10 corso como store in milan welcomes revamped gallery & project room

inside the redesigned 10 corso como by 2050+ in milan

For Milan Fashion Week, the 10 Corso Como store opens the Gallery and Project Room, with spaces entirely redesigned by interdisciplinary agency 2050+, according to the vision of Tiziana Fausti. The revamp focuses on ‘selective archaeology’, the act of removing materials and elements accumulated over time, to bring back the spaces’ original 20th-century industrial character. A series of self-supporting movable walls and large pantograph tables offer different solutions and volumes, with grandstands to host talks and meetings, keeping up the idea of a hybrid Wunderkammer, but with a recognizable design and materiality. Through a series of strategic micro-interventions, or micro-architectures, the store rethinks its flows. The architectural renovations will cover the entire building and will be finalized in the coming months. For Milan Design Week 2024, 10 Corso Como will also serve as a new satellite venue for Capsule Plaza, a hybrid fair and collective exhibition with curated activations and programming that takes place during the one-week event.

the project room

The Project Room is an innovative and hybrid space inside the store, able to transform according to the works it hosts, where current themes such as sustainability, activism, and human relations will be developed through archival research and technological and digital innovation.  For the first time in the 2050+ designed Project Room, the series of Pietro Consagra’s jewelry will be presented in the exhibition Pietro Consagra. Ornaments curated by Alessio de’Navasques. For the debut, Consagra’s jewelry dialogues in visual harmony with The Alchemical Plane, showcasing signature design pieces on view and sale, selected by Domitilla Dardi and accompanied by rare books and international magazines.  

Complementing the Consagra show is Il Piano Alchemico, a second Domitilla Dardi-curated exhibition that spotlights a choice of designer pieces for sale following the principle of changing forms, where animal, vegetable and mineral kingdoms merge; and that of the four colors of the alchemical process. In a chromatic sequence that goes from black to white (identifying elements of 10 Corso Como), up to yellow and red, the signature objects – tableware, accessories, small furnishings – are tools at the same functional time and custodians of ancient symbolism.

the gallery

  Meanwhile, the revamped Gallery, which enhances the original ring structure with a double entrance, is currently hosting the exhibition of American artist Roe Ethridge, Happy Birthday Louise Parker designed especially for 10 Corso Como and curated by Alessandro Rabottini, with more than thirty iconic pictures and large-format works shown for the first time in Italy. Known for his provocative, unconventional, and highly lyrical style, Ethridge explores the potential of the photographic image, in a way that trascends the division between artistic research and commercial photography, triggering in the process a profound dialogue between art and fashion, personal memories and the history of photography.

Il Piano Alchemico curated by Domitilla Dardi | image © Alessandro Saletta – DSL Studio

The exhibition pairs iconic creations from the past fifteen years with previously unreleased works, intertwining themes and sensibilities in Roe Ethridge’s artistic practice. While he explores a wide array of subjects – exuberant still lifes, painstakingly staged fashion shots, melancholic landscapes, and intimate portraits – Ethridge tackles each image with the same extreme formal rigor, deploying an approach that adds stylistic and conceptual tension to his lived experience and to the imagery of fashion.

Pietro Consagra. Ornament curated by Alessio de’Navasques | image © Alessandro Saletta – DSL Studio