Seoul boutique 10 Corso Como offers a unique concept in the heart of bustling Asia: Slow Shopping. Speaking exclusively to HausMag, the natively Italian store describes themselves as a place where “art, fashion, music, design, cuisine and culture from around the world to the world” come together for the ultimate full-bodied experience.
Originally founded by noted gallerist and publisher Carla Sozzani in Milan in 1990, the concept store has now found itself in Seoul, Beijing and Shanghai. The name of the store comes from the street name of the vacant garage where the renowned editor began her first exhibition space. Their Seoul boutique is located in Cheongdam-dong; in the hip and exciting district of Gangnam, and was used as the filming location of K-Pop star Psy’s 2013 single ‘Gentleman’.
The three-story, 1400 square meter concept boutique flaunts its quirky signature design style by artist Kris Ruhs -monce you see it you can’t miss it. Opening in 2008, 10 Corso Como has become a well-known spot in bustling Cheongdam-dong, where residents and visitors of Seoul have enthusiastically embraced its philosophy of Slow Shopping. More recently in 2012, a second location of their boutique was opened in AvenueL just across the Han River from the Cheongdam-dong store.
The boutique’s interior design is void of blandness. Based on Kris Ruhs’ artistic aesthetic, Ruhs lends 10 Corso Como the designer’s standout graphics style, of repetitious colourful patterns. You will be transported inside a post-modern and chic Roald Dahl illustration.
Imagine a retail spa, where all your needs are satisfied in one place. 10 Corso Como Seoul houses men’s and women’s fashion, beauty, and a design section where one can find jewelry, accessories, lifestyle items, art and photography. Art and design exhibitions are commonly held to quench city goer’s thirst for slow-paced visual enjoyment and to stay updated with the art scene.
Stimulating all senses, 10 Corso Como’s Seoul boutique provides the restful shopping experience to customers who live the busy city life. The Slow Shopping concept stimulates the thoughtful and mindful side of individuals to emerge. Encouraging a different culture of ‘shop’, the 10 Corso Como Bookshop, Garden Cafe and Restaurant offers a place to relax and rest, to sit and read, and to enjoy lunch with friends and family.
10 Corso Como prides itself in a multifunctional philosophy, presenting an internationally unique blend of culture and commerce through an unorthodox retail practice. They describe themselves as an “international crossroads between desire and culture” where visitors can travel through “galleries” of fashion, art and design.
The contemporary boutique hosts a number of internationally renowned designers in each of their shopping galleries. British brand’s Tom Dixon’s chic and futuristic metallic designs and Fornasetti’s quirky historically-themed furniture liven up 10 Corso Como Seoul’s lifestyle section.
Sultry and luxurious, perfume and jewelry brand By Kilian lends their unique Parisian scent to the beauty section. The boutique also houses internationally renowned Epidermologist Joelle Ciocco’s face-care brand, perfect for those who like to make informed choices about their cosmetic skincare, especially in a nation where skin-care is highly prioritised.
For the fashion-forward ladies, 10 Corso Como houses pattern-loving French brand Alaia, bold and classy cuts from Thom Browne, and the rebellious urban styles of Vetements. Not to mention men’s fashion; the boutique presents European styles popular with Korean fashion taste such as AMI and the famous Gosha Rubchinskiy who refashioned men’s urban styles.
With special thanks to 10 Corso Como Seoul for press materials and personal insights.
Visit 10 Corso Como, 79 Cheongdam-dong, Gangnam-gu, Seoul, South Korea.
Written by Alice Pearce
Edited by Sonia Wan