10ComoUnity
Strategic vision
As part of the workshop held in collaboration with 10 Corso Como, students of the Master in Fashion Management programme at Domus Academy were challenged to develop a comprehensive two-year branding strategy for 10 Corso Como tailored to a specific market.
This project focused on repositioning 10 Corso Como to engage a younger, local audience – primarily Gen Z and Millennials – while preserving its strong relationship with its existing customer base.
The proposed strategy reimagines 10 Corso Como as a community-driven cultural platform, shifting its identity from a product-focused luxury retailer to a destination where fashion, music, and art foster meaningful emotional connections.
Strategic vision
As part of the workshop held in collaboration with 10 Corso Como, students of the Master in Fashion Management programme at Domus Academy were challenged to develop a comprehensive two-year branding strategy for 10 Corso Como tailored to a specific market.
This project focused on repositioning 10 Corso Como to engage a younger, local audience – primarily Gen Z and Millennials – while preserving its strong relationship with its existing customer base.
The proposed strategy reimagines 10 Corso Como as a community-driven cultural platform, shifting its identity from a product-focused luxury retailer to a destination where fashion, music, and art foster meaningful emotional connections.
Project Leader | Mentor
Sara Bellani
Project Authors
Camila Leonardo
Jiya Sheth
Molli Kresák
Munevver Dogan
Rather than centering the brand experience on products alone, the project emphasises immersive experiences, cultural participation, and community engagement. At the heart of the strategy is 10ComoUnity, a concept that uses the universal language of music to create shared stories, strengthen relationships, and build a vibrant creative community.
The concept introduces a series of integrated initiatives, including interactive concept store experiences, live music launches, workshops, collaborations with artists and musicians, and city-wide activations such as a branded listening tram. Fashion, art, and music converge through exclusive product collaborations and curated editorial content, creating a cohesive narrative across both physical and digital touchpoints.
The communication strategy integrates social media, digital platforms, podcasts, and experiential events to establish an ongoing dialogue with the community.
By combining retail, culture, and entertainment, the project strengthens brand awareness, fosters emotional connections with its audience, and reinforces 10 Corso Como’s position as a cultural landmark.
In doing so, the brand evolves from a retail destination into a cultural and lifestyle platform, capable of creating long-term value, meaningful engagement, and lasting relevance.
