- Olympic spirit
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When tech meets the sports
The goal of the Samsung Milano Cortina 2026 Sport Village project was to create an experiential space connecting sport, innovation, and connectivity in the spirit of the upcoming Milano Cortina 2026 Winter Olympic Games.The primary intent was to bring the Samsung brand closer to the public as a technology leader that connects people through the latest mobile technologies and Galaxy AI. The concept, built around the launch of the new edition of the Galaxy S25 smartphone series, underscored the brand's key values — interactivity, the fusion of digital and physical worlds, and the ability to share experiences in real time. Visitors could explore the technologies in an authentic sporting environment, making the presentation not only visually compelling but also practically accessible and memorable.The originality of the concept lay in combining sports disciplines — curling and hockey — with technological elements and interactive installations within a modern architectural structure placed directly on Piazza Duomo in Milan. The technical execution included 2D projections, interactive displays, and spatial elements that naturally bridged reality with the digital environment.The pavilion's open structure allowed for seamless visitor flow and visual connection with the surrounding historic city centre. The overall design drew from Samsung's brand aesthetic — minimalist, technologically sophisticated, yet approachable.Cheil Czech and our Shoptec team covered an entire production journey, ensuring seamless coordination and accurate execution - from planning through manufacturing to installation and maintenance.The result is a cohesive, high-impact experience that unites aesthetics, functionality, and innovation, while reinforcing the brand's perception as an official Olympic partner and a leader in intelligent technology.