Dezeen Magazine

Milan design store 10 Corso Como arrives in New York

Celebrated Milanese shopping destination 10 Corso Como has opened a location in Lower Manhattan's historic Seaport District, with black and white interiors carrying the brand's circular motifs.

The store has taken over the ground floor of the Fulton Building, a former market that has been extensively renovated as part of a wider effort to revitalise the neighbourhood.

10 Corso Como New York

It is the first US outpost of the retail concept, created in 1990 by fashion editor Carla Sozzani as "a living lifestyle magazine, with a diverse consumer experience at the core of its philosophy".

Named after its address in central Milan, the original 10 Corso Como offers a curated selection of fashion, furniture, homeware and other accessories, displayed among a mix of artworks and installations.

10 Corso Como New York

These are all interspersed across the old building and its outdoor spaces – an altogether secluded setting that also includes a cafe.

In New York, the team aimed to achieve the same atmosphere and blend of creative elements, in a similarly historic building.

10 Corso Como New York

"I am very excited to introduce 10 Corso Como to New York," said Sozzani in a statement. "Almost 30 years after we opened in Milan, to be a part of such an inspiring resurgence in one of the city's oldest artistic and commercial neighbourhoods is a dream."

Like its Milanese counterpart, the 28,000-square-foot space includes an Italian café and restaurant, and sell clothing, design objects and books. An art and photography gallery, and a garden as also incorporated for visitors to peruse.

10 Corso Como New York

The interiors were created by American artist Kris Ruhs, who worked on the decor for the original store, and its other international locations. He also created the 10 Corso Como visual identity and logos.

"I see no boundaries between design, fine art and the art in the gardens," said Mr. Ruhs. "To keep building the 10 Corso Como world and grow its personality even stronger, to keep writing its story, is our passion."

10 Corso Como New York

Playing on his circular motifs, the store is filled with round elements. Most prominently, a grid of disc-shaped metallic lights covers the black ceiling across the largely monochrome interior.

Glass tables are used to display merchandise, scattered across the polished concrete flooring. Black and white upholstery covers seating for shoppers to relax on, with the patterns repeated on rugs.

10 Corso Como New York

In the centre, a glazed box houses a menagerie of plants displayed in pots and on plinths, decorated with 10 Corso Como's spotty branding.

Sozzani first opened her store as Galleria Carla Sozzani in an industrial building in the Italian city, and turned it into 10 Corso Como a year later. Since then, global expansion has included outposts in Seoul, Shanghai and Beijing.

10 Corso Como New York

Situated on the edge of Manhattan's Financial District, the Seaport has undergone major work to regenerate its cobbled lanes and historic brick buildings, overseen by The Howard Hughes Corporation.