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TCL Edelweiss Land is inaugurated at Milan Central Station, a showcase of innovation in the heart of the city
/PRNewswire/ — TCL, one of the world’s leading technology companies and a global Olympic and Paralympic partner, has just celebrated the opening of the Milano Cortina 2026 Winter Olympics with the launch of its “It’s Your Greatness” campaign and the inauguration of its creative showcase, TCL Edelweiss Land, in Piazza Duca d’Aosta, in front of Milan Central Station. Distinguished guests attended the inauguration on February 5, including Kirsty Coventry, President of the International Olympic Committee, Kevin Wang, CEO of TCL Technology, and Mr. Yan, CTO of TCL Technology and CTO of TCL CSOT.
TCL displays at the IBC help media bring Milano Cortina 2026 to global audiences
TCL products are featured in a space at the Milano Olympic Village
Kevin Wang, CEO, TCL Technology and Kirsty Coventry, President of the International Olympic Committee celebrate the opening of TCL Edelweiss Land
TCL Edelweiss Land showcases cutting-edge innovation
The initiative comes at a time when technology partners are becoming increasingly important to global sporting events, with brands taking a more central role in the infrastructure that underpins how the Olympics are organized and experienced.
TCL strongly believes in the power of sport to inspire and unite people across cultures and generations. As the world unites to host the Winter Olympics, TCL’s “It’s Your Greatness” campaign encourages everyone to find their own greatness, in line with the event’s official theme “IT’s your vibe.” Throughout the event, TCL technology will transform the way fans enjoy the event, provide comfort and connection for athletes to perform at their best, and inspire viewers and communities around the world to inspire greatness.
TCL will help millions of fans enjoy the Winter Olympics on-site and around the world by providing televisions, digital signage and technical support to Olympic Broadcast Services (OBS) so that media at the International Broadcast Center can bring Milano Cortina 2026 to viewers around the world. TCL’s “screen universe” and other innovations such as AI-powered air conditioners will also be showcased in a TCL space at the Milan Olympic Village, showing how technology is giving fans more choices than ever to enjoy the Winter Olympics.
TCL also helps ensure that athletes competing in the Winter Olympics are ready for action. As athletes settle in, TCL’s next-generation home appliances, such as smart washers and dryers, help them enjoy a new level of comfort in the Olympic Villages of Anterselva and Livigno, while TCL TVs help them relax. TCL is also supporting “Athlete Moment,” providing the display technology that will connect athletes with their loved ones for moments of celebration immediately after each event.
The idea behind “It’s Your Greatness” reflects TCL’s commitment to excellence, perfectly aligned with the Olympic values. Years of practice and months of intensive training by hundreds of athletes will culminate in the Olympic trials over the next two weeks, where exceptional passion and dedication will inspire the world. These include Olympic freestyle ski champion Eileen Gu, rising ice hockey star Jack Hughes and slalom racer Alex Vinatzer, supported by TCL as part of the TCL team of 15 athletes from eight countries competing in the Winter Olympics and Winter Paralympics.
At the inauguration of TCL Edelweiss Land, Kevin Wang, CEO of TCL Technology, said: “TCL’s latest innovations play a key role in the Winter Olympics. Today is an important milestone in TCL’s first year as a Global Olympic Partner, a collaboration born from shared values of innovation and excellence. TCL has always believed in the power of sport to bring people together across cultures and generations, and this is just the beginning.”
TCL Edelweiss Land presents cutting-edge innovations
TCL Edelweiss Land extends the celebration of greatness, from February 5 to 22, in Piazza Duca d’Aosta, in front of Milan Central Station. Over more than 500 square meters, visitors will be able to discover TCL’s latest innovations, share photo moments and inspire themselves, their friends and their community to create the extraordinary. Designed using eco-friendly principles and driven by creativity, the showcase reflects TCL’s commitment to sustainability and innovation.
Speaking on the occasion, Kirsty Coventry, President of the International Olympic Committee, said: “When I think of TCL as a TOP partner, what I remember most is its global dimension. Such reach helps spread the magic of the Winter Olympics to communities around the world. TCL is also a technology leader, but it’s not just about technology. TCL shares our values - inspiring greatness, connecting people and bringing every person closer to the Olympic Games. I am very excited about the future of our partnership and TCL will play a leading role in how the world experiences the Olympic Games. »
TCL Edelweiss Land is open daily from 10 a.m. to 10 p.m., with distinct areas showcasing TCL’s latest products, including the latest display technology developed by TCL CSOT. Visitors can also discover smart home appliances and TCL RayNeo AR glasses featuring the latest augmented reality technologies.
To further amplify the energy and excitement surrounding the Winter Olympics, TCL also collaborated with the Olympic Museum to create an exceptional mural in the heart of Milan at Corso di Porta Romana 111. The project was designed by Zeina Rashid, a painter and Olympic athlete who represented Jordan in table tennis in Athens in 2004 and Beijing in 2008, and who was selected for the project as part of the Artists’ Program Olympians from the Olympic Museum. The inspiration came from her childhood memories of watching the Winter Olympics on television, which led her to dream of the Olympics. His vision was then brought to life by mural artist Bublegum. The result is a living tribute to the cultural legacy of the Olympic Games, celebrating how countless children around the world are discovering the Olympic spirit through a screen that provides a window to their future ambitions.
About TCL
Founded in 1981, TCL, an acronym for “The Creative Life,” embodies creativity in all aspects of life. As a leading technology company, TCL is dedicated to providing innovative solutions – including televisions, audio products, smart home devices, display technologies and clean energy – that enhance customer experiences through TCL Industries and TCL Technology.
Today, with 47 R&D centers and 39 production sites worldwide, TCL is present in more than 160 countries and regions, consolidating its position as a globally competitive smart technology brand. To continue inspiring excellence, TCL has become an official global partner of the Olympic and Paralympic Games in the Audiovisual Equipment and Home Appliances category.
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