10 Corso Como activations

10 Corso Como will turn its Milan store into a weeklong circuit of fashion, furniture and jewelry installations during Milano Design Week, which runs from April 20 to April 26. (10corsocomo.com) The concept store said Moncler will take over its Gallery with a pop-up for a new summer collection, while the Project Room will host “Fluid Re-Collection” by Linde Freya Tangelder in collaboration with Cassina. Visionnaire will present its NM3 design capsule in the Pop-Up area, and Imperfettolab will install a work on the Mezzanine. (10corsocomo.com) In the retail space, Copenhagen jewelry house KINRADEN is staging a monthlong pop-up in April and using 10 Corso Como for the first presentation of new styles from its Stilos collection. The display will also include a broader edit of KINRADEN fine jewelry made with recycled gold and silver and what the brand describes as Blackwood diamonds from Forest Stewardship Council-certified forests. (10corsocomo.com) Moncler’s activation is part of the Fuorisalone side of Milan Design Week, the citywide network of exhibitions, showroom events and installations that runs alongside the Salone del Mobile furniture fair. Domus describes that split as the defining structure of the week: a commercial fair at Rho Fiera and a more dispersed, public-facing program across Milan. (domusweb.it) That format helps explain why a store founded around fashion retail is programming furniture, objects and jewelry in the same address. 10 Corso Como said it is using the Gallery, Project Room, Pop-Up, Mezzanine, store and secret garden at once, turning the site into what it called a “fluid and immersive journey.” (10corsocomo.com) The Moncler piece is billed separately in the Brera Design Week guide as “Have a Puffy Summer,” with the brand using 10 Corso Como to present a summer collection built around layering and puffy silhouettes. The guide places the event inside the Brera Design District, one of the busiest Fuorisalone zones for showroom traffic and brand installations. (breradesignweek.it) 10 Corso Como opened in Milan in 1991 and is widely credited with pioneering the “concept store” model that mixed retail with publishing, exhibitions and food. The Brera Design Week listing says that history is part of why brands still use the address as a stage during Design Week rather than only as a shop floor. (breradesignweek.it) Design Week’s wider calendar this year stretches across museums, galleries, fairs and temporary venues, with Domus flagging dozens of exhibitions opening around the same April window. In that crowded schedule, 10 Corso Como is betting that one address can pull visitors through multiple categories in a single stop from April 20 to April 26. (domusweb.it)