The Copenhagen International Fashion Fair (CIFF) kicked off its 66th edition on Tuesday. Also taking part for the first time is the Italian luxury retailer 10 Corso Como, which has implemented a new concept that is also aimed at end consumers. The collaboration marks the beginning of a broader cultural collaboration between the two.
At the opening, CIFF director Sofie Dolva confirmed plans for a ‘reverse’ pop-up experience of the fair. This is scheduled to take place in June at 10 Corso Como as part of Milan Men’s Fashion Week.
A new research platform to promote cultural exchange
10 Corso Como’s exhibition at CIFF is located directly behind the fair’s supermarket-like entrance. This entrance visualizes the theme ‘CIFF Super’. The exhibition highlights the company’s changing approach to retail. The story is told in a timeline. It shows the eventful years of transformation since the company was founded in 1991.
The retailer’s extensive cultural influence is displayed on the walls. Past exhibitions with well-known designers, artists and creative people are shown there.
Speaking to FashionUnited, Alessio de’Navasques, curator of the cultural program at 10 Corso Como, explained that the 600 square meter space was designed to combine commerce and culture. The decision to specifically work with CIFF and bring the concept to Copenhagen was a natural step. The similarities between the design aesthetics of Italy and Denmark are seamless.
“What Scandinavian design has in common with Italian culture is the love of beauty, of design,” he added, calling the collaboration a “moment of cultural exchange.” “The idea with Sofie [Dolva] is to launch a new research platform, a living project to promote design and Scandinavian culture through beauty and fashion.”
The first project of 10 Corso Como in Copenhagen
At the center of the area is a presentation highlighting a handful of Scandinavian brands. These were selected by the 10 Corso Como team. The retailer already has some of these in its Milan flagship store. In others, he is interested in entering into a partnership in the near future. These include Cecilie Bahnsen, Hodakova, Rolf Ekroth and Tromborg.
Jewelry, books, cosmetics and 10 Corso Como’s signature collection complete the presentation. They expand the exhibition beyond fashion to showcase the retailer’s entire offering.
The inclusion of Nordic brands responds to a growing interest in the region’s design aesthetic. This interest is evident among Italian and 10 Corso Como customers. The Milan-based retailer’s presence at CIFF also serves as a test. It is his first project in Copenhagen, having previously explored presences in the USA, Germany, France and the Czech Republic.
Valentina Galbiati, the retailer’s visual merchandising manager and brand development manager, said: “We want to learn from this smaller 10 Corso Como ecosystem. The selection of brands ties in with the ones we have at 10 Corso Como in Milan and with our philosophy. We don’t carry all of these brands in our store, so this is a kind of test for us.”
Trade and Culture: A New Chapter for the CIFF
For the CIFF, the partnership is just the beginning of a broader cultural program, said Dolva. The exact form of the trade fair presence at Milan Fashion Week in June is still being worked out. Dolva envisions a new way of connecting creative communities across cities and industries, she said in a speech.
The event has confirmed the participation of Nordic brands Tromborg, Porcelain Perfumery, Obayaty and Lernberger Stafsing. The focus will mainly be on cosmetics. This category is proving increasingly popular with 10 Corso Como’s customers, noted Galbiati.
Such a partnership is a remarkable development for CIFF. It is the first time that the trade fair allows end consumers to purchase products on site. This marks a ‘new chapter for CIFF’ as it explores ways to evolve the traditional B2B platform to attract a wider audience. With 10 Corso Como, Dolva also hopes to show how retailers can be present at trade fairs and meet new brands in innovative ways.
“This is a showcase to show both brands and retailers how to truly connect culture, lifestyle, cosmetics, fashion and immersive experiences. It also shows how to share knowledge between countries and partners,” Dolva added in her opening speech.
This article was created using digital tools translated.
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