10 Corso Como
An Italian art, fashion, design, dining, and hospitality complex founded in Milan in 1990.
Last updated August 25, 2026
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Overview
10 Corso Como is a Milan-based cultural and commercial complex that combines contemporary art, fashion, design, books, music, food, hospitality, and public-facing cultural programming. Rather than operating as a conventional department store or a single-product brand, it presents itself as a highly curated lifestyle destination in which retail, exhibitions, publishing, architecture, and dining are closely connected. Its original Milan site occupies a historic urban setting on Corso Como and has become associated with the development of the modern concept store. The project was founded in 1990 by Italian gallerist and publisher Carla Sozzani. It initially grew from an art gallery and a bookshop, reflecting Sozzani's background in photography, publishing, and cultural production. A design and fashion store followed in 1991, broadening the project from an exhibition and editorial space into a destination where visitors could encounter and purchase clothing, accessories, furniture, objects, books, and art-related products. The identity of the complex was shaped visually by the American artist Kris Ruhs, who designed the 10 Corso Como logo and contributed substantially to the atmosphere and visual language of the spaces. The Milan complex expanded its hospitality and food offer over time. The 10 Corso Como Café opened in 1998, adding a restaurant and social dimension to the site. A compact three-room hotel was introduced in 2003, and the Roof Garden followed in 2009. Together, these additions created an integrated destination in which a visitor could move between gallery exhibitions, retail, books, food, gardens, and accommodation. The model emphasized discovery and immersion rather than purely transactional shopping. The brand also developed an international presence through partnerships and licensed or jointly developed locations. A Tokyo location opened in 2002 in partnership with Comme des Garçons and was designed by Rei Kawakubo and Kris Ruhs. A Seoul location followed in 2008 through a partnership with Samsung Cheil and Samsung Group. A second Seoul site, 10 Corso Como at Avenue L, opened in 2012. 10 Corso Como Shanghai opened in 2013 at Wheelock Square on Nanjing West Road. These locations extended the concept beyond Milan while preserving its association with art, fashion, design, food, and carefully controlled visual presentation. Ownership and operating arrangements changed during the late 2010s and early 2020s. In 2017, the original Milan property was reported to have been sold to entrepreneurs Tiziano Sgarbi and Simona Barbieri, the founders and former owners of TwinSet. In 2020, retailer Tiziana Fausti announced the acquisition of the business interests connected with 10 Corso Como. Through Holding Exor, she acquired all of KCS, the holding company associated with Carla Sozzani Editore, which was renamed TFC. TFC became responsible for the 10 Corso Como trademark, licensing arrangements, and the lease of the Milan property. A separate company, 10CC Global Shop, entered into arrangements concerning the operation of the concept-store business, while C TRE was associated with the café and food-service operations. Following the transaction, Tiziana Fausti became president of TFC and 10CC Global Shop. Carla Sozzani continued to provide artistic direction, particularly through photography and art exhibitions. This division preserved the founding cultural perspective while placing the commercial and operational platform under new retail leadership. 10 Corso Como remains best understood as a cultural retail institution: its value lies not only in the products it sells, but also in the editorial selection, exhibition program, architecture, hospitality, and distinctive environment that connect its different activities.
History
10 Corso Como was founded in Milan in 1990 by Carla Sozzani, an Italian gallerist and publisher. The project began as a combination of an art gallery and bookshop, reflecting Sozzani's interest in photography, visual culture, publishing, and contemporary art. From the beginning, the enterprise was conceived as more than a conventional gallery or retail store: it connected cultural programming with a highly edited selection of objects and publications. The first major expansion came in 1991, when a design and fashion store was added. This broadened the visitor experience and established the basic structure that would define the brand: exhibitions and books alongside clothing, accessories, furniture, and design products. The visual identity of both the complex and its logo was designed by American artist Kris Ruhs, whose work became closely associated with the atmosphere, graphics, and spatial language of 10 Corso Como. Food and hospitality were added in stages. The 10 Corso Como Café opened in 1998, giving the complex a social and culinary component. In 2003, the Milan site added a small hotel with three rooms. The Roof Garden followed in 2009. These developments transformed the original gallery-and-bookshop concept into a destination that combined retail, art, dining, gardens, and accommodation within one branded environment. The international expansion began in 2002 with a Tokyo location created in partnership with Comme des Garçons. The Tokyo store was designed by Rei Kawakubo and Kris Ruhs, linking the 10 Corso Como concept with Comme des Garçons' design and fashion network. In 2008, a Seoul location opened in