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10 Corso Como | Price Matched Selections | Perfume & Cologne

What do you know about the brand? 

It is an interesting brand that deserves your attention! 

Every day the wonderful experience that is 10 Corso Como grows in new and exciting ways, but at first 10 Corso Como was simply a vision. In 1990 with the opening of the Galleria Carla Sozzani began this project without really knowing where it would naturally and organically drive us.


In collaboration with Getty Images Gallery & Fahey/ Klein Gallery, 10 Corso Como New York presents Beat Positive, a new exhibition of photographs that explores the dawn of hip hop culture, from 1982 to 1993. On view through February 2020.


In September of 1990, after a career in journalism and fashion, Carla Sozzani opened Galleria Carla Sozzani for photography, art and design in a converted garage on a street called Corso Como in Milan. The gallery was soon joined by a garden café and a bookshop, which housed new  and classic publications on art, architecture, literature, design, graphics, a prolific collection of photography books and a selection of music from around the world.

A year later, in September 1991, 10 Corso Como opened its doors. Named after its street address, the striking interiors of the pioneering “concept store” and its signature black and white circular logo were designed by artist and New York native Kris Ruhs, who would go on to design the interiors at all subsequent branches.

Every day the wonderful experience that is 10 Corso Como grows in new and exciting ways, but at first 10 Corso Como was simply a vision.

In 1990 Carla Sozzani began a project to create a living magazine in Milan, Italy. Today, 10 Corso Como is considered the world’s original concept store.

“Today the Sozzani Foundation oversees the Galleria that for 28 years has been the center and heartbeat of 10 Corso Como. And its roots and what came to follow grew from my editorial life in publishing. That editorial curiosity is still my driving force to explore what every day brings my way.”

Working in magazines informed my thinking about the balance and flow between aesthetic and practical concerns. Each project no matter what its size, will always need a philosophy to give it a direction in which to grow and express itself. A point of view in every aspect – creative, curatorial, editorial and final production – is essential to a truly creative result. 

My experience in the field of magazines was pivotal to the idea of
10 Corso Como. It would be like turning the pages of a magazine and finding surprises and always new ideas.


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