Luxury retailing finds its ultimate expression in Seoul’s 10 Corso Como.
Since 1991, 10 Corso Como in Milan has been the ultimate concept shop. The creation of Italian fashion journalist Carla Sozzani, this lifestyle emporium named after its address has entranced fashion watchers with its eclectic mix of fashion and lifestyle, commerce and culture.
In 2008, via a joint venture with South Korean group Samsung, the concept was exported to Seoul, following the house style created by American artist Kris Ruhs. There are now two stores in Seoul and others in Beijing and Shanghai.
The original Korean store in the Cheongdam-dong area of trendy Gangnam-gu may look at first like a smart office block, but inside its three floors are a feast for the senses. Decorated window blinds make this an intimate environment. The different floor sizes give the impression of a department store merged with small boutiques.
Flamboyant mixtures of colour, texture and pattern make the store a visual delight. Across the 15,000 sq ft space, the ground floor offers beauty, homewares, books, music and a garden cafe. Men’s and women’s fashion is on the first floor. A decorated staircase leads up to a corridor off which are small “rooms” of womenswear.
Specialist, luxurious and niche as it is, 10 Corso Como in Seoul is an inspirational fashion retailing space.