10 Corso Como is a concept store in Milan which is considered the coolest shop in the city. We can say that it’s an Italian version of the Colette in Paris, but it has a less pretentious environment than the French store. 10 Corso Como has no windows. Whoever goes through the Corso Como unwittingly can’t know that behind that discrete passage there is a store so worshiped. Only when you walk through the courtyard, you realize there is actually a store on site. Alongside pieces of super famous brands clothes, we find homeware, decorative items, books, etc. Away from the Quadrangle of Fashion, it’s located exactly on the same address that gives name to it. Founded in 1991 (six years before the Colette) by a former editor of Italian Vogue, 10 Corso Como was the store that launched the concept of … concept stores. In other words, they’re copyright shops, where the curator owner/buyer is as good as the brands that are selected to be sold there. This Mecca of cool is still just as innovative as ever; the two-story industrial building houses an art gallery, bookstore, design shop, restaurant, terrace bar, mini hotel, restaurant, and clothing shop. Browse the ever-changing and extravagantly displayed selection of hot-off-the runway gems from Gareth Pugh, Maison Martin Margiela, Alexander McQueen, MSGM, Comme des Garçons, and more, then sit down in the garden cafe and stay to people watch an incredibly chic Milanese crowd!