In the heart of Milan, Samsung House opens, a hub dedicated to the 2026 Winter Olympic and Paralympic Games

The atmosphere of the Olympic competition has officially entered the neoclassical halls of Palazzo Serbelloni.

Last night, February 4, the historic Milanese building hosted the inauguration of Samsung House, a space designed to become the central reference point for athletes, media and partners throughout the Milano Cortina 2026 Winter Olympic and Paralympic Games.

The choice of the location responds to the aim of creating a visual and conceptual dialogue between the architectural elegance of the Lombardy capital and the technological modernity brought by the South Korean giant, a historic Global Olympic and Paralympic Partner.

Samsung House opens, the new hub dedicated to Milano Cortina 2026

The ceremony saw a high-profile institutional audience celebrate the ribbon-cutting. Key figures of the international sports organization spoke, including Anne-Sophie Voumard, Managing Director of IOC Television & Marketing Services, and Andrea Varnier, Chief Executive Officer of Milano Cortina 2026.

Representing local institutions were delegates from the Lombardy Region and the City of Milan, underscoring the synergy between regional authorities and global partners.

For Samsung, the welcome was entrusted to Stephanie Choi, EVP and Head of the Mobile Marketing Center, while the project vision was represented by Mauro Porcini, President and Chief Design Officer, an integral part of the company’s delegation.

The sensory experience and the author’s signature

Far from being a simple showroom, Samsung House aims to be a dynamic and immersive environment. The artistic direction was entrusted to Marco Balich and his Balich Wonder Studio, already the creative mind behind the Milano Cortina 2026 opening ceremony.

The concept developed for the occasion transforms the palace rooms into a path that moves in step with the rhythm of the competitions, capturing the energy of the opening event and translating it into a daily, usable experience for visitors. The aim is to generate authentic connections, allowing the public to live the Olympic spirit through technological interaction.

A completare il quadro dell’eccellenza, l’evento inaugurale ha offerto un omaggio alla cultura gastronomica locale. Gli ospiti hanno potuto apprezzare un percorso culinario curato personalmente da Enrico Bartolini, lo chef pistellato d’Italia, che ha ideato un menfmi su misura capace di esaltare la tradizione milanese con un tocco contemporaneo, rispecchiando la filosofia stessa della Casa: radici solide e sguardo rivolto al futuro.

The sensory experience and the author’s signature

The concept developed for the occasion transforms the palace rooms into a path that moves in time with the rhythm of the competitions, capturing the energy of the opening event to translate it into a daily, accessible experience for visitors. The aim is to generate authentic connections, allowing the public to experience the Olympic spirit through technological interaction.

Samsung House will remain operational for the entire duration of the event. It will accompany visitors and industry professionals until the conclusion of the Winter Olympics, scheduled for February 22, 2026.

Subsequently, after a brief technical pause, the doors will reopen to celebrate the Winter Paralympic Games, welcoming the public again from March 6 to 15, 2026, thus confirming its role as a fundamental hub for the entire duration of Italy’s great winter sports winter season.