It's hard to ignore Samsung's presence at any Olympics as the company has been a leading sponsor of the event for many years now. The company is supporting the Milano Cortina 2026 Winter Olympic Games in many ways, including through its Samsung House hub.

Samsung House is located inside the historic Palazzo Serbelloni. It was set up to foster activity and connection during the games, and it has quickly become a key gathering point for athletes, partners, and guests.

Samsung House opened its doors on February 4, 2026. Access is limited to athletes and select guests as Samsung House isn't open to the public. It has become a hub of activity for off-field interactions where athletes come to celebrate their achievements in the games, explore the Samsung Heritage Showcase, and more.

Athletes who have stopped by include Norwegian speed skater Sander Eitrem who set a new Olympic record in the men's 5,000-meter Speed Skating event alongside teammate Aurora Løvås. The women's ice hockey athletes from Finland, Canada, Japan, Germany, and the United States came by earlier this week as well.

Samsung is also highlighting its continued patronage of the event through the Olympic Edition Gallery set up in the ornate interiors of the Palazzo. Various spaces have been set up within the Samsung House to foster meaningful connections, sharing of stories, and the celebration of victories.