THE ICONIC MILANESE DESTINATION, 10 CORSO COMO REIMAGINES ITSELF AS A DYNAMIC PLATFORM FOR FASHION, ART, AND CULTURE, INTRODUCING AN INNOVATIVE DESIGN BY 2050+ AND AN EXCLUSIVE COLLABORATION WITH RENOWNED DESIGNER PHOEBE PHILO.
The iconic Milanese concept store, 10 Corso Como, has unveiled its new store design, marking a bold step forward in its ongoing transformation. Conceived by the interdisciplinary agency 2050+ under the visionary leadership of Tiziana Fausti, the store’s latest renovation reimagines the space as a fluid, flexible environment where fashion, art, and design seamlessly intersect. To celebrate this new chapter, Phoebe Philo made her highly anticipated Italian debut at 10 Corso Como, bringing an exclusive glimpse into her latest collection.
Upon entering the redesigned store, you are greeted by a sleek, modern space that feels more like a theatrical stage than a traditional retail experience. The ground floor, dedicated primarily to women’s fashion, is consistent in its design approach with the first floor’s Project Room and Gallery, which were inaugurated last February. The heart of this transformation is a new internal staircase, entirely clad in steel, that connects the two levels. The staircase serves not just as a functional element, but as a striking architectural statement, guiding visitors through a reimagined journey of discovery.
At the core of this new concept is a focus on flexibility and adaptability. The store’s space is filled with modular and mobile set-up devices, including pantograph tables and clothes racks connected to winches that can move both vertically and horizontally. These dynamic pieces allow for infinite configurations, creating an ever-evolving environment where the store’s offerings—whether fashion, art, or design—can be curated in new and exciting ways.
The renovation extends beyond a visual refresh, embracing a curatorial vision. Fausti and 2050+ have brought on international designers such as Jesper Eriksson, Laurids Gallée, Odd Matter, and Sam Chermayeff to craft site-specific installations. These creative collaborations reinforce the store’s identity as a cultural hub, aligned with 10 Corso Como’s vision of blending fashion, art, and design into a unified and innovative experience.
Phoebe Philo’s debut at 10 Corso Como adds another layer of excitement to this new beginning. Known for her timeless aesthetic, Philo’s collection brings a sense of refined elegance to the store’s new landscape. The exclusive in-store presentation includes pieces from her first three edits, showcasing her range in ready-to-wear, leather goods, and accessories. For Philo fans in Italy, 10 Corso Como has become the destination to experience her latest creations firsthand.
This new store concept, with its focus on flexibility and cultural exchange, redefines what a shopping experience can be. The space itself becomes an ever-changing stage, capable of hosting a variety of events, exhibitions, and installations, all while maintaining a cohesive and engaging environment. With Phoebe Philo’s debut adding star power to the launch, 10 Corso Como is once again proving itself to be at the cutting edge of fashion and design.
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