10 Corso Como : the background revealed
As one of the series of IFA Paris students activities, we headed to the Italian oriented select shop 10 Corso Como. Reporting.
During our visit, the shop manager Ivy Huo acted as the guide and introduced the background of 10 Corso Como Shanghai. This famous multibrand megastore established in 2013 and since, sell luxury brands and independent designers brands in a five floors building located in Jingan, in the center of Shanghai.
Created by former Italian Vogue editor Carla Sozzani, the mother of all multi-brand concept stores opened its fourth location, in downtown Shanghai, in autumn 2013, with OCD-level curation of high-end retail, art and dining spanning five floors of a large shimmering glass building designed by artist Kris Ruhs, with a facade covered in 20,000 hand-painted glass tiles. The ground floor includes a large selection of art and design books and glossy magazines, a fashionable bar and café helmed by award-winning chef Corrado Michelazzo, and an Italian tailor who is flown in one week per month to fit clients ; he then returns to create the custom pieces in Italy. Famous names in fashion, design and art occupy the rest of the space, including Fornasetti, Atelier Cologne and Tom Dixon, plus menswear and womenswear by the likes of Chloé, Comme des Garçons, Maison Martin Margiela, Carven and Jil Sander. Artwork on display and for sale comes courtesy of Sozzani’s connections in fashion, including Annie Leibovitz and Marcel Wanders.
IFA Paris has many connections with 10 Corso Como. Last year, IFA Paris students and alumni together with many new designers in China attended the portfolio night organized by 10cc to select new designers. Some of IFA students deeply impressed the judges on that day. Also, IFA Paris MBA alumni Irena Gu worked in their marketing department on the digital marketing department as her first job after graduation.