Project Leader: Damon Pittman

Project Advisors: Gianfranco Olivotto and Maria Jaber

Group#1

Almagul Kassymova. Chetan Lakshmi.

Hira Khan. Kaiqi Wang. Marsya Labde

Master in Fashion Management

Master in Fashion Styling and Visual Merchandising

0

RESEARCH

CONCEPT OVERVIEW

MAY: MILAN, THE CITY OF NEW BEGINNING

JUNE: MILAN, THE CITY TO BE LOVED

JULY: MILAN, THE CITY TO BELONG

AUGUST: MILAN, THE CITY TO LIVE SIDE BY SIDE

SEPTEMBER: MILAN, THE CITY TO SEE BEYOND

OCTOBER: MILAN, THE CITY TO BELIEVE

TABLE OF CONTENT

1

BRAND IDENTITY

SLOW SHOPPING

DESTINATION CONCEPT STORE

LIVING MAGAZINE

PERSONAL LOFT

COOL HUNTING

BRAND IDENTITY 2

TARGET CUSTOMER PROFILEGALLERIA CARLA SOZZANI

Reason for visiting 10CC:

Seeing something new, inspiration, art, books.

Frequency:

Every time a new exhibition opens.

Visiting hours:

Prefer to take their time, and therefore come in

the morning, when there are less customers.

Purchasing habits:

Mainly buy books or design objects – food for

thought and soul. Have a very peculiar taste in

fashion and an established sense of style.

Evaluate fashion not only from aesthetical, but

also from functional point of view.

3TARGET CUSTOMER

Reason for visiting 10CC:

New events, new products, socializing.

Frequency:

Almost every week, but for different reasons.

Visiting hours:

For shopping – in the morning during the

week, for socializing – in the

afternoon/evening on weekends.

Purchasing habits:

Allow themselves to shop for fashion at 10CC

once every season for new seasonal items.

Frequent shopper at the bookstore for

magazines, books and design objects.

TARGET CUSTOMER PROFILE10 CORSO COMO

4TARGET CUSTOMER

EXPO

TIMELINE

MAY

MILAN, THE

CITY OF

NEW

BEGINNING

MILAN,

THE CITY

TO BE

LOVED

MILAN,

THE CITY

WHERE

TO

BELONG

MILAN,

THE CITY

TO SEE

BEYOND

MILAN,

THE CITY

TO LIVE

SIDE BY

SIDE

MILAN,

THE CITY

TO

BELIEVE

JUNE

JULY

AUGUST

SEPTEMBE

R

OCTOBER

CONCEPT10 CORSO COMO AND EXPO 2015

TEXT…

5CONCEPT OVERVIEW

Reason for visiting 10CC:

One of the attractions of Milan, interest in art,

design and fashion.

Frequency:

During a trip to Milan.

Visiting hours:

Morning and afternoon.

Purchasing habits:

Mainly interested in branded products,

something to keep as a memory from the trip.

TARGET CUSTOMER PROFILE10 CORSO COMO AND EXPO 2015

6EXPO CUSTOMER

Attract New

Visitors

Target Not target

Generate interest

for repeat visit

Word of Mouth and

Communication

Sales of Branded

Products

EVENT OBJECTIVE10 CORSO COMO AND EXPO 2015

7EVENT OBJECTIVE

CHILDHOOD

The inspiration for May theme is Childhood. We want to help

the customers of 10 Corso Como to being back their

childhood memories through creating a playful and fun

atmosphere throughout the month.

MILAN, THE CITY OF NEW BEGINNING CONCEPT FOT 10 CORSO COMO EVENTS IN MAY, 2015

8MAY 2015

MILAN, THE CITY OF NEW BEGINNINGOUTSIDE DISPLAY

Throughout the period of six months,

we will use 10 Corso Como branded

digital displays with cameras mounted

on top of them. Each month the theme

of these displays will change.

In May, to convey the theme of

Childhood, we propose to mount

swings in front of the screens, where

the camera on top projects the image to

the next screen, and not the screen

immediately below it, creating a series

of ‘portals’ along Corso Como. This

installation will serve amplify the fun

atmosphere and invite customers to

come inside and explore the store.

