Samsung out-of-home advertising at Duomo

As part of Samsung’s global “Open always wins” campaign 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 Galaxy¹ athlete ambassadors, the visuals celebrate the 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 ‘Selfies’ captured on the Galaxy Z Flip7.

Samsung out-of-home advertising at San Babila

Running across ten 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 until March 15 and Duomo di Milano 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 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. ︎

Hassan has been chasing challenges her whole life. At the Olympic Games Tokyo 2020, she fell during the women’s 1,500-meter race and yet went on to qualify for the semi-finals. She was almost hit by a motorbike while grabbing water at the 2023 London Marathon but went on to win gold at her first competitive marathon ever. The Olympic Games Paris 2024 was no exception. Hassan set the extremely ambitious goal of competing in three consecutive long-distance races over the span of one week.

▲ Sifan Hassan of Team Netherlands competes in the women’s marathon. (Photo by Michael Steele / Getty Images)

Samsung Newsroom caught up with Hassan shortly after her epic performance in Paris to learn more about her Olympic experience and find out what drives her.

▲ Sifan Hassan

Q. Competing in three long-distance events at the Olympic Games Paris 2024 was an ambitious choice — but ambition seems to be your trademark. What motivates you to take on these seemingly impossible challenges?

I’m a curious person, and I get bored with routines. Training for something I had already done in Tokyo felt repetitive. I wanted to try something new that no one else or only a few others had done before. It seemed hard, but I wanted to see just how hard it was. That’s what motivated me!

Q. How did you start preparing to compete in all three events? Did you develop a unique strategy to tackle each one?

I always try to be a complete athlete and train for different distances. The marathon was probably the most important event to me at the Olympic Games, so I focused a lot on it. But I gave the other distances the same dedication to be ready for anything.

Q. How did technology support your journey to the Olympic Games Paris 2024? Were there any specific tools or devices that made a difference in your training or performance?

I am often away from my family and friends for altitude training and races, so being able to video call them when I want using my Galaxy S24 Ultra is crucial. I also own a Galaxy wearable device connected my smartphone which is so lightweight that I forget I have it on when running. The device shares insights to help me know and listen to my body better — especially when it comes to sleep, an essential part of my training.

Q. You took the lead in the final sprint and set a new Olympic Games record. How did you feel?

To be honest, it felt like a firework went off in my head. I stayed focused all the way to the finish line, even up to the last 10 meters, because I was afraid of falling. In a marathon, you never know what can happen. It was just pure happiness when I crossed the finish line.

Q. You competed in the marathon just 35 hours after winning the bronze medal in the 10,000–meter race. How did you manage to rest and recover in such a short amount of time?

I knew sleep and nutrition were going to be key from the start — not just in between the 10,000-meter race and the marathon but throughout the entire Olympic Games. I tried to stay away from any distractions and got as much sleep as possible!

▲ (From left) Silver medalist Beatrice Chebet of Team Kenya, gold medalist Faith Kipyegon of Team Kenya and bronze medalist Sifan Hassan of Team Netherlands pose for a Victory Selfie after the women’s 5,000-meter final. (Photo by Andy Astfalck / BSR Agency / Getty Images)

Q. It was the first time the women’s marathon medal ceremony was held at the closing ceremony. How did that feel?

To think that millions of people were watching felt very special. It was nice to have my fellow Dutch athletes right next to me on the course, cheering me on.

Q. In the Voices of Galaxy video, you mentioned the importance of maintaining a strong mindset as an Olympic athlete. What are some ways you stay focused and positive?

I always try to be grateful for everything I’ve accomplished. Before the Olympic Games, I was already thankful just to have qualified for different events and to be able to compete. You can’t take everything for granted and simply move on from achievements you’ve worked hard for. It’s important to recognize how far you’ve come and appreciate the progress.

▲ Sifan Hassan of Team Netherlands celebrates after winning the women’s marathon. (Photo by Cameron Spencer / Getty Images)

Q. You completed the marathon at the Olympic Games Paris 2024 in 2 hours, 22 minutes and 55 seconds. While this is an incredibly fast time, running for that long still requires immense mental endurance. What went through your mind during the run?

Racing is the most exciting part! I just focused on staying with the lead pack for as long as possible.

Q. Do you have a message for your fellow Team Samsung Galaxy members who are competing at the Paralympic Games Paris 2024?

I am so inspired by the athletes. They know better than anyone else that the human mind is unbelievably powerful. I wish them the best!

Q. What challenge are you taking on next?

It’s a tough question to answer. The Olympic Games are obviously the highest point in our sport, so this was the big goal. I plan to take some time to appreciate everything I’ve done to get here and carefully think of next steps as I return to training!

Q. What’s your message to the next generation who looks up to you and is inspired by your achievements and drive?

Sports are so important. They make you healthier, help you live longer and encourage you to set goals in all areas of your life. Please exercise and try to inspire the people around you to do the same!

