With “Edelweiss Land” outside Milan Central Station, TCL is using Milano Cortina 2026 to highlight how screens, appliances, and broadcast infrastructure increasingly define how fans and athletes experience the Olympics.
TCL is marking the start of the Olympic Winter Games Milano Cortina 2026 with a public showcase in one of Milan’s busiest locations, launching “TCL Edelweiss Land” in front of Milan Central Station. The installation accompanies the company’s new “It’s Your Greatness” campaign and reflects TCL’s first year as a Worldwide Olympic and Paralympic Partner.
The move underscores how modern Olympic sponsorship has evolved beyond logos and advertising. Technology companies are now tied directly to the infrastructure that determines how global audiences watch the Games, how media organizations distribute coverage, and how athletes live during competition. TCL’s announcement places it squarely in that expanding role, where consumer electronics overlap with event delivery.
According to the company, TCL will supply TVs, digital signage, and technical support to Olympic Broadcasting Services at the International Broadcasting Centre, supporting the production environment that helps deliver coverage worldwide. TCL technology will also appear in the Milano Olympic Village, including display products and AI-enabled appliances positioned as part of the athletes’ living environment. The company also plans to support the “Athlete Moment,” using display technology intended to connect athletes with loved ones immediately after events.
Edelweiss Land itself runs from February 5 to February 22 and spans more than 500 square meters, featuring zones where visitors can interact with TCL’s latest display technology, smart home products, and RayNeo AR glasses. TCL describes the space as designed with sustainability principles, blending product demonstrations with a public-facing experience meant to feel less like a showroom and more like a temporary cultural site.
Beyond the installation, TCL is also partnering with the Olympic Museum on a mural in Milan, designed by Olympian artist Zeina Rashid and executed by mural artist Bublegum. The piece draws on Rashid’s childhood memories of watching the Winter Games on television, a reminder that screens are often the first entry point into Olympic ambition. In that sense, TCL’s Olympic strategy is less about a single event and more about a broader reality: for most of the world, the Games are not just experienced in arenas, but through the technology that frames them.