9MAY 2015

MILAN, THE CITY OF NEW BEGINNINGEVENT: VINTAGE TOYS EXHIBITION

The event of the month could be a

Vintage Toy Exhibition with some

interactive installations like Be a Pin Up

by Lulu Guinness or a Lego wall

installation, where 10 Corso Como

visitors could create artistic structures

with use of Lego.

10MAY 2015

MILAN, THE CITY OF NEW BEGINNINGEVENT: PHOTO CAMERA INSTALLATION

During the event and throughout the

month cameras could be mounted in

random place inside 10 Corso Como,

which the visitors could use to make

photos of themselves. Cameras close to

the ceiling could have pull strings

attached to them not just for

convenience, but also to provide a fun

experience for the visitors.

11MAY 2015

MILAN, THE CITY OF NEW BEGINNINGMONTHLY MAGAZINE, LIMITED EDITION PRODUCT AND FOOD

The café could also offer a

special menu to support the

theme of each month.

In May, it could be creatively

styled to not only be tasty, but

also fun to look at.

Every month, for visitors, who

wish to keep a memory from

their time at 10 Corso Como, we

propose to created limited

edition 10 Corso Como branded

products. For May, it could be a

Rubic’s Cube, Tamagochi or

Lego set.

As a way to document the event of each

month, we propose to publish a Monthly

Magazine styled in particular way each

month.

For May, the magazine could be published in

the format of a comic book. 12MAY 2015

LOVE FOR ONESELF

A person cannot truly love another until they

learn to love themselves. This is why the

theme for the month of June is Love for

Oneself in all its forms, beneficial in short and

long term: from self-indulgence and narcissism to self-awareness and individuality.

MILAN, THE CITY TO BE LOVEDCONCEPT FOR 10 CORSO COMO EVENTS IN JUNE, 2015

13JUNE 2015

MILAN, THE CITY TO BE LOVEDOUTSIDE DISPLAY

Outside displays for the month of June will be photo booths mounted around the digital screens. The pictures taken by the visitors would be displayed on the screens as a demonstration of love for oneself and the others.

14JUNE 2015

Arnulf Rainer Susan Bright

MILAN, THE CITY TO BE LOVEDEVENT: AUTO PORTRAIT EXHIBITION

15JUNE 2015

MILAN, THE CITY TO BE LOVEDMONTHLY MAGAZINE, LIMITED EDITION PRODUCT AND FOOD

A limited edition product in June will be

a 10 Corso Como photo frame for the visitors to put their photo booths

pictures into.

Monthly magazine will be styled as a personal photo album.

16JUNE 2015

HOME

Jul is a month for exploration of the concept of

home in its physical and spiritual meaning.

The store will turn into a place of complete

relaxation for body and soul.

MILAN, THE CITY WHERE TO BELONGCONCEPT FOR 10 CORSO COMO EVENTS IN JULY, 2015

17JULY 2015

MILAN, THE CITY WHERE TO BELONGOUTSIDE DISPLAY

July displays will have blown up

pieces of furniture in front of

every screen with the same

‘portal’ system projecting the

video on random screens along

Corso Como.

18JULY 2015

MILAN, THE CITY WHERE TO BELONGEVENT: CEILING EXHIBITION

As an event, we decided to improvise with the

layout of the galleria by placing the art pieces

on or close to the ceiling, so that reclining

chairs would be placed below, which the

visitors could use to lay down and observe the

exhibition.

19JULY 2015

MILAN, THE CITY WHERE TO BELONGMONTHLY MAGAZINE, LIMITED PRODUCT AND FOOD

Monthly magazine will be in

the form of a 3D book, with

pieces of furniture popping

up from each page. For limited edition products in

July, we propose to collaborate

with houseware or kitchenware

designers.

20JULY 2015

INTERACTION WITH THE WORLD

August will be a month for exploring the

multiple ways a person interacts with the world

on a basic and advanced level – starting from

the five ways of perception and continuing with

ways of self-expression. The main goal is to

convey the idea that we are all a part of a

bigger entity called ‘society’ and the

importance of human interaction in our lives.

MILAN, THE CITY TO LIVE SIDE BY SIDECONCEPT FOR 10 CORSO COMO EVENTS IN AUGUST 2015

21AUGUST 2015

MILAN, THE CITY TO LIVE SIDE BY SIDEOUTSIDE DISPLAY

In August, digital displays will project

the footage of people walking along

Corso Como.

We are often to shy to look at people

around us, too afraid of eye contact.