Samsung organized this event — high above the City of Light and steps away from the Olympic rendezvous @ Samsung | Champs-Élysées 125 — to empower athletes, influencers and guests to create lifelong memories with Galaxy. This occasion was the culmination of the #TeamGalaxy Connect program which brought together #TeamGalaxy members from around the world to interact with each other and develop content at Olympic Games Paris 2024 with Galaxy. With surprise musical performances by #TeamGalaxy’s Harry Hudson and Jaden Smith, the celebration gave attendees a special chance to experience, share and capture the magic of the Olympic Games Paris 2024.

Samsung Newsroom compiled the best moments from the Open to All Party below — reflecting on the road traveled to Paris 2024 and looking to what lies ahead.

Among the attendees were Team Samsung Galaxy athletes Alejandra Orozco Loza (Diving, Mexico) and Sarah Bee (Breaking, France); #TeamGalaxy influencers including Greysia Polii, a former badminton player and gold medalist; CrosOne from Pro Breaking Tour (PBT), who partnered with Samsung on the Breaking episode of the “Breaking Boundaries” docu-series.

Alejandra Orozco Loza, who just competed in her last Olympic Game and recently announced her retirement from professional diving, found the event to be particularly meaningful. “I’m so happy I got a chance to represent Mexico and Latin America as part of Team Samsung Galaxy,” she said. “I’m so grateful to everyone who supported me throughout my career.”

For #TeamGalaxy influencers, the celebration was an important stepping stone in fostering solidarity.

“Nothing builds a sense of community more than these events, because we can all get to know each other while coming from different backgrounds,” said health and fitness influencer Mayane Sarwat (@maya_sarwat, Egypt).

“We need these types of events to connect with each other, so we can build international relationships, exchange ideas and learn from one another,” said photography influencer Max Muench (@muenchmax, Germany). “The creativity in all of us … it gives us a sense of unity, of creating together as a team.”

For CrosOne, this event was a chance to celebrate Breaking’s Olympic Games debut. “I’ve never been to the Olympic Games,” he said. “This Olympics — this is such a cool experience. Breaking will be crazy. I just know it will be super emotional seeing the b-boys and b-girls on stage. We’ve worked so hard to get the sport to this platform. I can’t wait to soak it all in and cry my eyes out.”

▲ #TeamGalaxy’s Jaden Smith electrifies the stage at the Open to All Party.

▲ (From left) #TeamGalaxy influencers Max Muench, Anna Křepelová and Pelin Yar pose for a selfie.

▲ Team Samsung Galaxy member Alejandra Orozco Loza (Diving, Mexico) takes a selfie.

▲ #TeamGalaxy influencer Pelin Yar shares pictures from the Open to All Party.

▲ #TeamGalaxy’s Jaden Smith performs at the Open to All Party.

▲ #TeamGalaxy’s Harry Hudson performs at the Open to All Party.

▲ DJ D’artiste hypes up the crowd at the Open to All Party.

▲ (From left) Team Samsung Galaxy member Sarah Bee (Breaking, France) and #TeamGalaxy influencers Léo Bordessoule and Gabriel Rippe take a selfie.

▲ (From left) DJ D’artiste and #TeamGalaxy’s Harry Hudson snap a selfie.

▲ (From left) Lu Espinosa (bboysweetlu) and Chris Wright (CrosOne) from Pro Breaking Tour take a picture.

▲ #TeamGalaxy influencer Mayane Sarwat describes epic memories from the Open to All Party.

▲ Team Samsung Galaxy members Alejandra Orozco Loza (Diving, Mexico) and Sarah Bee (Breaking, France) and #TeamGalaxy influencers Gabriel Rippe, Léa Pastore, Etienne Ca and Anne-Laure Saux pose for a selfie.

Sifan’s courage, perseverance and passion have allowed her to achieve a remarkable series of unprecedented feats. At Tokyo 2020, she became the first and only athlete in Olympic history to win medals across the 1,500, 5,000 and 10,000-meter competitions at a single Games — claiming gold in the latter two events.

Throughout her career, Sifan has stayed open to participating in different running events and learning new ways to keep competing at the highest level. The Olympic champion is now setting her sights on making more history at Paris 2024, aiming to inspire hopefuls around the world to run toward their dreams. After all, Sifan knows that anything is possible when challenges are chased with an open mind and determination.

Sunny’s openness to change helped make her dream a reality. As risky as it may have been, she followed her passion, opened herself to new possibilities and didn’t let anything stand in her way. Breaking is a sport built on self-expression, creativity and community. And it defies limits and expectations, just like Sunny.

On the Road to Paris 2024, as she gets set to represent Team USA at the first-ever Olympic breaking competition in Paris, Sunny is staying open to every possibility, bringing joy to the sport and her journey, and working to inspire others to break limits for themselves.

With less than 100 days to go until Paris 2024, Samsung Electronics, a Worldwide Olympic and Paralympic Partner, officially kicked-off its ‘Open always wins’ campaign — which celebrates the brand’s shared values of openness with the upcoming Olympic and Paralympic Games — and announced the grand opening of its Olympic rendezvous @ Samsung | Champs-Elysees 125 showcase.

