The Milanese iconic store 10 Corso Como inaugurates today its first Italian pop-up store in Forte dei Marmi, which is the third other existing store along with Milan and Seoul, and the first new project managed by its president, entrepreneur and retailer Tiziana Fausti. She acquired the 10 Corso Como fashion store and the brand in 2020 from its founder, Carla Sozzani, who had opened it in 1991.

#The new pop-up is characterised by bright furnishings and finishes and a mix of flowing shapes and muted colors, giving an evident brightness to its interiors. The store which continues to offer its global aesthetic, with the unmistakable mark of Kris Ruhs, wants to become a destination for meetings and cultural references offering top brands  fashion designer brands along with 10 Corso Como branded design objetcs and products.




Since Fausti's acquisition, the Milanese concept store has shown great sensitivity toward the sustainable cause as it has been supporting various projects, hosted special capsules focused on eco-friendly fashion and sells unique niche brands strongly caring on a more responsible overall approach.

10 Corso Como, Forte dei Marmi
Photo: 10 Corso Como
10 Corso Como, Forte dei Marmi
Throughout 2022, the concept store hosted the debut of significant international fashion realities, such as the world premiere of the US brand Ports 1961's Green Capsule 2022. It also presented unique capsules such as the Tod's collection for Hender Scheme, in collaboration with the Milan Chamber of Fashion, and the Giorgio Armani - 10 Corso Como collection, offering some iconic pieces of the Italian fashion brand ri-edited in collaboration with the store.

 




In the area of sustainability, 10CC Global supported Fashion Emerging Design at the initiative of the Government Commission for the Promotion Export and Tourism of Peru (Promperu) to present six top brands from the Andean country selected for their commitment to social issues the plight of women, and Peruvian textile culture.

 



While the Milanese store already sells fashion brands by designers who are keenly focused on lower-impact fashion, like, for instance, Setchu, from Japan, made with sustainable viscose and recycled vintage fabrics, and Sapio produced without waste reusing old limited edition stocks of precious fabrics, from Italy, more new sustainable fashion projects will be disclosed in the next months.

 



Tiziana Fausti, president of 10 Corso Como and of the 10CC Global company in Milan, and of the Tiziana Fausti company and store in Bergamo, explained The SPIN OFF the key aspects of this new store and about some new general projects of 10 Corso Como.

Tiziana Fausti, president, 10 Coso Como
Photo: 10 Corso Como
Tiziana Fausti, president, 10 Coso Como
Is this new temporary store the first new 10 Corso Como you are opening outside Milan?
There have been several openings abroad, in the past, especially also in Asia, but this is our first "export" project to Italy.

 



Why did you decide to open in Forte dei Marmi?
I've known Forte dei Marmi since my childhood. It has always been synonymous with summer for me, and I'm happy to bring a little piece of 10 Corso Como to the sunshine of Versilia.

10 Corso Como, Forte dei Marmi
Photo: 10 Corso Como
10 Corso Como, Forte dei Marmi
How long will it stay open?
This store's opening is tied to the summer, being a pop-up, but if conditions are right it could be extended beyond September.

 

 

Could this store eventually become a store that will no longer be temporary?
If the conditions are right, why not, we'll see.


 

What are its most important features in terms of image and brands offered?
10 Corso Como is focused on research, on brands or designers perhaps less known to the public, but interesting. A lot of space is devoted to 10 Corso Como label products, including plates, glasses, blankets, a beautiful bicycle and bags, together with high-perfumery handcrafted fragrances. It offers an uncommon selection.

10 Corso Como, Forte dei Marmi
Photo: 10 Corso Como
10 Corso Como, Forte dei Marmi
Are you preparing other openings? If so, when and where will they take place? Will they always be temporary stores?
Yes, the opportunities are many, the demands as well. We are considering various options, including international ones, to maintain the consistency of a brand that already has 30 years of history.

 



In this post-pandemic period, what new projects will 10 Corso Como focus on?
We are working on important collaborations with historical and prestigious brands, clothing and accessories. We will see the developments.

10 Corso Como, Forte dei Marmi
Photo: 10 Corso Como
10 Corso Como, Forte dei Marmi
How did 10 Corso Como face the pandemic times? Did you carry out any particular initiatives-which perhaps continue even today-that in some way helped you keep the connection with your customers alive?
We were certainly helped by e-commerce, our 10 Corso Como-theshoponline that we opened in 2021, but also strengthened our relationship with people, and especially focused on a personalized attention to customers.

 



What did you learn from that experience?
We learned that it is necessary to be forward-looking. Who would have imagined a pandemic and a war soon after? You need to be prepared and also plan for alternative digital solutions.




How did you face price increases in raw materials, electricity, transportation? Do the brands you sell also increased their prices? And how are you handling this issue?
We try to select collections with a balanced relationship between price and quality. Selection is crucial.

10 Corso Como, Forte dei Marmi
Photo: 10 Corso Como
10 Corso Como, Forte dei Marmi
Raw materials and transportation costs have increased, but I cannot tell you by what percentage for now. Wherever possible we try to mitigate shipping costs, for example by offering not only 24-hour delivery, but also longer delivery, to produce less economic and environmental impact. We are also structuring a new site that will have absolutely innovative features.



10 Corso Como
Via Carducci 21D
I-55042 Forte dei Marmi
Italy
(July 2022 - September 2022 - 10.30-19.30)




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