Past Exhibition

Roe Ethridge Happy Birthday Louise Parker

21.2 - 05.4.2024

Happy Birthday Louise Parker is the first solo exhibition in Italy by the American photographer Roe Ethridge (Miami, 1969) curated by Alessandro Rabottini. Of the language of photography, Ethridge explores historical implications and contemporary paradoxes, seamlessly navigating the realms of visual art and fashion photography through a distinctive and unconventional style.

Conceived especially for 10·Corso·Como, Happy Birthday Louise Parker brings together a selection of iconic photographs from the past 15 years alongside previously unreleased works, fusing themes and subjects that, at a first glance, may appear unrelated to each other: elaborate still lives, accurately staged fashion shots, melancholic landscapes, and intimate portraits. Images are skilfully juxtaposed to forge visual connections, unravel contrasts, and weave narratives, and despite the diversity of their atmospheres, what connects them all is a formal rigour that is as haunting as it is arresting, if not confrontational at times.

The exhibition draws its title from the alluring presence of Louise Parker, a model with whom Roe Ethridge collaborated with on the occasion of several fashion editorials starting from 2010. Throughout the years, the two became friends and Ethridge had the opportunity to portray Parker both inside and outside the framework of the fashion industry. We see the recurring, hypnotic image of Louise transitioning from highly stylised fashion spreads to more spontaneous, intimate portraits and back, manifesting the intertwining of life and representation, the everyday and the staged. In this collection of portraits, the gaze of the artist meets the self-aware gaze of the model, in a way that thematise and transcends the dynamic interplay between the photographer, the camera, and the subject, between the intentionality of the artistic vision and the intentionality of the pose.

Within this narrative in which Louise is present at different stages of her life - as an individual and as a model, as a woman and as a mother - Roe Ethridge inserts fragments of his own biography: a portrait of the artist together with his son at the age of 5 (Me and Auggie), his own sinked car salvaged from a muddy river in Belle Glade, the city in Florida where his mother grew up and where his parents met in High School (Durango in the Canal) , more recent portraits of his children taken during moments of leisure (Lee Lou at Sunset Park Ferry Terminal, Auggie with Racoon Tail), and a digitally manipulated portrait of the artist at his 52nd birthday party (Birthday Multiply), the result of the superimposition of two different images, one taken from his daughter.

Within this non-linear storytelling, the relation between personal memories and the realm of fashion is revealed through the nuanced connections established between the images when installed in the space: fashion, in fact, is an ever-evolving discipline where trends emerge, flourish, and fade, each season serving as a poignant reminder of the cyclical nature of life.

Exhibition details
Roe Ethridge –
Happy Birthday Louise Parker
Curated by Alessandro Rabottini
February 21 – April 5, 202410·Corso·Como, Gallery
Opening hours: daily, 10:30am – 7:30pm
Free admission


Monday — Sunday

10:30 — 7:30

Editorial Selection

Magazines and books

A hybrid and mobile cabinet of curiosity, the 10·Corso·Como Project Room hosts an editorial selection of rare volumes and international cult magazines. A meeting place for the creative and academic community, it is also a space where contemporary issues can be addressed, thanks to a selection of writings offering reflections on sustainability and human relations, and looking at the intersection of art, fashion and culture.

Available in store only.

The 10·Corso·Como Gallery opened in February 2024 as an innovative space within the Rethinking 10·Corso·Como project. Tiziana Fausti, who acquired the iconic brand and concept store in September 2020, is providing her own stamp on the brand’s 30 years of links to image culture and sophisticated fashion.
The Gallery, which in its new design restores the ring structure with its double entrance, has been conceived by the interdisciplinary agency 2050+ as a light space animated by sliding walls, a place able to change appearance and configuration in response to different curatorial inputs.
An intense programme of exhibitions enlivens the 10·Corso·Como Gallery; it opens to the community through cultural exchanges and conversations, looking at the intersections of creative languages, with a special focus on photography, the history of fashion and the applied arts. From February 21st to April 5th, 2024 the Gallery hosts Happy Birthday Louise Parker, a solo exhibition by American artist Roe Ethridge, curated by Alessandro Rabottini and conceived especially for 10 Corso Como.


Authorial Design

The Alchemical Plane

As vibrant space and crossroads,the Project Room hosts The Alchemical Plane, showcasing signature design pieces on sale, selected by Domitilla Dardi.

The selection of artifacts offered up here is based on two principles: that of mutable forms, whereby the animal kingdom merges with its vegetable and mineral counterparts; and that of the four colors of the alchemical process.

The phases of the transformation of matter – Nigredo, Albedo, Citrinitas, and Rubedo – follow a chromatic sequence that runs from black to white (time-honored elements in the visual identity of 10 Corso Como), through to yellow and red: a progression in which the root of memory blossoms into a new pathway.
Glass, porcelain, ceramics, textiles, and paper are living materials, shaped by the skilled hands and the vision of artisans and designers who bring age-old techniques into the present day.

The types selected encompass everything from objets d’art to tableware, and from furnishings to small pieces of furniture, all betraying painstaking attention both to the smallest detail and to the stories with which this kind of open-series, authorial design is infused.

Each piece is a window onto a world; each product affords an opportunity to engage with the identity of things that have a personality all of their own, which is also that of those who choose them and those who recognize themselves in those pieces.

Available in store only.

Youtube Video

Concept Store (Test Cooder)

Roe Ethridge

Happy Birthday Louise Parker

21.2 - 05.4.2024