Milan: Samsung Electronics Co. announced on Thursday the opening of a promotional pavilion in Milan, designed to highlight its technological innovations and history of Olympic involvement ahead of the 2026 Milan-Cortina Winter Olympics in Italy.

According to Yonhap News Agency, the pavilion, named "Samsung House," is located in the historic Serbelloni area of Milan. It offers visitors an immersive experience of the company's Olympic-related technology innovations, alongside live competition broadcasts and displays of athletes' gold medal selfies. Samsung Electronics emphasized that the venue features a large exterior screen showcasing the snowy mountains of Cortina, and provides a relaxing space for visitors and athletes, with dining services crafted by Michelin-starred Italian chef Enrico Bartolini.

The Samsung House officially opened on Wednesday and will remain operational throughout the Olympic Winter Games until February 22. It is set to reopen for the Paralympic Winter Games from March 6 to 15. Choi Seung-eun, an executive vice president of Samsung Electronics, expressed hopes that the pavilion would become a hub for Olympic athletes and communities to connect, share ideas, and experience the Olympics' values of connection.

The Milan-Cortina Winter Olympics is scheduled to begin on Friday for a 17-day duration. Samsung has maintained its status as a Worldwide Olympic Partner since 1998.