Fragrance Meets Fashion In New 10 Corso Como Exhibit

Luxury fashion is constantly seeking new ways to expand our senses. From art installations to fine dining, it’s finally fragrance’s time to take center stage. Beginning February 20, Milanese retailer 10 Corso Como and London-based creative agency System Preferences have teamed up for an in-store exhibition titled Olfactory Signals 01 on the recently redesigned first floor.

System Preferences explained, “Through installations, events, and collaborations with artists and designers, the project aims to redefine the role of fragrance in contemporary culture.” Olfactory Signals 01 also coincides with the 15th installment of Esxence – The Art Perfumery Event, an annual celebration of fragrance.

The exhibition includes a diverse range of hand-curated fragrances from some of the world’s most popular perfumers. Selected scents include Ode Ona, Borntostandout, D.S. & Durga, Arpa Studios, and Chopova Lowena’s newly launched perfume line.

The sensory experience also features an installation presented in collaboration with Berlin-based artist Illya Goldman Gubin and Norwegian scent artist Sissel Tolaas. Titled IGGSBT, statue-sized rolls of scented paper fill the room, elevating the senses and challenging “the dominance of visual stimuli in our world.”

The exhibition is open to the public from 10:30-7:30 pm. Over the weekend, 10 Corso Como will also host two talks in the space. Today will be in conversation with Gubin and Tolaas while tomorrow’s will be Elise By Olsen, founder and curator of The International Library of Fashion Research, Oslo and Creative Director Morteza Vaseghi.