Architecture for Fashion 2022 Edition
Design of a Pop-up Store for 10 Corso Como
The workshop, held under the tutorship of David Chipperfield Architects and in collaboration with 10 Corso Como, has focused on the design of a pop-up space for the well-renowned Milan concept store. With more than 30 years of history, 10 Corso Como became of one of the most important locations for the international fashion industry, thanks to its integration of fashion, design art and lifestyle that made this brand recognizable all over the world. 10 Corso Como is not - and never has been – a simple multi-brand store for the best designers and fashion brands, but it has a strong and marked 90s visual identity given by Kris Ruhs – who was able to suggest original visual setting-ups. Linked to the stories of the most important protagonist of the Italian fashion sector, 10 Corso Como has opened its doors to YACademy’s students and has invited them to design a pop-up space that can be placed anywhere in the world and is able to bring 10 Corso Como outside 10 Corso Como. The students have had the opportunity to design elegant and non-conventional architectural solutions, "pop" in their ability to become icons in the different international spaces where they are going to be located, but always up to the standards of one of the most renowned “concept destinations” in the world.
Founded in 1991 in Milan, 10 Corso Como is today recognized as the first concept destination, promoting a close link between fashion and design. Known as the first “concept store”, it turned the retail concept into a hub for lifestyle and fashion. Conceived as a living lifestyle magazine, with a diverse consumer experience at the core of its philosophy, 10 Corso Como features a curated mix of creative mediums in a succession of spaces: a café, a fashion and design store, a garden, a restaurant, three mini-suites, a gallery of photography, a bookshop and a terrace. With a strong visual identity, 10 Corso Como presents a model where multiple disciplines do not just sit by side but blend together holistically under one roof. It’s a compelling case study of a transitional and ever-shifting space that is wholly in tune with the rhythm and pace of our time (Hans Hulrich Obrist, The Transitory Museum, Polity Press, 2019). Each year, it presents exclusive and research-based collections from the world's best brands and fashion designers with cult products and an ever-evolving selection of Beauty and Design. Over 30 years, 10 Corso Comohas expanded internationally to Seoul, Shanghai, Beijing, New York, and it’s currently open in Milan and Seoul. Under the direction of Chairman Tiziana Fausti, 10 Corso Como opened a design space dedicated to experimental projects from design to fashion, with two windows overlooking Corso Como at number 10: the 10 Corso Como Pop Up Space. In juxtaposing a variety of facets of both culture and commerce, allowing a person to “curate” an integrated experience involving all their senses, 10 Corso Como is an oasis in the heart of Milan, linking past to future.