• Samsung’s “Open Always Wins” Campaign Comes to Life in Milan on February 2, 2026 AUDIO Play Download Share open Print Samsung invites fans to experience the Olympic spirit in everyday lives through bold out-of-home visuals across iconic Milan landmarks Samsung Electronics, a Worldwide Olympic and Paralympic Partner, is bringing the spirit of the Olympic and Paralympic Winter Games Milano Cortina 2026 into everyday life through a city-wide out-of-home advertising in Milan. • As part of Samsung’s global “Open always wins” campaign,1the 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. • FeaturingTeam Samsung Galaxyathlete 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. • 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.

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  • Samsung’s “Open Always Wins” Campaign Comes to Life in Milan on February 2, 2026 Samsung invites fans to experience the Olympic spirit in everyday lives through bold out-of-home visuals across iconic Milan landmarks Samsung Electronics, a Worldwide Olympic and Paralympic Partner, is bringing the spirit of the Olympic and Paralympic Winter Games Milano Cortina 2026 into everyday life through a city-wide out-of-home advertising in Milan. As part of Samsung’s global “Open always wins” campaign,1 the takeover transforms streets, squares and transit hubs into a living canvas - placing the energy an

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