10 Corso Como: Milan to New York
There are few stores that I specifically seek out when traveling abroad but hands down, if I’m in Milan, 10 Corso Como is my first stop…
If you aren’t familiar with this uber popular fashion insider destination, 10 Corso Como was founded in 1991 by Carla Sozzani, a former fashion editor and publisher. With the goal of creating a highly experiential and “virtual 3D magazine," Sozzani’s vision was for her customers to have a one-stop destination for all things fashion, design, art, cuisine and lifestyle, creatively curated together. Because her concept was so ahead of its time, 10 Corso Como quickly became the must-see retailer for all other retailers, as well as for cultural and shopping enthusiasts all over the world when visiting Milan.
I was thrilled to learn that Sozzani’s latest endeavor was landing in my own backyard. 10 Corso Como New York opened this month at the South Street Seaport! I went to visit the 28,000 square foot, one-level space and have a chat with the new Managing Director and my dear friend Averyl Oates, who relocated from London for this position. I was immediately blown away by the design of the store and similarity to the original concept, making you feel as though you’ve been transported directly from NYC to Milan.
Averyl shares, “It's a very difficult claim to make in a city like New York, but I think I can truthfully say that what 10 Corso Como brings to the retail landscape here is something truly unique. We may not be the only place anymore that mixes traditional shopping with other experiences - F&B, art etc. - but the 10CC DNA, the philosophy, not to mention the visual identity, is unlike anything else here. You see it in people's faces when they walk through the door for the first time. People constantly tell me they feel like they've been transported to a different world! 10 Corso Como is a living magazine with an ever-changing array of dynamic content across fashion, design, art and cuisine and it's a place where people can step away from craziness of city life and take time to enjoy many beautiful and delicious things!”
The 10 Corso Como signature look is carried from one to store the other with the help of American artist Kris Ruhs, who cleverly added a slight twist for NY incorporating both a “Big Apple” and Seaport-inspired designs into various exterior portions of the store. Inside, the store is bright, beautifully merchandised, easy to shop, and downright exciting! Upon entering, you are immersed into the lifestyle portion of the store with super fun objects, decor items and a huge bookshop with the best assortment of fashion and art coffee table books I’ve seen in a while. As I wandered, I suddenly found myself in the Design room surrounded by a cool FLOS modular light system that can be purchased as a whole or individually to create one’s own specific look.
I continued into the Gallery which is currently featuring an exhibit entitled “Helmut Newton, Private Property," a collection of 45 original and sexy vintage prints from 1972-1983, which Newton personally considered to be the most significant of his work at that time. I enthusiastically then headed deeper into the store discovering both the jewelry and beauty worlds where I was pleased to see Paige Novick jewelry and Kilian perfumes, and then down onto the fashion floor for women’s and men’s. Both Prada and Alaïa had prominent sections along with a highly curated assortment of other luxury brands including Margiela, Gucci, Comme des Garçons and Ferragamo, to name a few.
Last but not least, there is also a beautifully designed restaurant within the space and although I didn’t have time to eat, it quickly started to fill up at lunchtime and my stomach grumbled when I saw delicious looking bowls of pasta being served!
Whether you’re shopping for yourself or need to find a great gift for someone, 10 Corso Como is definitely the newest and freshest addition to the NYC retail landscape. It’s fun to rediscover South Street Seaport which has changed dramatically over the years, yet still has the cobblestone street charm that we all know and love.
Congratulations 10 Corso Como on your opening and breathing new life into this historic part of New York City...I wish you great success!