Back to journal Next article

10 Corso Como, New York

Revitalising the definition of a 'concept store'

by James Bell


"a bi-word for international style and culture for that industry’s bright young things"

If you fancy a bite to eat and the chance to bring yourself bang up-to-date with all the current trends from the fashion, design, music and cultural worlds, then look no further than 10 Corso Como, newly opened up in New York’s upcoming Seaport district. Since conception nearly 30 years ago in Milan by Fashion entrepreneur Carla Sozzani, 10 Corso Como has well and truly established itself as a bi-word for international style and culture for that industry’s bright young things.

On a recent visit to New York, I decided to go and see what all the fuss was about, and it did not disappoint!  The Seaport District is one of New York’s oldest neighbourhoods and fast becoming a hub for all that is cultural, edgy and cool. 10 Corso Como (named after its original Milanese address) occupies the entire first floor (28,000 sq ft) of the old Fulton Market Building. Designed as a “living magazine” to inspire consumers, visiting is a truly immersive experience comprising of Italian fashion, design objects, books, photography and art, in addition to an Italian café, restaurant and stunning garden, as you can imagine it’s easy to lose yourself for half a day. Designer Kris Ruhs’s cutting edge industrial design further compounds the experience, skilfully blending the exterior with the interior and building on your experience.

Founded in September of 1990, 10 Corso Como started life as an art gallery in a converted garage, intended to showcase Sozzani’s favourite photography, fashion, art and design. As 1991 unfolded, she was joined by a garden café and a bookshop, eventually encouraging her to commission Kris Ruhs to fully design the interior of the industrial building. Famous for his graphic, industrial designs and use of discarded objects, his designs proved to be the finishing touch that propelled 10 Corso Como onto the international design scene.

A partnership with Samsung followed, leading to a store and café openings in Seoul, Shanghai, Beijing, Tokyo and finally, New York. This brand well and truly revitalises the meaning of a concept store.

Next article