Located inside the historic Palazzo Serbelloni, Samsung House was designed around one central idea: connection. Throughout the Olympic Winter Games Milano Cortina 2026, the space has become a gathering point where athletes, partners, and guests come together to reflect, celebrate and share moments away from competition.
Since opening its doors on February 4, it has quickly become a place where some of the Olympic Winter Games’ most memorable off-field moments unfold.
Celebrating Athletes On and Off the Podium
Just one day after winning gold and setting a new Olympic record in the men’s 5,000-meter Speed Skating event, Norwegian speed skater Sander Eitrem visited Samsung House alongside teammate and partner Aurora Løvås to celebrate his milestone moment. Still wearing his medal, Eitrem explored the Samsung Heritage Showcase, participated in the immersive Victory Profile experience and took selfies using Galaxy Z Flip7 Olympic Edition —marking the achievement in a space designed for reflection and connection.
On February 11, Samsung House welcomed leading women’s ice hockey athletes from Canada, Finland, Japan, Germany, and the United States. Together, they celebrated the global camaraderie at the heart of their sport.
▲ Team USA Women’s Ice Hockey Captain, Hilary Knight, stops by Samsung House during Milano Cortina 2026.
▲ Team Germany’s Lilli and Luisa Welcke pose for a Victory Profile during their visit to Samsung House.
▲ Team Germany athletes, Ronja Savolainen (left), Michelle Karvinen (middle) and Susanna Tapani (right), enjoy an immersive experience at Samsung House during Milano Cortina 2026.
▲ Team USA ice hockey players, Britta Curl (left) and Megan Keller (right) connect while visiting Samsung House in Milan.
Earlier in the Olympic Winter Games, Team Samsung Galaxy athlete Zoe Atkin (Team GB) stopped by Samsung House before heading to Livigno to compete in the Women’s Freeski Halfpipe. The visit offered a brief pause before competition, giving Atkin a chance to connect, recharge and capture the moment before stepping onto the world stage.
Each visit reinforces the role of Samsung House as a shared space where personal stories intersect with global sport.
Moments Beyond Competition
Connection at Samsung House extends beyond athletes. K-pop artist and global superstar SUNGHOON of ENHYPEN, who previously participated in the Olympic Torch Relay, visited the space at the start of the Olympic Winter Games – bringing together fans, sport and culture in one setting.
Samsung House also welcomed International Olympic Committee (IOC) President Kirsty Coventry, who toured the space and met with participants during a special gathering that celebrated Samsung and the IOC’s shared values of excellence, friendship and respect.
▲ Won-Jin Lee (left), President and Head of Global Marketing Office at Samsung Electronics, and Kirsty Coventry (right), President of the IOC, come together during Samsung's Solve for Tomorrow event at Samsung House during Milano Cortina 2026.
Designed for Openness and Connection
From the grand courtyard — a powerful symbol of connection — to the spaces tucked throughout Samsung House, and the Olympic Edition Gallery that traces Samsung’s Olympic Games history, the venue invites guests to experience how technology brings athletes and fans closer together.
Inside Samsung House, under the expansive fresco ceiling, guests gather for conversations that bridge sport, culture and innovation. In quieter lounge areas, athletes find moments of calm away from competition. Across every room, the design reflects a simple belief: openness brings people closer.
As Milano Cortina 2026 continues, Samsung House remains a living expression of that idea – a place where victories are celebrated, stories are shared and meaningful connections are made.
