10 Corso Como unveils its brand new store concept, conceived by interdisciplinary agency 2050+, according to the vision of Tiziana Fausti, as part of the on-going transformation and renovation of the iconic Milanese concept store. On the occasion of the new store opening, Phoebe Philo makes its debut inside the new spaces as an exclusive in the Italian market.
Conceived as a flexible theatrical machine, the redesigned store at the ground floor, mainly the women’s area, is consistent in its intentions and architectural solutions with the spaces on the first floor, the Project Room and the Gallery, inaugurated last February. 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. It also offers a unique experience that allows clients to explore an innovative ecosystem of a variety of proposals including fashion, art, design, food.
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 possibilities.
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 Jesper Eriksson, Laurids Gallée, Odd Matter, Sam Chermayeff Office, and 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.