partnership with Samsung Cheil and Samsung Group. A second Seoul location, 10 Corso Como at Avenue L, opened on 31 March 2012. The Seoul sites helped establish the brand as an international cultural-retail format rather than a Milan-only institution. On 14 September 2013, 10 Corso Como Shanghai opened at 1717 Nanjing West Road in Wheelock Square. Designed by Kris Ruhs, the Shanghai location extended the brand's combination of fashion, design, art, and dining into mainland China. The international sites demonstrated the flexibility of the concept: each location could be adapted to local partnerships and real-estate contexts while retaining the recognizable 10 Corso Como name and visual identity. The Milan property and the operating businesses experienced further changes in the late 2010s. In July 2017, the original building was reported to have been sold for just under €30 million to Tiziano Sgarbi and Simona Barbieri, entrepreneurs who had founded and formerly owned TwinSet. The reported transaction concerned the property containing the Milan exhibition space, library, garden café, and research boutique. In September 2020, retailer Tiziana Fausti announced the acquisition of the company structure connected with 10 Corso Como. Through Holding Exor, she acquired 100 percent of KCS, the holding company associated with Carla Sozzani Editore, and renamed it TFC. TFC held the 10 Corso Como trademark and managed licensing arrangements and the lease connected with the Milan property. A separate company called 10CC Global Shop entered into a business-branch rental agreement with Dieci for the management of the concept-store structure and its team. Food-service operations were associated with C TRE and the 10 Corso Como Café. After the transaction, Tiziana Fausti became president of TFC and 10CC Global Shop. Carla Sozzani remained involved as artistic director, continuing to guide the cultural identity through photography and art exhibitions. This arrangement separated commercial and operational leadership from the founding artistic direction while maintaining continuity with the original concept. The brand has also appeared in popular culture. The Cheongdam-dong store in Seoul was used as a location for Psy's 2013 music video 'Gentleman'. Overall, 10 Corso Como's history is defined by the integration of cultural curation and commerce: it grew from a Milan gallery and bookshop into an international lifestyle destination spanning fashion, design, art, publishing, food, hospitality, and architectural experience.
- 2020
Tiziana Fausti announces acquisition
[1]Tiziana Fausti announces a transaction involving the holding company, trademark, licensing, retail operations, and café arrangements associated with 10 Corso Como.
- 2017
Original Milan building is sold
[1]The Milan property is reported to have been sold to Tiziano Sgarbi and Simona Barbieri.
- 2013
Shanghai location opens
[1]A Shanghai location opens at Wheelock Square on Nanjing West Road.
- 2012
Second Seoul location opens
[1]10 Corso Como at Avenue L opens in Seoul on 31 March.
- 2011
Twentieth anniversary
[1]10 Corso Como celebrates twenty years on 9 September 2011.
- 2009
Roof Garden opens in Milan
[1]The Milan complex adds a Roof Garden, reinforcing its integrated cultural and hospitality format.
- 2008
First Seoul location opens
[1]A Seoul location opens through a partnership with Samsung Cheil and Samsung Group.
- 2003
Three-room hotel is introduced
[1]The Milan site adds a small hotel with three rooms.
- 2002
Tokyo location opens
[1]The first international location opens in Tokyo in partnership with Comme des Garçons.
- 1998
10 Corso Como Café opens
[1]The Milan complex expands into dining and hospitality with the opening of its café.
Products and positioning
High-end cultural lifestyle destination and concept store combining curated retail with contemporary art, publishing, design, dining, and hospitality.
Fashion retail · 1991
Fashion and accessories
The fashion offer forms one of the core retail components of 10 Corso Como. It is presented through a curated, editorial selection rather than the broad inventory model of a general department store. Clothing, accessories, and related fashion objects are integrated with art, design, books, and the store's architectural environment.
Design retail · 1991
Design and interiors
Design products and interior objects extend the complex's cultural-retail proposition beyond clothing. The selection is displayed as part of a broader visual and spatial experience, linking collectible or distinctive design objects with the brand's interest in architecture, art, and contemporary living.
Publishing and bookselling · 1990
Books and publications
The original bookshop remains central to the identity of 10 Corso Como. Books and related publications support the project's role as an editorial and cultural institution, with an emphasis on art, photography, fashion, design, and visual culture rather than general-interest bookselling.
Contemporary art and photography · 1990
Art exhibitions
The exhibition program, including the Galleria Carla Sozzani, provides the cultural foundation of the brand. Photography and contemporary art exhibitions give the complex an institutional dimension and maintain Carla Sozzani's artistic direction within the broader retail and hospitality business.
Food and beverage · 1998
10 Corso Como Café
The café adds dining and social activity to the Milan site. It is part of the brand's strategy of making the complex a destination for extended visits, combining food and beverage service with shopping, exhibitions, books, and garden spaces.
