In 1990, 10 Corso Como opened in Milan, introducing the world to Carla Sozzani’s sense-stimulating living-magazine and paving the way for experiential lifestyle concepts like Colette in Paris and Daikanyama T-Site in Tokyo. 23 years later, 10 Corso Como has arrived in Shanghai, and will bring experiential shopping to Chinese consumers for the first time. Luxury store fronts are ubiquitous in China, but concept stores, which bring commerce and culture together through art, fashion, design and cuisine, like 10 Corso Como, are otherwise almost non-existent.
In each of the five locations, 10 Corso Como is an adventure from the moment you walk in. In Shanghai, the space includes a gallery, café, restaurant, lounge, bookseller and mini department store. The four-floor space is immaculately designed, curated and merchandised, encouraging their signature slow shopping experience, where people can take their time to interact, observe and dine. Given that the import tax in China makes it so few things are affordable to the average consumer – other than the juices, coffee and smoothies in the Illy cafe downstairs – the experience is all the more worthwhile.
Regardless of purchasing power, there is plenty of eye candy to behold. Maybe you want a Stephen Jones fascinator for your next Royal affair, or you need a sequined Ashish sweatshirt, or one of Ferragamo’s iconic shoe creations – they have it all. Or perhaps you want to furnish your entire home in Fornasetti – it’s possible at 10 Corso Como.
The fitting rooms are positively palatial, the perfect place to try on Fendi fur, or an Alaia dress, including options from a stunning display of vintage Alaia pieces on the women’s floor. One of the featured items – a knit Alaia dress in Corso Como’s classic black and white dots, retails for about 46,000 RMB (or about $7,500). If that’s not quite in your budget, there are a number of other Corso Como branded items: bookmarks, canvas totes, backpacks, and iPhone cases, for those who want a signature souvenir, but aren’t quite ready to cough up thousands on thousands.
Sozzani has noted that one of the reasons why she sought to open multiple stores in Asia, the others being in Tokyo and Seoul, is her taste for mixing cultures, and she has successfully given this distinctly Italian brand a Chinese twist in Shanghai. The top floor restaurant looks out to Shanghai’s golden Jing’An temple and Jing’An Park. Though the bulk of the merchandise is mostly from international designers, a number of Chinese books (i.e. On the Edge: Ten Architects from China), artists (Tseng Kwong Chi) and designers (Charles Phillip) are also featured.
10 Corso Como is delight to stroll through, enjoy a coffee, a coffee martini, or a coffee table book. The book collection is unparalleled, and shoppers will be pleasantly surprised by the variety of different books found on each of the four floors.10 Corso Como will certainly give Chinese shoppers and tourists alike a stimulating experience found nowhere else in China.