Changing the way Koreans shop By Jean Oh
Publisher:The Korea Herald - Publication Date: 13-05-2008

At the newest hotspot, the sun is out, hitting a little garden surrounded by orange trees. People chat, sipping cappuccinos and espresso. A bit of bossa nova wafts out from indoors where the latest in beauty, fashion, books and design awaits.

This ideal weekend hangout is none other than the newly opened 10 Corso Como Seoul, the world's first sister store to the famed Milanese concept shop of the same name.

And currently, it is the place to see and be seen. According to Corso Como buying manager Kim Na-young, celebrities pop by on a regular basis.

"Actually there is a celebrity here right now," added Cheil Industries Inc. assistant manager Yang Hee-jun. Cheil Industries Inc. signed an exclusive contract with Corso Como, making them sole partners to the Seoul location.

It is not hard to see why celebrities frequent this three-story complex, which first opened its doors to the public on Mar. 21. Chock full of cutting edge fashion, from the elusive creations of Rodarte to the premium skinny jeans of Superfine, this place is pure fashionista heaven.

"We get lots of fashion savvy customers," said buying manager Kim, 32.

And Corso Como also seems to be attracting cosmetic hounds too.

Stocked with the latest in the beauty market, from Uslu Airlines' wicked airbrush makeup to beauty products from the famed Brazilian plastic surgery clinic, Ivo Pitanguy, Corso Como promises to fulfill every woman's cosmetics fantasy.

According to Corso Como beauty consultant Kim Chunkyu, Hollywood celebrities love to pop by Pitanguy for a touch-up or two. And now, Koreans get to test out his uber-firming creams and serums.

But Corso Como Seoul's current popularity should come as no surprise. After all, it is practically a clone of the original flagship store.

Called, 'the world's most formidable boutique' by the Sunday Telegraph, the original 10 Corso Como opened in 1991, under the direction of fashion maven Carla Sozzani.

And when Sozzani came to Seoul to see the store, she said, according to assistant manager Yang, 34, "It's the same as Italy's Corso Como".

If it is the same, then there is a good chance that it will change the way Koreans shop. After all, Milan's 10 Corso Como changed the way the world shopped.

One of the first stores to combine fashion, art, books, music and home design in one space, 10 Corso Como became a model boutique, fusing culture and market into a unified whole.

In 1998, Sozzani added a cafe and in 2003 she added the boutique hotel 3Rooms, taking her store a step further.

The coffee shop was an ingenious idea, and it works well here at the Seoul store too.

"You can order food, look around, come back and dine," said manager Kim.

Even on weekdays, the cafe is fully booked and brimming with hungry shoppers, making it a popular lunchtime and tea time spot.

Waiters dash around serving up hot cups of their Cova espresso. Straight from the venerable Cova Coffee Shop in Milan, the beans offer up a thick, creamy and aromatic brew. Top that with a dollop of steamed milk to get a sweet cappuccino.

Pair it with their rich tiramisu, which comes in a bowl, a literal cloud of marscapone dusted with cocoa powder, to get the perfect mid-shop snack.

After a spot of caffeine, continue to browse through the store's collection of fashion, design and art books, hip music and clothing.

Both men and women are offered a vast yet exclusive selection of the finest in fashion, selected by none other than Carla Sozzani herself.

And her taste is impeccable. The sister of Vogue Italia's editor-in-chief Franca Sozzani, Carla knows all there is to know about clothing. And her taste is not confined to the unaffordable.

This season, Sozzani took a liking to Kate Moss' Topshop line and to Chloe Sevigny's Opening Ceremony line, both of which are at the Seoul location, though it looks like Sevigny's line might be close to sold out.

On the flipside, she also stocked up on Emilio Pucci, Miu Miu and Balmain, all high end brands with beautiful spring-summer collections this season.

And you know you are getting special treatment, because all of the clothing sold at Corso Como bears the Corso Como label, pretty much proof that Sozzani gave that garment her seal of approval.

In classic Sozzani style, all the clothing and accessories are laid out like they are on show at a Moroccan market, so that you have to slowly rifle through the circular, curved racks of precious pieces.

"You get to look for what you want," said manager Kim.

Now this is what they call 'slow shopping'. And it is not just because shoppers need to go through the merchandise piece by piece, but also because they can enjoy ongoing art exhibitions in the gallery space upstairs and because they get to browse through books, look at furniture and rest at the coffee shop and its adjacent garden.

The Financial Times was serious when they said that customers need at least a quarter of the day to see 10 Corso Como Milan. And the same rule should apply to Seoul.

10 Corso Como Seoul is located in Cheongdam-dong, across the street from Galleria Department Store. For more information call (02) 3018-1010 or visit 10.CORSO.COMO SEOUL

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Doh, I missed this. So close, yet so far away.