Samsung brings Olympic energy to Milan streets

As part of its global Open Always Wins campaign, Samsung has transformed key Milan locations into a dynamic out-of-home showcase ahead of the Olympic and Paralympic Winter Games. The campaign brings the energy and anticipation of the Games into everyday city life, turning streets, squares, and transit hubs into immersive displays.

The visuals feature Team Samsung Galaxy athlete ambassadors, highlighting drive, resilience, and openness. Italian athletes Jacopo Luchini (Para Snowboard), Flora Tabanelli and Miro Tabanelli (Freestyle Skiing), and Ian Matteoli (Snowboard) are shown enjoying moments of their Olympic journey, captured on the Galaxy Z Flip7.

Out-of-home activation across Milan

The campaign runs across ten prime locations, including Duomo di Milano, Pirelli 39, San Babila, and Corso Como. It aims to extend the excitement of winter sports beyond competition venues and into the rhythm of the host city. The main campaign runs until 28, with extended displays at San Babila – Durini until March 15 and Duomo di Milano until March 31.

Samsung continues to pair its Open Always Wins message with local expression, creating moments that connect audiences with the thrill and inspiration of Milano Cortina 2026.

Key out-of-home locations:

Duomo

Porta Venezia

Corso Como – Porta Garibaldi

Pirelli 39

Cadorna – Via Carducci – San Nicolao

Via San Paolo

Corso Venezia – Via Senato

San Babila

Largo La Foppa

Palazzo Odeon

www.samsung.com