To celebrate its 30th anniversary the first “concept store” in the world will host a series of amazing events

On 9 September 1991 10 Corso Como opened in Milan, universally recognized as the first “concept store” in the world. To celebrate its 30th anniversary and celebrate this important milestone, starting this week and throughout the month of September, 10 Corso Como will host a series of events in line with the cultural and aesthetic path that has made it a symbol of Milan, of Made in Italy, and of international creativity, thanks to the direction and business development of Chairman Tiziana Fausti and the artistic, image and communication direction of Carla Sozzani.

For the occasion, the 10 Corso Como HOME collection is presented, created in collaboration with Italian and international workshops. 10 Corso Como will present furnishing accessories, vases, candles, cushions, blankets, tableware, hand-decorated plates, and glassware from the best manufacturers, interpreted with the unmistakable black and white graphics of 10 Corso Como. The collaboration with Artemide has allowed the creation of the Falkland lamp by Bruno Munari, personalized with the iconic hand-embroidered circles, while the Cuboluce by Cini&Nils will be presented with the graphics of 10 Corso Como.

For the first time in thirty years during Design Week 2021, 10 Corso Como will open a design space dedicated to events and special collaborations with two windows overlooking Corso Como at number 10: the 10 Corso Como Pop Up Space. In the new space, MASTERLY, the Dutch in Milan, curated by Nicole Uniquole, an observer of quality, craftsmanship, and innovation in Dutch contemporary design, will present a site-specific installation by designer Stefan Scholten from 3 to 12 September, together with an exclusive selection of design pieces from the new collections of Masterly’s participants.

Starting from the 2nd of September, authentic icons of the great masters of 20th-century design produced by CASSINA – Le Corbusier, Charlotte Perriand, Vico Magistretti, and an homage to Pierre Jeanneret – will be presented in an exclusive site-specific setting in the central area of 10 Corso Como. In the same area, KARAKTER, the Danish design company, will present a selection of lamps and accessories designed by Aldo e Gijs Bakker, Max Brüel, Milla Seyppel, and Joe Colombo.

Fornasetti‘s inexhaustible visual imagery will welcome visitors in an exclusively held space, while fine designer carpets based on the projects by Andrea Branzi, Richard Hutten, Alessandro Mendini, and Nynke Tynagel, edited by Stefano Giovannoni for Qeeboo, will guide the path through the store.

On Saturday, September 4th, the Fondazione Sozzani opens the exhibition “Nanda Vigo: Incontri ravvicinati/Close Encounters.” In the bookstore of the Fondazione Sozzani, Fritz Hansen, the historic Danish design brand, will present the legendary chairs designed Arne Jacobsen Series 7 in a color palette created by Carla Sozzani.

There will be on view the Bul-Bo lamp, designed for the Olivetti Residential Center in Ivrea (Turin) by the architectural firm Gabettiand Isolabetween 1968 and 1971, re-edited using the specifications of the original philological design by Axolight.

For meetings with the authors, in conjunction with the Miart, the book published by Mousse Magazine on the Swiss artist Hanna Villiger (1951-1997) will be presented.

Along with the design, fashion has always been the main protagonist at 10 Corso Como: On September 7th, it will be presented a worldwide preview of the new Ports 1961 Green Capsule 2022“. Conceived by Artistic Director Karl Templer, in collaboration with Tonne Goodman, Sustainability Editor of Vogue America, this capsule is born from the common admiration for the beauty of a simple white shirt, with a strong focus on sustainability.

During Milan Fashion Week, Tod’s will present a preview of a new chapter of the Tod’s Factory project: the “Hender Scheme X Tod’s” capsule collection, in collaboration with the Japanese brand Hender Scheme, founded by designer Ryo Kashiwazaki.

Starting September 21st, 247 Fashion Hub will launch several exclusive outfits by Paolina Russo, a Canadian fashion designer trained at St Marten’s School and winner of the L’Oreal Professional Young Talent, with a site-specific setting in the new Pop Up Space.

On the occasion of the 30th anniversary 10 Corso Como will propose a series of new co-branding and limited-edition projects, the result of the collaboration with some of the most interesting research brands in Italy and in the world. Among these, the silver bag and the T-shirt by Sacai’s designer Chitose Abe; The Doublet sweatshirts with smiley games in the hood, the customized Moon Boot in the city edition; the Maison Kitsuné shopping bag and t-shirt, the classic Paraboot lace-ups, the original George Cox boots with metal pins, the denim bag by A.P.C., the Clarks special edition, the original New Era football hats, the legendary handbag MM6 Maison Margiela and the mascot of Bibliothèque Blanche: its BearBrick, the perfume bear, each personalized with the unmistakable graphics of 10 Corso Como.

Design Week 2021

September 1st, Fornasetti
September 2nd, Cassina – Karakter
September 3rd, Masterly, The Dutch in Milano: Nicole Uniquole and Stefan Scholten September 3rd, Qeeboo Design Carpets
September 4th, Nanda Vigo. Incontri ravvicinati /Close Encounters.
September 5th, Fritz Hansen, Seven Chairs by Arne Jakobsen New Colours
September 5th, 10 Corso Como Home Collection
September 7th, Ports 1961, The Green Capsule 22, by Karl Templer and Tonne Goodman September 9th, 10 Corso Como Anniversary, The notebook
September 10th, Bul-Bo Lamp, designed by Gabetti e Isola, Axolight

Miart 2021

September 17th, book launch “Hannah Villiger”, Mousse Publishing

Fashion Week 2021

10 Corso Como Co-branding/Limited Edition

Hender Scheme X Tod’s

247 Fashion Hub: Paolina Russo