Samsung has officially inaugurated its much-anticipated “Samsung House” at the historic Palazzo Serbelloni in Milan, a venue transformed into an immersive hub celebrating both the company’s innovative technology and its enduring partnership with the Olympic Games. The grand opening, which took place on February 4, 2026, marks another milestone in Samsung’s long-standing relationship with the International Olympic Committee (IOC) and its role as a key technological partner.
A Historic Venue with a Modern Twist
Located just steps away from Milan’s iconic Duomo, the stunning Palazzo Serbelloni provides a striking backdrop for Samsung’s latest showcase of innovation. The Neoclassical palace, known for its classical elegance, has been reimagined to reflect the cutting-edge technology that Samsung is known for, blending history with the future. The space serves as a key location during the Milano Cortina 2026 Winter Olympics, offering a venue where technology, sports, and culture intersect.
Samsung House will serve as an exclusive gathering spot for Olympians, IOC partners, media representatives, and invited guests throughout the duration of the Milano Cortina 2026 Games. The venue has been carefully curated to highlight Samsung’s ongoing contributions to the Olympic Games since it became a Worldwide Olympic Partner in 1997.
Celebrating Innovation Through Technology
One of the standout features of Samsung House is a state-of-the-art video installation located in the palace’s courtyard. This cutting-edge display immerses visitors in Samsung’s technological evolution, showcasing the brand’s pivotal role in shaping the Olympic Games through its innovations. The exhibition spans the company’s technological journey, from the early days of its Olympic partnership to the present, where its Galaxy devices continue to empower athletes, officials, and spectators alike.
In addition to the video installation, Samsung House features interactive exhibits that allow visitors to explore the latest advancements in the Galaxy lineup, offering a hands-on experience with the brand’s smartphones, tablets, wearables, and other products. These displays not only demonstrate the power of Samsung’s technology but also highlight its impact on the Olympic Games, enhancing the experience for everyone involved, from athletes to fans.
The interactive exhibits also delve into how Samsung’s innovations have played a critical role in ensuring the smooth operation of the Olympic Games, from providing athletes with advanced wearable technology to supporting real-time communication and broadcasting efforts. Samsung’s commitment to sustainability and smart technology is also reflected in the displays, emphasizing its role in driving eco-friendly practices during the Games.
Key Figures Attend the Ribbon-Cutting Ceremony
The official unveiling of Samsung House was marked by a ribbon-cutting ceremony attended by some prominent figures in both the business and sports communities. Andrea Varnier, CEO of the Milano Cortina 2026 Organizing Committee, and Giuseppe Sala, the Mayor of Milan, were joined by other key personalities, including Anne-Sophie Voumard, Managing Director of IOC Television and Marketing Services, and Mauro Porcini, Chief Design Officer of Samsung Electronics. The event also saw the participation of Stephanie Choi, Executive Vice-President and Chief Marketing Officer of Samsung Mobile, and Simon Sung, President of Samsung Europe, among other distinguished guests.
The presence of these high-profile individuals underscored the importance of Samsung’s role in supporting the Olympic Games and its commitment to delivering innovative experiences that enhance the connection between technology and global sports events. The ceremony highlighted the close relationship between Samsung, the IOC, and the city of Milan, setting the stage for a successful collaboration during the Winter Games.
Samsung’s Long-Standing Olympic Partnership
Samsung’s partnership with the Olympic Games dates back to 1997, when it first became a Worldwide Olympic Partner. Over the years, Samsung has played a key role in revolutionizing how the Olympics are experienced by athletes, broadcasters, and fans. From providing cutting-edge mobile devices and wearables to ensuring seamless connectivity and communication throughout the Games, Samsung has become an integral part of the Olympic ecosystem.
As the Games have evolved, so too has Samsung’s contribution, consistently raising the bar in terms of technological advancements. Its role in enhancing the fan experience, whether through mobile apps or immersive viewing technologies, has helped bridge the gap between athletes and their supporters around the world. The unveiling of Samsung House at Palazzo Serbelloni is yet another chapter in the brand’s ongoing commitment to the Olympics, bringing together technology, sports, and culture in a unique and meaningful way.
A Vision for the Future
Samsung House at the Milano Cortina 2026 Olympics serves not only as a physical space for celebration but as a symbol of the brand’s vision for the future. By integrating its latest technological innovations with the energy and excitement of the Olympic Games, Samsung is setting the stage for the next generation of sports and entertainment experiences. As the Winter Games approach, Samsung House is poised to become a must-visit destination for those seeking to explore the intersection of cutting-edge technology and world-class sports.
With the Olympics just around the corner, Samsung’s commitment to enhancing the Games experience is clearer than ever. The company’s ongoing partnership with the IOC demonstrates its dedication to providing the tools and technologies that empower athletes, connect fans, and bring people closer to the action. Samsung House is a testament to that commitment, offering a glimpse into how technology will continue to shape the future of global sporting events.
