In September, 1990 Carla Sozzani, former fashion editor and publisher, opens Galleria Carla Sozzani in a converted garage at 10 corso Como in Milano; eventually joined by a Bookshop and a garden cafè, the eponymous store opens its doors a year later, in September 1991. Set in an industrial building designed by American artist Kris Ruhs, 10 Corso Como’s black and white logo (also designed by Ruhs) becomes an icon of global style. 10 Corso Como promotes slow shopping through a succession of spaces and events that prioritize lifestyle development over object acquisition: sociologist Francesco Morace coins the word "concept shop" to explain this marketing phenomena. 10 Corso Como is the link between a global network of cultures, promoting interspacial exchanges throughout fashion, food, art, design
and photography. This brand galvanized marketing throughout the 1990’s and
established the vocabulary for international style in the 21st Century.
The flagship fragrance was inspired by a 1930s-era perfume flacon Carla Sozzani unearthed at a Paris flea market. Sozzani wanted to create a scent that spoke to the mystical aspects of our consciousness that awaken when we travel. The scent personifies 10 Corso Como by blending modernity with antique style and detail, a signature characteristic of this thoughtful, creative brand. The core of 10 Corso Como Eau de Parfum (1999) is a resin picked from the tropical “Oud wood”, which grows in the Borneo forest. Subtle, chic, yet provocative, 10 Corso Como is as distinctly unquantifiable as the brand it honors.