 2
Fotos • Photos A. Saletta / M. Gambarè, IT-Mailand
Mehr Infos auf Seite • More info on page 126

10 CORSO COMO

IN MILAN

Of course, there are concept stores to be found nowadays
in just about every city. They don’t just sell products –
they are actually intended to sell a lifestyle, enriched by
fashion, (home) accessories and everything that appeals
to the target group. What is now part of every cityscape
originated in Milan in 1991: editor Carla Sozzani opened
the first concept store 10 Corso Como.

F or almost three decades, 10 Corso Como was a versatile place in the
hands of fashion journalist located very close to the centre of Milan.
With an offering of fashion, literature and design, the thematic foundati-
on stone was laid – supplemented by a gallery, gastronomy and a small
boutique hotel, it became a cultural institution that went far beyond
consumption. Thirty years of business success later, the new managing
director and luxury fashion retailer Tiziana Fausti decided on a makeo-
ver. But not just in an aesthetic sense: to implement her vision of a new
face for the brand, the entrepreneur commissioned the interdisciplinary
Diagramm Treppenskulpturen • Diagram stair sculptures Diagramm Wegeführung • Routing diagram agency 2050+. In several conversion- and planning phases, the designers
of the Milan-based agency proved their understanding of space with the
(re)design. There were three development phases – one of which is still
ongoing. Starting with the unveiling of the first floor, the design concept
also became apparent: away with unnecessary materials and fixtures,
back to the original industrial character from the beginning of the 20th
century. Movable and modular exhibition elements structure the upper
floor according to spatial requirements. Thanks to their flexibility, they
3
1 can quickly react to curatorial impulses and, if more space is needed,
4
they can even be stowed behind one of the conceptually integrated stair-
cases. Three new stair sculptures complement the micro-architectural
interventions and literally take the spatial transformation to another level.
1 In a simple metal design, the stairs not only function as elements con-
2
necting floors, they also create an osmotic movement through a spatial
experience with full body awareness. The new Women Concept Store on
1 Concept Store • the ground floor also appeared in September 2024 in a restrained guise:
Concept Store
2 Restaurant • minimalist versions of scissor lift tables serve as mobile and modular
Restaurant
3 Projektraum • presentation units. Like a backdrop of a scenography, the new internal
Project Room staircase connects the new women’s space to the Project Room and the
4 Galerie •
Gallery Gallery. The product range as well is rounded off by horizontally and
vertically flexible clothes rails arranged in the room. Everything is geared
towards flexibility – everything is geared towards a dynamic platform for
Diagramm Bepflanzung • Diagram planting Diagramm Raumprogramm • Diagram room arrangement cultural and creative interactions.

AIT 1/2.2025 • 093