10 Corso Como, the original concept store, opens in New York
10 Corso Como, whose founder Carla Sozzani invented the original concept, has opened a huge new space in New York’s South Street Seaport district in a novel deal from a marketing; aesthetic and even real estate point of view.
The deal is a partnership, and in part a joint venture, between Corso Como and the Howard Hughes Corporation, the real estate wing of the Howard Hughes business empire. It currently owns some 700,000 square feet of real estate in and around South Street Seaport. The developers' goal: to radically upgrade the area from a mass tourism destination into a tony shopping and dining neighborhood, located just 10 minutes walk from Wall Street and Ground Zero.
The result is rather marvelous, 28,000-square-foot emporium, a savvy revamp of the Corso Como shopping blend for a New York market.
It’s a skilful edit of Corso Como, by Averyl Oates, the veteran retailer and former fashion mob boss of Harvey Nichols. A custom-approach to New York’s brutal winters include a cape coat with neat collars that will be a sure bestseller – a brilliant toning down for elite reaches into this show.
A gaggle of beautiful people showed up for the opening: Heather Graham, Karolina Kurkova and Olivia Palermo. Along with a score of editors they dined on traditional Milanese food.
FashionNetwork.com: Why did you open Corso Como in New York, and in this neighborhood?
Carla Sozzani: Only because of one thing – the location. When I saw this space I just thought I was back when I opened Corso Como, a gallery in 1990 and then a shop in the museum. People asked me why are you going into this area? Why? The location. Because it's a historic building, (in an area which used to be) New Amsterdam.
FNW: How do you think Corso Como will function inside a traditional family?
CS: I think and hope it will become a destination and at the same time one sees a famous architect shopping beside a real family. I hope that Corso Como will never end. It’s about just having good manners.
There are lots of Italian things in here already. But in my mind we are all one world. I hope that the restaurant will be a big success too.
FNW: What do you want people to think when they leave Corso Como?
CS: I hope that they can say what they say when they come to Milano. My biggest hope of all.
FNW: Are you spending more time here or in Milan?
CS: We signed two years ago. It’s a retail agreement, where they put up the money needed and we provide most of the investment on site.
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