As announced in January, Samsung’s ‘Open always wins’ message articulates the brand’s belief that openness enables new perspectives and infinite possibilities and will serve as the heart of its Paris 2024 programming. The new campaign, which debuted today, brings ‘Open always wins’ to life through the stories of Team Samsung Galaxy skateboarder Aurélien Giraud (France), Para sprinter Johannes Floors (Germany) and breakdancer Sarah Bee (France) and demonstrates how being open enables you to do extraordinary things.

“As a Worldwide Olympic and Paralympic Partner, Samsung has been driving innovation and delivering cutting-edge technology and experiences at the Games for nearly 40 years,” said TM Roh, President and Head of Mobile eXperience Business at Samsung Electronics. “The way we enjoy the Games has evolved dramatically over time, with technology playing a critical role in bringing the Olympic spirit to life. This is even more true as we embark on a ‘Games wide open,’ and we are excited to bring Olympic fans and athletes closer than ever by opening up new experiences and meaningful connections at Paris 2024 with our ‘Open always wins’ campaign.”

Samsung also unveiled a brand new showcase, Olympic rendezvous @ Samsung | Champs-Elysees 125, which will take Olympic and Paralympic Games fans on an epic journey to Paris 2024 through iconic experiences. They will get to relive the biggest highlights of Games past with Galaxy, and explore Samsung’s latest innovations and create lifelong memories with Galaxy AI.

In creating this showcase, Samsung collaborated with the visionary Pritzker Prize-winning architect Jean Nouvel whose groundbreaking work mirrors the remarkable spirit of Olympic and Paralympic athletes, constantly pushing boundaries and redefining possibilities. Inspired by Parisian Salons from the Age of Enlightenment, the space is designed to celebrate openness to new perspectives and possibilities through reflections and optical illusions that evoke feelings of openness, harmony and connection.

“The entire space is designed to celebrate Samsung’s commitment to openness,” said Jean Nouvel. “The abstract graphic façade captures the reflections of movements and lights that appear and disappear in an instant, while the matte, reflective white mirrors in the lobby invite discovery of latest innovations.”

The Olympic rendezvous @ Samsung | Champs-Elysees 125 was inaugurated with a ribbon cutting ceremony attended by TM Roh, Team Samsung Galaxy ambassadors including French surfer Joanne Defay, UK breakdancer Karam Singh and French Para-swimmer Ugo Didier; Anne-Sophie Voumard, Television and Marketing Services Managing Director for the IOC, Pierre Rabadan, Deputy Mayor in charge of Sport, Olympic and Paralympic Games for the City of Paris and Étienne Thobois, Director General of the Paris Organizing Committee for the 2024 Olympic and Paralympic Games.

“We’re excited to see our shared values celebrated for these ‘Games wide open’ at this Olympic rendezvous @ Samsung,” said Anne-Sophie Voumard, Managing Director, IOC Television and Marketing Services. “Samsung has played a huge part in elevating the Olympic Games’ fan experience through their innovative technology over the decades, and we’re impressed to see them take it to the next level with this showcase as well as through many ways they will support staging of the upcoming Olympic and Paralympic Games here in Paris.”

The Olympic rendezvous @ Samsung, located at 125 Avenue des Champs-Élysées, will open its doors to the public on May 3 and run until October 31, from 10:00am-20:00pm Monday-Saturday and 11:00am-20:00pm on Sundays. It will host a series of special events over the course of the summer and will be open to anyone who wants to immerse themselves in the Olympic and Paralympic Games Paris 2024.

In addition to the showcase located at Champs-Élysées, Samsung will open up additional Olympic rendezvous @ Samsung spaces around the city of lights and its surroundings, including the Olympic Park, the Olympic & Paralympic Village and the Main Press Centre, as well as Samsung Galaxy Charging Stations at key Olympic and Paralympic Games venues, where visitors will get to experience the latest Galaxy innovations.

Check out Samsung’s “Open always wins” campaign on Samsung’s YouTube channel:

About Samsung’s Involvement in the Olympic Games
Samsung has been a Worldwide Olympic Partner since the Olympic Winter Games Nagano 1998. For over 25 years, athletes and fans have trusted Samsung’s transformative mobile technology to share the Olympic spirit globally and continue to shape the digital future of the Olympic Games for Paris 2024 and beyond. The company’s commitment to the Olympic Movement soon faces its fourth decade of partnership and extends through Los Angeles 2028. Samsung’s purposeful innovations in the wireless communications and computing equipment category, including equipment that features artificial intelligence, virtual reality, augmented reality and 5G will change the way the world experiences the Olympic Games.

About Samsung’s Involvement in the Paralympic Games
Samsung is a Worldwide Partner of the International Paralympic Committee (IPC) in the wireless communications and computing equipment category. Starting from Paralympic Winter Games Torino 2006, the company has proudly supported the Paralympic Movement and enabled athletes and fans around the world to share the excitement and inspiration of the Games through Samsung’s transformative mobile technology. Samsung’s commitment to the Paralympic Games will extend through to Los Angeles 2028 and be celebrated through innovative mobile and computing experiences powered by purposeful innovations in the wireless communications and computing equipment category, including equipment that features artificial intelligence, virtual reality, augmented reality and 5G.