First Look: Experiential store pioneer makes U.S. debut

One of the most celebrated stores in Italy — a pioneer of retail concept destinations — has dropped anchor in the United States.

Milan-based 10 Corso Como has opened its first U.S. store, in the Seaport District in Lower Manhattan. The 28,000-sq-.ft. space, taking up the entire first floor of the Fulton Market Building, combines art, luxury fashions and other retail — and a bit of hospitality. It features on-trend fashions, books, beauty items, and design objects along with an Italian café and restaurant, garden, and art gallery. (For the opening, the gallery is showing photography by the celebrated Helmut Newton.) Prices run the gamut from affordable to very pricey.

Founded in Milan in 1991 by former fashion editor and publisher Carla Sozzani, 10 Corso Como pioneered the format of a "living magazine" with a curated mix of cultural mediums in one place. It has location in Milan, Seoul, Shanghai and Beijing.

The visual identity, interior and iconic logos of 10 Corso Como’s stores are designed by American artist Kris Ruhs, inspired by the idea of bringing art into the everyday environment.

Spanning over several city blocks and encompassing 10 buildings, the Seaport District is currently being revitalized and transformed by The Howard Hughes Corporation into a hub for fashion, food, culture, entertainment and art.

The launch of 10 Corso Como followed the openings this fall of stores by Roberto Cavalli, Cynthia Rowley, and Sarah Jessica Parker, the area has emerged as a growing fashion destination.

"We went around the world searching for the most dynamic retail concept and immediately recognized that 10 Corso Como was the ideal fit for our vision of the Seaport's transformation," said David R. Weinreb, CEO of The Howard Hughes Corporation. "Carla's renowned creativity and the store's innovative design embody our commitment to providing New Yorkers with an engaging, multifaceted experience that inspires a strong sense of discovery among each person that visits.”

The Seaport District is New York's original commercial hub, located on the East River in Lower Manhattan with views of the Brooklyn Bridge, the Statue of Liberty and the city skyline. Howard Hughes is leveraging the Seaport District's history as the birthplace of innovation as it transforms a district spanning several city blocks, creating approximately 450,000 sq. ft. of culinary, fashion, entertainment and cultural experiences. The attractions will include 50,000-sq.-ft. food hall by Jean-Georges in the restored Tin Building that is currently under construction.

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