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Brief Published: 11 Sep 2018

10 Corso Como Anchors NY’s Next-Gen Urban Mall

10 Corso Como

Milanese store 10 Corso Como, which famously blends art, fashion and food, has opened its first US shop in New York’s South Street Seaport – now rebranded as the Seaport District. The location is significant, with the former tourist spot vying to become a next-gen urban mall.

10 Corso Como’s 28,000 sq ft store anchors the Seaport District and entices visitors with a mix of designer fashion, homeware and a gallery. There’s also a restaurant, hand-painted fixtures from US artist Kris Ruhs, and branded collaborations with companies such as Birkenstock

American real estate developer Howard Hughes Corporation is leading the Seaport District’s regeneration, which complements the other mall-style zones popping up in the city. One such project, led by commercial real estate company Brookfield Properties, aims to unify Bleecker Street’s retail with a series of seven co-ordinated storefronts. There’s also Hudson Yards, which will include an indoor/outdoor shopping complex with the first New York location of department store Neiman Marcusscheduled for March 2019.  

Similar to London’s upcoming Coal Drops Yard (see blog), these areas are updating mall-style shopping with unique environments. To differentiate itself, the Seaport District emphasises its historic cobblestone setting, which 10 Corso Como founder Carla Sozzani says reminds her of Italy. Outdoor concerts and fine dining highlight the area’s relative tranquillity.

Other potentially destination-making features include the recently opened luxury hotel Mr. C Seaport, an upcoming food hall from French chef Jean-Georges Vongerichten, and the first permanent location for American actress Sarah Jessica Parker’s shoe store SJP, opening in mid-September.

As discussed in our blog Modernising the Mall, shopping complexes are transforming as consumers shun impersonal retail experiences. High-profile stores, such as 10 Corso Como, are important for luring shoppers to new destinations. While its addition will likely attract visitors, we’re curious to see if it provides a sufficient linchpin to kickstart the area’s regeneration.