A fresh chapter in contemporary aesthetic expression unfolds at 10 Corso Como with the arrival of The Erose, an immersive installation that redefines the boundaries between fashion, art, and lived experience. Born from the visionary minds of Francesca and Alessandro Gallo—creators of the cult hospitality project The Venice Venice Hotel—The Erose now extends its poetic universe to Milan, where it is housed within the iconic concept store’s singular space.
Emerging from the evocative palazzo Ca’ da Mosto in Venice, where its founding manifesto declared a “postvenetian” aesthetic rooted in beauty, contradiction, and radical imagination, The Erose now finds resonance within the conceptual framework of 10 Corso Como. There, its presence feels not like a guest but a natural evolution of the space’s storied dialogue between fashion, design, and culture.
The installation weaves through multiple dimensions of creative output—genderless garments, sculptural furniture, accessories, and objet d’art—each occupying a liminal space where memory and modernity coalesce. This curated ecosystem is not merely a display; it is a lived proposition of beauty as a method, incoherence as freedom, and contradiction as harmony.
Centering the installation is a striking piece by Igor Mitoraj, whose mythic sculpture underscores the brand’s affinity for timeless forms and symbolic language.
Upstairs, the Project Room becomes a chamber of scent and sensation, where The Erose’s fragrance and beauty line converses effortlessly with 10 Corso Como’s acclaimed selection of niche perfumery. This layered sensory environment deepens the store’s ongoing narrative of research-driven, elevated lifestyle.
Founded in Milan in 1991, 10 Corso Como remains a vanguard in the concept store movement—a locus where art, fashion, and design meet. Under the direction of Tiziana Fausti, it continues to champion a distinctly Italian creative spirit while welcoming global innovation. The addition of The Erose, with its Venetian roots and disruptive elegance, underscores the store’s commitment to evolving culture with style.
From Venice’s Grand Canal to the heart of Milan, The Erose invites visitors into a universe where past and present spiral together in a reverie of radical beauty.
