How 10 Corso Como Became the World’s First Fashion Concept Café

Ever wondered how a Milanese fashion boutique evolved into a global icon where haute couture, contemporary art, and artisanal Italian food coexist under one roof? The story of 10 Corso Como isn’t just about retail—it’s a blueprint for experiential spaces that redefine modern leisure.

Founded in 1990 by Carla Sozzani, 10 Corso Como began as a gallery in a 1,200-square-meter former factory and grew into a pioneering fusion of café, bookstore, fashion boutique, and art space—now replicated in Seoul, Tokyo, and Shanghai.

The Origins: From Gallery to Lifestyle Hub

Carla Sozzani’s vision was radical for 1990: a space where cutting-edge fashion, music, design, and gastronomy intersected. What started as the "Galleria Carla Sozzani" morphed into 10 Corso Como, named after its Milan location. The 1,200㎡ former factory became a dynamic ecosystem where a café, bookstore, and rotating displays of avant-garde fashion and design met monthly, fostering cross-cultural dialogue.

Fashion & Design: Curation as Art

The store’s DNA blends authority and trendiness. Rotating monthly selections feature cult labels like Alaia and Maison Martin Margiela alongside powerhouses such as Fendi, Chloé, and Jil Sander, plus emergent names like Carven. The curated design and homeware offerings—highlighting Italian staples Fornasetti and Alessi—are as meticulously chosen as the fashion. Exclusive designer collaborations and frequent art exhibitions inject constant vitality.

Visual Identity & Collaborations

The iconic black-and-white logo, crafted by American artist Kris Ruhs, helped sculpt 10 Corso Como’s global brand. Beyond fashion, the store curates products spanning lifestyle, design, books, music, and food. Notable collaborations include Comme des Garçons, Moncler, Swarovski, Paul Smith, and Charles Philip—each reinforcing its status as a design authority.

Beyond Fashion: The Galleria & Bookstore

Every 10 Corso Como location houses a "Galleria" dedicated to art, photography, design, and architecture, hosting over 200 exhibitions globally. Works by legends like Helmut Newton, Annie Leibovitz, and Martin Margiela have debuted here. The bookstore, a trove of art, architecture, and photography titles (especially photobooks), invites lingering exploration.

Café & Restaurant: Italian Culinary Anchor

The on-site café and restaurant draw crowds with vibrant energy and Italian classics—seafood, meats, pasta, salads, and expertly mixed cocktails. It’s a go-to for aperitivo culture, blending food with the store’s multidisciplinary ethos.

Frequently Asked Questions

What year was 10 Corso Como founded?

10 Corso Como was established in 1990 in Milan by Carla Sozzani, evolving from a gallery into a multidisciplinary concept store.

Where is the original 10 Corso Como location?

The flagship store remains in Milan, occupying a 1,200-square-meter former factory that once housed its creative roots.

Which designers collaborate with 10 Corso Como?

Notable collaborators include Comme des Garçons, Moncler, Swarovski, Paul Smith, Maison Martin Margiela, and Charles Philip, among others.

What makes the 10 Corso Como café unique?

The café serves Italian dishes—seafood, pasta, meats, salads—paired with cocktails, anchored in the store’s artistic, fashion-forward environment.

How often does 10 Corso Como rotate its fashion selection?

The fashion and design offerings are refreshed monthly, maintaining a gallery-like, ever-evolving display.

How many exhibitions have been held in 10 Corso Como’s galleries?

Globally, the stores’ Galleria spaces have hosted over 200 exhibitions featuring works by artists like Helmut Newton and Annie Leibovitz.