Samsung’s “Open Always Wins” Campaign Comes to Life in Milan

Samsung invites fans to experience the Olympic spirit through bold out-of-home visuals across iconic Milan landmarks

Samsung Electronics Co., Ltd., a Worldwide Olympic and Paralympic Partner, is bringing the spirit of the Olympic and Paralympic Winter Games Milano Cortina 2026 through a city-wide out-of-home activation in Milan.

Samsung out-of-home advertising at Duomo

As part of Samsung’s global “Open Always Wins” campaign[1], the takeover transforms streets, squares and transit hubs into a living canvas — placing the energy and anticipation of the upcoming Olympic and Paralympic Winter Games directly into the rhythm of city life.

Featuring Team Samsung Galaxy athlete ambassadors, the visuals celebrate drive, resilience and openness at the heart of the Olympic and Paralympic Winter Games. The series highlights Italian athletes Jacopo Luchini (Para Snowboard), Flora Tabanelli and Miro Tabanelli (Freestyle Skiing), and Ian Matteoli (Snowboard), enjoying their precious moments on their Olympic journey with ‘Victory Selfies’ captured on the Galaxy Z Flip7.

Samsung out-of-home advertising at San Babila

Running across nine key locations including Duomo di Milano, Pirelli 39, San Babila and Corso Como, the out-of-home advertising brings the excitement of winter sports beyond competition venues and into the heart of the host city. The advertising campaign runs from February 1 to February 28, with select locations including San Babila – Durini running until March 15 and Duomo di Milano running until March 31.

As Milano Cortina 2026 approaches, Samsung continues to pair its “Open always wins” message with local expression — opening up moments that matter and bringing people closer to the excitement of the Olympic and Paralympic Games.

Samsung out-of-home advertising at Porta Venezia

Locations for the out-of-home advertising:

• 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

[1] First introduced at Paris 2024, the theme returns to the Olympic and Paralympic Winter Games as a reflection of Samsung’s belief that, with an open mind, anything is possible.