The guest list featured more than 130 attendees, including a world-renowned freestyle skier Alex Hall, Italy’s snowboarding sensation Ian Matteoli, a Swiss snowboarder and content creator Nicolas Huber and an Italian lifestyle influencer Ludovica Frasca.

Inspired by the Korean expression “Hwaiting” — a phrase used to cheer someone on and wish them strength — the event created a space where sport, culture and Samsung Galaxy technology came together in support of the Olympic movement.

At the event, attendees participated in a range of interactive programs, including guided tours around Samsung House, listening to the heartfelt stories of fellow athletes sharing their road to the Olympics. The program also featured TeamGalaxy content captured throughout the athletes’ Olympic Games experience, before wrapping up with attendees watching live games on the big screen to cheer for their home-country teams.

Through the Hwaiting Night event, Samsung brought together athletes, influencers and creators at the heart of Milano Cortina 2026. The evening was more than a celebration. It embodied Samsung’s belief that openness creates connection, fostering shared experiences that connect people across cultures and languages — demonstrating that “Open always wins.”

Samsung Electronics announced the opening of its first Samsung House in Latin America. Built in an historic mansion in Buenos Aires, Samsung House is a two-story, 400-square meter, space for experiences and specialized services for consumers.

Inspired by the iconic Samsung 837 located in New York, the facade preserves the original architecture from the early 20^th Century and combines that with a modern, open interior. On the ground floor, visitors can try out the latest of the brand’s products and consult with experts on how to best use Samsung’s technologies. The second floor is set up as the intelligent home of the future, to allow visitors to experience the benefits of the Internet of Things (IoT). This area presents Samsung’s intelligent devices, as well as prototypes of future products.

“Samsung House is a sign of our commitment to our consumers in Latin America. It brings us and our brand even closer to the Latin American society,” said Mario Laffitte, Corporate Marketing vice-president of Samsung Latin America. “It enables us to welcome our clients and visitors at our home, where we not only showcase the latest in technology, but also offer unique experiences.”

Samsung House Experiences

Samsung House offers various activities and events, in addition to its exhibitions. Events include smartphone photography classes given by renowned photographers, lectures on trends in fashion with prominent designers, and cooking classes. Visitors can also participate in Galaxy School to learn how to get the most out of their devices. The full agenda of public events are available at https://www.samsung.com/ar/microsite/samsunghouse/.

Personalized Services

Galaxy users can receive personal attention free of charge from a consultant for access to Smart Service, device diagnosis and optimization, data transfer, customized configuration and software updates. Clients can also access 24-hour repair services at Samsung House. Samsung House is opened to the general public Mondays through Saturdays, from 11a.m. to 8 p.m. On Sundays and holidays, it opens from 2 p.m. to 8 p.m.*

About Samsung House in Argentina

Located in the traditional neighborhood of Palermo Soho, in the Autonomous City of Buenos Aires (1644 Armenia), Samsung House is a land of experiences in that country, dedicated to users, technology and innovation lovers. Samsung House displays the most complete portfolio of the company’s products, from mobile devices to appliances, which are connected in order to provide the Samsung SmartThings experience.

* Samsung House operating hours and range of available services are subject to change without prior notice.