1990, September: Carla Sozzani, former fashion editor and publisher, opens Galleria Carla Sozzani for photography, art and design in a converted garage at ná 10 corso Como in Milano. The Galleria Carla Sozzani is gradually joined by a Bookshop and a garden caf?. A year later in 1991, September: 10 Corso Como opens its doors. Named after the street address, the industrial building is designed by American artist Kris Ruhs who also creates the black and white logo that will become an icon of global style. A radical new union of culture and commerce, 10 Corso Como promotes slow shopping through a succession of spaces and events that reflect lifestyle over object acquisition. Sociologist Francesco Morace coins the word concept shop"