Samsung Electronics opened 'Samsung House' in Milan, Italy ahead of the opening of the 2026 Milan-Cortina Winter Olympics, unveiling a space to showcase its Olympic partnerships and technological innovations.

The opening ceremony took place on the 4th local time at Palazzo Serbelloni in Milan. Attendees included Anne-Sophie Bomade, Executive Director of Television and Marketing Services at the International Olympic Committee (IOC); Andrea Barnier, CEO of the 2026 Milano-Cortina Organizing Committee for the Olympic Winter Games; officials from the Lombardy region; Mauro Porcini, Chief Digital Officer; and Choi Seung-eun, Executive Vice President and Head of Marketing Center at Samsung Electronics' MX Business Unit.

Samsung House, themed "Open Connection," showcases Samsung's Olympic partnership journey and the technological innovations that have evolved alongside the Olympics. Samsung Electronics is an official partner of the IOC.

The exterior features a large LED display that depicts Cortina's snow-capped mountains, while the interior features a lounge for athletes and visitors, a Galaxy XR experience space, an exhibition of past Olympic editions, and a Galaxy S25 Ultra photo exhibition featuring the athletes. This allows us to explore Samsung's Olympic-related technical support and overall history.

The space design was done by Balić Wonder Studio, led by Marco Balić, creative director of the Milan-Cortina Winter Olympics Opening Ceremony.

Vice President Choi Seung-eun expressed her hope that Samsung House will become a space where athletes and the community can connect, share stories, and share ideas. Managing Director Anne-Sophie Bomard also praised Samsung's technology for contributing to the operation and development of the Olympic Games, noting that Samsung House will become a space that connects innovation, sports, and the Olympic spirit.