10 Corso Como Continues to Sparkle
The first and latest chapter of a brand that was the trailblazer for concept stores tell the story of pure Italian creativity. And in the meantime, a stop in Milan for the Design Week to meet a true Princess
The Milan Design Week is arriving, and 10 Corso Como, one of the most exclusive and dynamic locations, is finishing the preparations of a series of exhibitions, including one that promises to be a true unicum in the jewelry world: the first De Parme Design Collection, created by Princess Margarita de Bourbon de Parme. Jewels with diamonds, yes, but with less precious cuts from the haute couture line signed by Principessa, for a charming "pret-à-porter".
AROUND THE WORLD
When in 1991, the gallerist and fashion editor Carla Sozzani opened her first space in Milan, the idea of a concept store didn’t even exist yet. Today the concentric circles of the optical motif at 10 Corso Como is an unmistakable icon of Italian excellence, along the super trendy West Nanjing Road in Shanghai and at South Street Seaport in Lower Manhattan. The five stores offer an extraordinary mix of fashion, accessories, books, and art and photography collections chosen ad hoc, reflecting the tastes of a public, which change from one location to the next. Starting with jewels, as these four buyers – plus Carla Sozzani herself – explain.
NEW YORK
DESTINATION: 10 Corso Como, New York City, founded in 2018.
TOLD BY: Ann Lee, Jewelry Buyer
BRANDS SELECTED: Kris Ruhs, Raphaele Canot, Shihara, Paige Novick, Objet-A.
THE MOST REQUESTED: Kris Ruhs.
THE MEDIUM CUSTOMER’S AGE: Not currently available, after only 3 months.
THE MEDIUM PRICE: 2,052 $. THE BEST SELLER: Grace Drop Earrings by Kris Ruhs
SHANGHAI
DESTINATION: 10 Corso Como, Shanghai, founded in 2013. TOLD BY: Aliyah Shi, Jewelry Buyer.
BRANDS SELECTED: Cough in Vain, Atelier So, Yi Collection for the fine jewelry.
THE MOST REQUESTED: Buccellati.
THE MEDIUM CUSTOMER’S AGE: 25-35 years.
THE MEDIUM PRICE: 1,000-2,000RMB (150-300 €); price range 50-10,000 €.
THE BEST SELLER: Cough in Vain.
SEOUL
DESTINATION: 10 Corso Como, Seoul, founded in 2008.
TOLD BY: Gavi Lee, Jewelry Buyer.
BRANDS SELECTED: Vasa New York, fine jewelry brand founded in 2010 by Korean designers.
THE MOST REQUESTED: Alighieri and Sophie Buhai.
THE MEDIUM CUSTOMER’S AGE: Women in their early to mid-thirties.
THE MEDIUM PRICE: 300-500 $.
THE BEST SELLER: Alighieri’s necklace is the best-selling item, but best-selling jewelry item varies by trend and season.
MILAN
DESTINATION: 10 Corso Como, Milan, founded in 1991.
TOLD BY: Carla Sozzani, founder of the concept store, with Silvia Bertocchi, Head Buyer 10 Corso Como.
BRANDS SELECTED: Many fashion brands, like Maison Margiela, Balenciaga, YSL, Versace, Salvatore Ferragamo, Maripol, Vetements, and a lot of jewelry brands like Kris Ruhs, Bea Bongiasca, Annarita Celano, Tom Binns, Stefano Tartini, Marina Schiano. Among the “new” selected, Ad Mater, GM Natural Design and Georg Jensen.
THE MOST REQUESTED AND THE BEST SELLER: Kitty by Kris Ruhs (750 €).
THE MEDIUM CUSTOMER’S AGE: 30 - 60 years old.
THE MEDIUM PRICE: 1,000 $, with a price range of 300 - 7,000 €.
