Samsung House Opens Doors at Milan's Palazzo Serbelloni

Samsung Electronics has established its first 'Samsung House' at Milan's historic Palazzo Serbelloni. This opening occurred on Wednesday night, as the company, a long-standing Olympic sponsor, seeks to enhance its visibility during the Milano Cortina Winter Games. The technology firm also plans to reintroduce its 'victory selfies' program. This initiative, first seen at the Paris Games, involves athlete-led product placement. Furthermore, Samsung will provide every Olympian and Paralympian with a Galaxy Z Flip7 Olympic Edition smartphone, totaling about 3,800 devices. Executive Vice President Stephanie Choi described 'Samsung House' as a space dedicated to connection, shaped around athletes and open to the entire Olympic community. She added that it is a venue for sharing stories, exchanging ideas, and experiencing Olympic values. The International Olympic Committee's chief marketing officer noted the enthusiastic response from athletes as the phones began distribution. Samsung's involvement with the Olympics started as a local sponsor in 1988 and evolved into a worldwide partnership in 1998, with their sponsorship currently extending through the 2028 Los Angeles Olympics.