A living magazine

Former fashion editor and publisher Carla Sozzani conceived 10 Corso Como as a virtual narrative. Using the gallery and bookshop as its core, she has structured a living magazine where editorial choices in food, fashion, music, art, lifestyle and design are constantly made by the visitor and customer as they engage across multiple areas of interest. In 1991, the Italian sociologist Francesco Morace coined a term for 10 Corso Como that would later become a standard marketing idea: concept shop. 10 Corso Como’s philosophy allows it to present a unique blend of art, music, design, cuisine and culture from around the world, to the world.