Former fashion editor and publisher Carla Sozzani conceived 10 Corso Como
as a virtual narrative. Using the gallery and book shop as its
core, Sozzani has structured a living magazine where editorial choices
in food and fashion, music and art and lifestyle and design are
constantly made by the visitor and customer as they engage across so
many arenas of interest.
People both in and beyond the art and fashion scene began to see in
this concept something quite new and radical for retail and even
more for presenting art in the same breath as style.
The Italian sociologist Francesco Morace in 1991 coined for 10 Corso Como
the term that would later become a standard marketing idea "concept shop".
A way to join culture and commerce, 10 Corso Como multifunctional
philosophy allows to present a unique blend of art, music, design,
cuisine and culture from around the world to the world.