Samsung House opens in Milan, celebrating innovation and Olympic partnership
Samsung has officially opened Samsung House at the Palazzo Serbelloni in Milan, transforming the historic Neoclassical venue into an immersive showcase celebrating the brand’s innovation and long-standing Olympic partnership.
Key facts
- Samsung House is located at Palazzo Serbelloni, near Milan’s Duomo.
- The space highlights Samsung’s Olympic partnership, which began in 1997.
- The venue showcases Samsung’s innovative technology and will welcome Olympians, partners, media and other guests during Milano Cortina 2026.
Samsung House features a state-of-the-art video installation in the palace courtyard, together with interactive exhibits showcasing Samsung’s latest Galaxy innovations and the role its technology has played at the Olympic Games since it became a Worldwide Olympic Partner in 1997.
💫 Worldwide Olympic Partner @Samsung is ready for #MilanoCortina2026!
— IOC MEDIA (@iocmedia) January 22, 2026
With Galaxy innovation powering new ways for athletes and fans to connect, the excitement is building ❄️📱✨@SamsungMobile
🔗https://t.co/rUjtUwYDvf pic.twitter.com/TWgDjz4rOh
The venue was unveiled on 4 February with a ribbon-cutting ceremony attended by Andrea Varnier, CEO of the Milano Cortina 2026 Organising Committee, and Giuseppe Sala, Mayor of Milan. They were joined by Anne-Sophie Voumard, Managing Director of IOC Television and Marketing Services; Mauro Porcini, Chief Design Officer of Samsung Electronics; Stephanie Choi, Executive Vice-President and Chief Marketing Officer of Samsung Mobile; Simon Sung, President of Samsung Europe; and other guests.
This space is a clear illustration of the support Samsung provides to the Olympic Movement, using innovation to help connect the Games, the athletes and audiences around the world. We are proud of the long-standing partnership between Samsung and the IOC, which has now spanned almost three decades.
For the Milano Cortina 2026 Olympic Winter Games, Samsung is providing participating athletes with a bespoke Olympic Edition Galaxy device, equipped with apps and tools to support their experience at the Games.
The athlete-led Victory Selfie initiative, first introduced at Paris 2024, will also make its Olympic Winter Games debut, while fan engagement initiatives will include Medal Alerts, a Victory Selfie AR lens and a travelling “Victory Truck” activation in Milan, Livigno and Bormio.
Samsung House will remain open throughout the Olympic and Paralympic Winter Games, hosting athlete appearances and live competition viewings, in addition to other curated events.