Samsung House held at the historic Palazzo Serbelloni in Milan, Italy (Photo courtesy of Samsung Electronics)
SEOUL, Feb. 5 (Korea Bizwire) — Samsung Electronics, a longtime Worldwide Olympic Partner, has opened “Samsung House” in Milan ahead of the 2026 Milan-Cortina Winter Games, the company said Thursday.
Located at Palazzo Serbelloni, the pavilion is built around the theme of “connection,” tracing Samsung’s Olympic partnership and its technological innovations developed alongside the Games.
The exterior features a large LED installation evoking the snow-covered peaks of Cortina, while the interior offers lounge spaces for athletes and visitors, hands-on Galaxy XR experiences, an exhibition of past Olympic edition devices and a photo gallery shot on the Galaxy S25 Ultra by competing athletes.
Samsung House held at the historic Palazzo Serbelloni in Milan, Italy (Photo courtesy of Samsung Electronics)
The space was designed by Balich Wonder Studio, the global creative group led by Marco Balich, the creative director of the upcoming Winter Games’ opening ceremony.
Among those attending the opening ceremony were Anne-Sophie Voumard, managing director of IOC Television & Marketing Services; Andrea Varnier, chief executive of the Milan-Cortina Organizing Committee; officials from the Lombardy regional government; Mauro Porcini, Samsung’s chief design officer; and Choi Seung-eun, executive vice president and head of marketing at Samsung’s Mobile eXperience division.
“Samsung House is a place that connects athletes and communities at the heart of the Olympic Games,” Choi said. “We hope it becomes a space where people can share stories, exchange ideas and experience firsthand the power of connection that defines the Olympics.”
Samsung House held at the historic Palazzo Serbelloni in Milan, Italy (Photo courtesy of Samsung Electronics)
Kevin Lee (kevinlee@koreabizwire.com)
