Tiziana Fausti signs the relaunch of 10 Corso Como: 'The shops are spaces in strong evolution'.

Oevery passion extinguished is the title of a splendid (and poignant) novel by Vita Sackville-West from 1931. But it is also three words to describe how people - at a certain point in their lives - can feel. Almost certainly, however, this is the condition in which Tiziana Fausti will never find herself: the entrepreneur (a reductive term) from Bergamo has lived animated by various passions, all but extinguished. The strongest is perhaps that for fashion, but there are also those for retail, the history of textiles, and art. Tiziana Fausti is also passionate about her city and her family, and best illustrating the idea of the passions impossible to extinguish of this exceptional woman is the decision, over three years ago, to acquire 10 Corso Como, to save it from an uncertain fate and relaunch it. A decision - with an important financial investment attached - taken by Tiziana Fausti more than 40 years after the opening of her first shop, which opened in Bergamo in 1979. These days, 10 Corso Como presents itself entirely renovated, but it is 'only' a stage in the journey that began with the acquisition and that includes many surprises.

The changes are visible, but the spirit that has animated the space since its opening in 1991 seems intact. Is that so?
We sought and, I believe, found, a balance between the history of this incredible space, which has become world famous, and a possible future. Redesigning, adding and removing was necessary, but with great respect and not to make people feel lost. To rediscover and surprise, but in continuity, for those who already knew 10 Corso Como. Objectives that are not easy and also for this reason we chose the interdisciplinary agency 2050+, with whom we exchanged ideas, visions, proposals.

Tiziana Fausti

Is there a novelty in particular that you would like to emphasise?
I like the idea of a 'flexible theatre machine', very different, moreover, from the Tiziana Fausti shop in Bergamo: I never thought of replicating that format. This Milanese space is no longer inhabited by shelves, shelves, fixed tables, but by furniture and modular units that can be raised and lowered. Ideally, we would like to 'free' the space occasionally to host debates, film screenings and, why not, musical performances and fashion shows.

And clothing?
No doubt about it, clothes and accessories remain the soul of 10 Corso Como. We will continue to scout for new brands and young designers to be included alongside the names that the shop has helped introduce to the Milanese and the international clientele that has always characterised the space, primarily Japanese designers. And we are very proud to host, the only one in Italy, Phoebe Philo, one of the designers most loved by those who follow fashion and want to make strong but also free style choices. Her third collection since leaving the creative direction of Celine, taking a period of reflection, includes ready-to-wear, leather goods and accessories and there are also pieces from her first two collections. We have also introduced a category that was not there, jewellery: this is a space that has to surprise everyone, starting with the Milanese, despite the fact that the city's offer is already vast. We start with seven names, including the Italian Lia di Gregorio, brands that use silver, vermeil, gold, platinum, coloured or precious stones. Some are known to those who follow the evolution and research in the world of jewellery, others, again, I hope will surprise.

Is 10 Corso Como a format that can also be replicated abroad?
We really believe so, and in the coming months we will see the first developments, conceived together with Gianluca Borghi, who has been CEO of the company since 2023 and is a manager with great experience in the high-end segment. We are having a lot of fun together, because he too is convinced that from what we have done in the past, he was for years in the Richemont group for example, can come stimuli, ideas, real visions of retail and fashion itself. Returning to projects, in October we will have a special installation of our Signature collection inside the Lodenfrey shop in Munich and there will be a 10 Corso Como space inside the new concept store of The Brands, in Prague, also within the next month. With Printemps in Paris we have another project that will see the light of day within the year and the same goes for their Doha location, while in 2025 we will open a 10 Corso Como store under licence in New Delhi.