Interdisciplinary agency 2050+ reshapes the exhibition floor of 10 Corso Como in Milan

10 Corso Como, the iconic Milanese destination in the heart of Milan between Garibaldi and Brera, announces the opening from February 21st of its reshaped first floor consisting of the Gallery and the Project Room, designed by the interdisciplinary agency 2050+, based on Tiziana Fausti’s vision.

Back to Milan as a unique space for cultural spread, the exhibition floor of 10 Corso Como will unveil to the public the first part of a new program that will interweave - with an international scope and in an ascending climax - visual arts, fashion, design and the publishing scene.


L’inedita Project Room 10 Corso Como progettata da 2050+ © 2050+, Courtesy of 10 Corso Como

In an endeavor to strike a new balance between past and present, the whole first floor of 10 Corso Como preserves its early 20th-century industrial character thanks to a reviewed journey through the building have been overhauled, with the connecting spaces now taking center stage in architectural terms. Shorn of all the unnecessary materials that had been accumulated over time, the spaces have become light and airy, enabling visitors to move seamlessly between the different floors and the cultural offers.

Designed as a flexible arena, the shape and configuration of which can easily be modified, the Gallery and the Project Room reimagined as a light space where everything is moveable and modular. The Project Room features a series of large lift tables, whereas the Gallery plays host to several freestanding partition walls. These elements can be reconfigured in a myriad of different ways, providing many curatorial options, and can even be made to disappear into the only wall dividing up the space. Like the backdrop to a stage set, with its recognizable design and texture this wall encapsulates the new face of 10 Corso Como.


La nuova Galleria 10 Corso Como progettata da 2050+ © 2050+, Courtesy of 10 Corso Como

In the Gallery, this February, to mark Women’s Fashion Week, 10 Corso Como is launching Happy Birthday Louise Parker, a solo exhibition by American artist Roe Ethridge (Miami, 1969). Curated by Alessandro Rabottini, it is the first exhibition in Italy to showcase one of the most distinctive voices in international photography. Known for his provocative, unconventional and highly lyrical style, Ethridge explores the potential of the photographic image, in a way that trascends the division between artistic research and commercial photography, triggering in the process a profound dialogue between art and fashion, personal memories and the history of photography.


Roe Ethridge, Birthday Multiply, 2021, stampa a sublimazione, 70.2 x 61 cm Per gentile concessione dell'artista, Andrew Kreps Gallery e Gagosian © Roe Ethridge

The Project Room is a dynamic space that can be transformed to welcome the projects it hosts. It is being opened up to the public in a special configuration that embodies specific visual and conceptual themes thanks to a plethora of rare and vintage books (on photography, fashion criticism, illustration, visual art, and design) and a selection of magazines – cult classics that will enter into a dialogue with the design exhibition – put together by curator Domitilla Dardi and dedicated to the concept of the “Alchemy Room.” The items on display include decorative objects, tableware, furnishings and small pieces of furniture, all marked out by their close attention to detail and to the stories inherent in editorial and artistic design. In the Project Room, visitors are taken on a journey from heritage pieces to contemporary design, informed by a vision which is brought to life fully in the exhibiting of a one-of-a-kind collection of artistic jewelry. The show lays the groundwork for the focus on the significance of fashion archives and on the potential to make them accessible and user-friendly.


Pietro Consagra, Maschera repertorio PC/1, argento, oro rosso e sfere di turchese, 1969. Fotografie Ugo Mulas © Eredi Ugo Mulas

Pietro Consagra. Ornamenti curated by Alessio de’ Navasques, reconstructs a particular phase in Consagra’s sculptural practice: his collection of masks and body ornaments produced in 1969 in collaboration with the art jewelry workshop GEM GianCarlo Montebello. During a time of great social and cultural upheaval – at the dawn of the feminist movement, prior to the founding in 1970 of Rivolta femminile (“Women’s Revolt”), within which Carla Lonzi, the artist’s then partner, was one of the originators – Pietro Consagra (Mazara del Vallo, 1920 - Milan, 2005) made jewelry for the face and body that transcended any aesthetic purpose. The masks give a new, fascinating expressiveness to the face and allude to the rebellion of women against the stereotypes assigned to them by male-dominated society, on the crest of a sometimes playful but always provocative wave. The exhibition is documented by sketches and drawings, texts and contemporary publications sourced from the Pietro Consagra Archive in Milan, as well as by Ugo Mulas’s rare photographs of Benedetta Barzini sporting the jewelry.

In the new cultural area of 10·Corso·Como re-designed rethought in its architectures by 2050+, Roe Ethridge’s exhibition curated by Alessandro Rabottini reveals the Gallery, and the exhibition of Pietro Consagra’s jewelry curated by Alessio de’ Navasques opens the Project Room in dialogue with the selection of auteur design curated by Domitilla Dardi, rare books, and selected magazines. The first, unprecedented but highly anticipated version of the flexible 10 Corso Como theatre, which for the upcoming Fuorisalone will also act as the second satellite location of the Capsule Plaza project.