Samsung opens first 'Samsung House' in Milan ahead of Winter Games 2026

VIDEO SHOWS: SAMSUNG EXECUTIVES AND INTERNATIONAL OLYMPIC COMMITTEE (IOC) OFFICIAL CUTTING RIBBON AT SAMSUNG HOUSE / SAMSUNG GALAXY Z FLIP7 OLYMPIC EDITION ON DISPLAY / SOUNDBITES FROM SAMSUNG EXECUTIVES AND IOC OFFICIAL SHOWS: MILAN, ITALY (FEBRUARY 4, 2026) (REUTERS – Access all) 1. VARIOUS OF SAMSUNG EXECUTIVES AND INTERNATIONAL OLYMPIC COMMITTEE OFFICIAL CUTTING RIBBON AT SAMSUNG HOUSE  2. CHIEF MARKETING OFFICER OF SAMSUNG EUROPE, BENJAMIN BRAUN, SHOWING GALAXY Z FLIP7 OLYMPIC EDITION ON STAGE 3. (SOUNDBITE) (English) CHIEF MARKETING OFFICER OF SAMSUNG EUROPE, BENJAMIN BRAUN, SAYING: "This year we're introducing something new into the Winter Olympics because we want our athletes and we want fans, we want you, media, to be as connected as possible. And it is the Samsung Victory Selfie. So what you will see, which is really unique, and gives you a perspective that is really cool, is the Victory Selfie when you see the athletes and Paralympians go up on stage, on the podium, to receive their medals." 4. VARIOUS OF GALAXY Z FLIP7 OLYMPIC EDITION PHONES FOR MILANO CORTINA 2026 ON DISPLAY 5. (SOUNDBITE) (English) CHIEF MARKETING OFFICER OF INTERNATIONAL OLYMPIC COMMITTEE, ANNE-SOPHIE VOUMARD, SAYING: "I was at the Olympic Village, I think, two days ago, and the distribution of those phones was already starting, and I could see really sparks in the eyes of the athletes as they were picking up their phones. I was actually there with the IOC president, who actually did the experience herself, and she did the whole process of accreditation, getting the phone, and you could see the excitement, the real excitement in the eyes of the athletes. So thank you, Samsung, for that.” 6. VOUMARD HANDING OLYMPIC BIB TO SAMSUNG EXECUTIVE 7. (SOUNDBITE) (English) EXECUTIVE VICE PRESIDENT OF SAMSUNG ELECTRONICS, STEPHANIE CHOI, SAYING: "At Samsung, we believe this is the true purpose of technology: to overcome barriers, close distances, and turn global moments like the Olympic Games into an experience we all share together.” 8. SAMSUNG PHONES ON DISPLAY 9. FIRST VERSION OF SAMSUNG PHONE BEING USED AT NAGANO 1998 WINTER GAMES FOR ATHLETES TO CALL FAMILY AND FRIENDS 10. FIRST VERSION OF SAMSUNG PHONE BEING GIFTED TO ATHLETES AT SOCHI 2014 WINTER GAMES 11. SAMSUNG PHONE BEING USED IN PARIS 2024  12. VARIOUS OF VISITORS LOOKING AT PHONES 13. (SOUNDBITE) (English) EXECUTIVE VICE PRESIDENT OF SAMSUNG ELECTRONICS, STEPHANIE CHOI, SAYING: "Samsung House is a place dedicated to connection, shaped around the athletes and open to all those in the Olympic community. For us to share stories, exchange ideas, and experience the values that define the Olympic Games: excellence, respect, and human achievement.” 14. VARIOUS OF DIGITAL SCREENS SHOWING SAMSUNG SPONSORED ATHLETE PROFILES 15. SAMSUNG'S GALAXY Z FLIP7 OLYMPIC EDITION BEING OPENED 16. VARIOUS OF GALAXY Z FLIP7 OLYMPIC EDITION 17. VARIOUS OF STAFF HOLDING GALAXY Z FLIP7 OLYMPIC EDITION AND TAKING SELFIE 18. VARIOUS OF PERFORMANCE AT SAMSUNG HOUSE STORY:     Samsung Electronics opened its first "Samsung House" at Milan's historic Palazzo Serbelloni on Wednesday (February 4) night, as the longtime Olympic sponsor seeks to raise its profile at the Milano Cortina Winter Games.     The South Korean tech giant said it will revive its "victory selfies" program – a form of athlete-led product placement that gained visibility at the Paris Games – and will give every Olympian and Paralympian a Galaxy Z Flip7 Olympic Edition smartphone, about 3,800 in total.      "Samsung House is a place dedicated to connection, shaped around the athletes and open to all those in the Olympic community," executive vice president Stephanie Choi said at a lavish ribbon-cutting event that featured a South Korean dance troupe and an Italian opera singer.      "It's here for us to share stories, exchange ideas, and experience the values that define the Olympic Games: excellence, respect, and human achievement."     Anne-Sophie Voumard, chief marketing officer of the International Olympic Committee, said athletes had responded enthusiastically as the devices began to be handed out.      "I was at the Olympic Village two days ago, and the distribution of those phones was already starting, and I could see sparks in the eyes of the athletes as they were picking up their phones," she said.     "So thank you, Samsung, for that."     Samsung began as a local sponsor of the Seoul Olympics in 1988 and became a worldwide partner in 1998. Its sponsorship runs through to the 2028 Los Angeles Olympics.     (Production: Irene Wang, Rory Carroll)

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