BIRKENSTOCK BOX #3 - 10 Corso Como Mailand
Every city has its style icon, and in Milan, 10 Corso Como has been a destination for over 20 years. After BIRKENSTOCK’s mobile retail concept premiered at Andreas Murkudis Berlin and a transatlantic journey with Barneys New York, Italy’s fashion capital is up next on the map.
"A “Living Magazine” with Unique Content by a Visionary Mind"
From September 16th to 30th, the BIRKENSTOCK BOX x 10 Corso Como will take residence at Porta Garibaldi on Piazza XXV Aprile, like a quirky satellite roaming 10 Corso Como that is just a short walk up the eponymous street.
Founder Carla Sozzani was already a legendary fashion editor when she took a new leap in the nineties. A lifelong photography enthusiast, Sozzani decided to open her own gallery in a vacant backyard garage. The space soon added a bookstore, a fashion and design store, a café and a hotel, evolving into the original archetype of the concept store, making the neighborhood and becoming the lasting aspiration for retailers all around the world.
Sozzani was a novice on the terrain of retail, but she created an immediate sensation when 10 Corso Como emerged – not despite but precisely because she approached not with the ways of an entrepreneur, but with the eye of an editor. She literally created a hyper-curated “living magazine” with physical editorial content that is legendary to this day.
The close collaboration with American artist Kris Ruhs created the distinct visual identity of 10 Corso Como for almost 30 years, transforming her ideas into physical experiences. Ruhs, the multidisciplinary artist conceived the recognizable visual language of black-and-white graphics, and also produced sculptures, ceramics and interiors that shaped the spirit of 10 Corso Como for the original Milanese and all international locations.
"Launch event above the roofs of Milan"
The launch of the Milan BIRKENSTOCK BOX was celebrated in partnership with 10 Corso Como on September 20th, the first evening of Milan Fashion Week. Alongside BIRKENSTOCK , 10 Corso Como founder Carla Sozzani and artist Kris Ruhs hosted a cocktail on the rooftop of store that carries the name of its address. Following a magnificent sunset over the rooftops of Milan, select guests headed downstairs into the courtyard restaurant for an intimate dinner.
Guests included German Vogue Editor-in-Chief ’s Christiane Arp, Veronika Heilbrunner and Justin O’Shea, Caroline Issa, W Editor–in-Chief Stefano Tonchi, Ten Magazine Founder Sophia Neophitou, Pitti Uomo President Raffaelo Napoleone, and photographer Simone Falchetta with Jane Balzarini. Guests mingled until late to Italian wines and other delicacies.
"Carla Sozzanis and Kris Ruhs: Italian Style Job for BIRKENSTOCK"
These two visionaries with their unique sensibility took over the interior of the BOX’s Italian stopover.
Conceived by acclaimed architects Gonzalez Haase AAS the BOX is a traveling industrial freight container turned creative canvas to be taken over by local icons.
The BIRKENSTOCK BOX x 10 Corso Como is a reflection of Carla Sozzani’s exceptional vision, a little special edition of 10 Corso Como for BIRKENSTOCK. In style, Kris Ruhs designed the interior that mimics Corso Como’s visual identity with his vivacious signature graphics.
Part of the carefully selected assortment is a BIRKENSTOCK BOX x 10 Corso Como limited edition of the classic Arizona sandal created by Sozzani. The collection of six exclusive styles, are adorned with quirky black-and-white patterns in 10 Corso Como’s graphical language that make each shoe an artful bold fashion statement. The six variations feature silver buckles, printed leather straps and a printed footbed. The BIRKENSTOCK BOX x 10 Corso Como will be available at the Box in Milan, 10 Corso Como stores worldwide and at Birkenstock.com.
10 Corso Como Collection
The collaboration between BIRKENSTOCK and 10 Corso Como will be celebrated on September 20th in an exclusive setting at 10 Corso Como with Carla Sozzani, Kris Ruhs and invited guests.
Please look out for updates on the next stop of the BIRKENSTOCK BOX here.