Hospitality · 2003
Three-room hotel
The small hotel introduced in 2003 consists of three rooms. Its limited scale reflects the project's boutique character and extends the 10 Corso Como experience into accommodation without turning the brand into a conventional large-scale hotel operator.
Hospitality and dining · 2009
Roof Garden
The Roof Garden, added in 2009, expands the Milan destination vertically and strengthens the connection between food, landscape, architecture, and leisure that distinguishes the 10 Corso Como format.
Marketing campaigns
- 2013Psy's 'Gentleman' music video location
South Korea · International
The Cheongdam-dong 10 Corso Como store in Seoul was used as a filming location for Psy's 'Gentleman' music video, giving the location visibility through a globally distributed popular-culture production.
Outcome. The appearance connected the Seoul store with a high-profile international music release. A separate commercial campaign outcome was not reported.
Brand decisions
2020
Tiziana Fausti acquisition and operating reorganizationM&ABackground
The 10 Corso Como trademark, publishing-related holding structure, Milan property lease, retail operations, and café activities were reorganized under new ownership and operating arrangements.
Action taken
Through Holding Exor, Tiziana Fausti acquired all of KCS, the holding company associated with Carla Sozzani Editore, and renamed it TFC. TFC managed the trademark and licensing arrangements. 10CC Global Shop entered into an operating agreement with Dieci for the concept-store business, while C TRE was associated with food-service operations.
Aftermath
Tiziana Fausti became president of TFC and 10CC Global Shop, while Carla Sozzani continued as artistic director with responsibility for the cultural and exhibition dimension.
2017
Sale of the original Milan propertyM&ABackground
The historic Milan building contained the exhibition space, library, café, garden, and research boutique that formed the physical center of the brand.
Action taken
The property was reported to have been sold to Tiziano Sgarbi and Simona Barbieri.
Aftermath
The transaction changed ownership of the original property while the 10 Corso Como activities continued through separate business and leasing arrangements.
Reported property sale price. Just under €30 million (2017)
2013
Shanghai location launchProduct launchBackground
10 Corso Como continued building an international network in major Asian cultural and luxury-retail markets.
Action taken
The brand opened a Shanghai location at Wheelock Square on Nanjing West Road.
Aftermath
Shanghai became part of the brand's international location portfolio, with the site designed by Kris Ruhs.
2008
Seoul expansion through a Samsung partnershipStrategyBackground
The brand continued its international growth by working with a major South Korean corporate partner.
Action taken
A Seoul location opened in partnership with Samsung Cheil and Samsung Group.
Aftermath
The opening established a South Korean presence and was followed by a second Seoul location in 2012.
2002
International expansion through a Comme des Garçons partnershipStrategyBackground
After establishing the Milan model, 10 Corso Como sought to reproduce its cultural-retail concept outside Italy.
Action taken
The brand opened a Tokyo location in partnership with Comme des Garçons, with design by Rei Kawakubo and Kris Ruhs.
Aftermath
The Tokyo project became the first major international extension of the 10 Corso Como format.
Recent events
- 2020
Tiziana Fausti announces acquisition of 10 Corso Como interests[1]
M&A · Leadership change
Tiziana Fausti announced the acquisition of the holding company connected with Carla Sozzani Editore and established arrangements for trademark, global shop, and food-service operations.
- 2017
Original Milan property changes ownership[1]
M&A
The building containing the Milan exhibition, library, café, garden, and boutique spaces was reported to have been sold to Tiziano Sgarbi and Simona Barbieri.
- 2013
10 Corso Como opens in Shanghai[1]
Product launch
The Shanghai location opened at Wheelock Square, 1717 Nanjing West Road, extending the concept-store model into mainland China.
- 2013
10 Corso Como appears in Psy's 'Gentleman' music video[1]
Campaign
The Cheongdam-dong 10 Corso Como store in Seoul was used as a filming location for Psy's music video for 'Gentleman'.
- 2012
Second Seoul location opens at Avenue L[1]
Product launch
10 Corso Como opened a second Seoul location at Avenue L, again using a design language associated with Kris Ruhs.
- 2011
10 Corso Como marks its twentieth anniversary[1]
Other
The Milan institution celebrated its twentieth anniversary on 9 September 2011.
- 2008
10 Corso Como expands to Seoul[1]
Other
A Seoul location opened through a partnership involving Samsung Cheil and Samsung Group, with design by Kris Ruhs.
- 2002
10 Corso Como opens an international location in Tokyo[1]
Other
The brand expanded to Tokyo through a partnership with Comme des Garçons. The location was designed by Rei Kawakubo and Kris Ruhs.
Sources1 sources
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