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STORE SPACES

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

BY Marianne Wilson

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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Fast-growing beauty brand opens milestone store

BY Marianne Wilson

Amazing Lash Studio continues to expand its portfolio.

The eyelash extension franchise brand has opened its 200th location, in East Brunswick, New Jersey. Amazing Lash Studio is opening between four and 10 new franchised locations every month.

“We are focused on creating lasting beauty and confidence, so our guests will look and feel amazing,” said Heather Elrod, COO of Amazing Lash Studio. “Amazing Lash Studio is the industry leader, with a proven business model built on a great consumer product. We’re well-positioned for continued growth and we’re just getting started.”

Amazing Lash Studio provides semi-permanent eyelash extensions (using a patented application process), and has a staff a licensed estheticians and cosmetologists to complete the service in a fraction of the time required at traditional outlets, according to the company.

The company was founded in 2010, and began franchising in 2013.

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Online furniture start-up in first store location

BY Marianne Wilson

Another young digital brand is trying on brick-and-mortar.

Burrow has opened its first physical store, called Burrow House, in the SoHo section of New York City. The brand specializes in American-made sofas — delivered in a box — with a modern mid-century design aesthetic.

Burrow launched in April 2017. It has expanded its original product line from sofas to include ottomans, chaise sectionals, and armchairs. Product is delivered to the customer’s door in a week.

The multilevel Burrow House is designed to represent the brand’s expression of home. Customers can try out the furniture in ways that replicate how they would do so at home. They can relax in front of the fireplace, watch a movie in the private screening room and have fun creating their own videos in the green screen studio.

“Today, by opening the doors of Burrow House to the public, we’re abolishing the idea of the typical furniture store,” said Stephen Kuhl, co-founder and CEO of Burrow. “Burrow House isn’t about shopping, though people can certainly place an order in the store. Burrow House is a place to celebrate the experiences we create in our homes.”

Burrow has successfully raised $18 million in funding to date.

“We wanted to create furniture that’s built to last, wouldn’t take months to arrive, and was mindful of both people’s lives and the planet,” said Kuhl.

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