This installation will encourage people

to look around and start noticing

without the fear of being judged by

others.

22AUGUST 2015

MILAN, THE CITY TO LIVE SIDE BY SIDEEVENT: CUSTOMER-CURATED MAGAZINE

August event will serve to establish a two-

way communication between 10 Corso

Como and its customers by offering a

Customer Curated Magazine, where next

month’s art exhibition, new books and new

arrivals at the store will be offered to public

opinion. Users will have the opportunity to

vote online on Pinterest or Instagram for

their favorite pieces, which they would like

to see in the store in August for that

month’s assortment to be created based

on that voting.

23AUGUST 2015

MILAN, THE CITY TO LIVE SIDE BY SIDEMONTHLY MAGAZINE, LIMITED EDITION PRODUCT AND FOOD

Monthly magazine will be

styled in a form of one

long brochure with each

previous page logically

and visually related to the

next one.

For limited edition products

we propose to offer any

products, which use

magnets, like this ring by

Glauco Cambi to represent

the force of attraction and

repellence between people.24AUGUST 2015

AN OPEN MIND

The inspiration for the month of

September is the theme of Open

Mindedness interpreted in such a way as

to give the visitors of the store an

opportunity not only to see a bigger

picture, but also to look at it from many

different perspectives.

MILAN, THE CITY TO SEE BEYONDCONCEPT FOR 10 CORSO COMO EVENTS IN SEPTEMBER, 2015

25SEPTEMBER 2015

MILAN, THE CITY TO SEE BEYONDOUTSIDE DISPLAY

Outside displays in

September will be set to

project the sky above. In the

night time, when the cameras

are not capable to capture the

sky, a prerecorded video of

the stars could be shown.

26SEPTEMBER 2015

AS IS TO BE

MILAN, THE CITY TO SEE BEYONDEVENT: REDISCOVER 10 CORSO COMO

27SEPTEMBER 2015

In September, we want to

offer the visitors of 10 Corso

Como an opportunity to look

at the store with new eyes by

flipping the layout: the fashion

store could be relocated to

the rooms of the gallery and

the bookstore and vice versa.

This way, during fashion

week, this will also help to

switch the focus from the

fashion store to Galleria Carla

Sozzani.

MILAN, THE CITY TO SEE BEYONDEVENTS: TELESCOPES ON THE ROOF

To amplify the atmosphere,

telescopes could be placed in

the rooftop garden for visitors

to be able to look at the stars.

28SEPTEMBER 2015

MILAN, THE CITY TO SEE BEYONDMONTHLY MAGAZINE, LIMITED EDITION PRODUCT AND FOOD

This month’s magazine would be styled in such a way that every page is

laid out in a different direction, to represent the different points of view

that can be applied to the same subject matter.

Limited edition products in September could be telescopes.

29SEPTEMBER 2015

Don’t forget to put a frame around the telescope ;)

THE LIGHT INSIDE

The 6 month run will finish with a dive

into the world of spirituality in search

of inner light and inspiration. The

theme for the month of October will

serve to convey the idea that true

creativity comes from within – from a

person’s individuality and unique point

of view.

MILAN, THE CITY TO BELIEVECONCEPT FOR 10 CORSO COMO EVENTS IN OCTOBER, 2015

30OCTOBER 2015

MILAN, THE CITY TO BELIEVEOUTSIDE DISPLAY

In addition to cameras, movement

sensors will be mounted on top of the

digital screens in order to demonstrate an

interpretation not only of the light within

each person, but also the fact the this

light is unique for everyone.

31OCTOBER 2015

MILAN, THE CITY TO BELIEVEEVENT: 10 CORSO COMO INSPIRATION EXHIBITION

The idea of inspiration and

individuality will be communicated

through changing the setting of the

store once again. This time, we

propose to mix everything, the

fashion, books, design and art and

arrange by source of inspiration.

Light installations could also serve to

enhance the atmosphere.

32OCTOBER 2015

MILAN, THE CITY TO BELIEVEMONTHLY MAGAZINE, LIMITED EDITION PRODUCT AND FOOD

Monthly magazine in October will be

styled like a mood board.

Continuing with the theme of light

installations, limited edition products

would be LED lamps created in

collaboration with Studio Cheha.

33OCTOBER 2015

34

THANK YOU