The new design of 10 Corso Como

On September 17, with the opening of Milan Fashion Week, 10 Corso Como unveiled the new interiors of the Women's Concept Store and the internal staircase, the two new spaces that were inaugurated in the context of an ongoing process of spatial transformation and renewal signed by 2050+, and of which we had already seen the exhibition spaces Project Room and Galleria just under a year ago.


ph. Melania dalle Grave - DSL studio, courtesy of 10 Corso Como

The space, completely revised in style and layout, is now conceived as a flexible theatrical machine. The store space is inhabited by 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. These elements, as dynamic and light theater units, allow for infinite configurations, offering a wide spectrum of curatorial and display possibilities.


ph. Melania dalle Grave - DSL studio, courtesy of 10 Corso Como

Like the backdrop of a scenography, the new internal staircase, entirely clad in steel, connects the two levels manifesting the rethinking of flows both horizontally on each floor and vertically through the building. This new layout offers an innovative shopping experience that allows clients to explore an ecosystem of a variety of proposals – fashion, art, design, food.


ph. Melania dalle Grave - DSL studio, courtesy of 10 Corso Como

The renovation works have a dual nature, both architectural and curatorial: the concept is enriched by ad-hoc collaborations with international designers that were commissioned site-specific interventions – also orchestrated by 2050+. They include (in alphabetical order) Jesper Eriksson, Laurids Gallée, Odd Matter, Sam Chermayeff Office, The Back Studio. This process of interaction mirrors the overall vision of the new 10 Corso Como, imagined as a dynamic platform for cultural and creative exchange: a space that acts as a harmonious symphony, where each voice, perspective and collaboration between different actors contribute to create a choral dialogue that gives life to a cohesive and multifaceted experience.


ph. Melania dalle Grave - DSL studio, courtesy of 10 Corso Como

All pieces of furniture – especially designed for 10 Corso Como - focus on materiality: Jesper Eriksson created a counter made of complex black coal, an unusual material, a geological marvel which started its formation process some 300 million years ago through photosynthesis; Laurids Gallée designed a polished metal structure paired with shelves crafted from upcycled resin plates, evoking an archaeological aesthetic reminiscent of stylized rock specimens; Odd Matter created two display tables and a cash desk, exploring the use of recycled glass strands and alpha crystalline plaster; Sam Chermayeff Office designed the jewelry display as a series of windows through which clients enter an exclusive and precious world, and The Back Studio designed Assemblage n.48, a lamp created by assembling industrial pieces and hand-blown neon, a lightweight aluminum structure supporting a tubular of fiery red neon, positioned inside the new staircase leading to the first floor. Other pieces of furniture are the Glissière benches by Heim + Viladrich, inspired by the brutalist forms of highway concrete barriers.