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TCL Edelweiss Land opens at Milan Central Station, showcasing innovation in the heart of the city
/PRNewswire/ — TCL, a global technology leader and global partner of the Olympic and Paralympic Games, celebrated the opening of the Milano Cortina 2026 Winter Olympic Games with the launch of its “It’s Your Greatness” campaign and the inauguration of its creative exhibition “TCL Edelweiss Land” in Piazza Duca d’Aosta in front of Milan Central Station. The opening on February 5th was attended by key guests including Kirsty Coventry, President of the International Olympic Committee, Kevin Wang, Managing Director of TCL Technology, and Dr.Yan, Technical Director of TCL Technology and Technical Director 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 and brands are playing an increasingly important role in the infrastructure behind the delivery and experience of the Olympic Games.
TCL believes that sport has the power to inspire and bring people together across cultures and generations. As the world prepares for the Winter Olympics together, TCL’s “It’s Your Greatness” campaign is designed to encourage people to discover their own greatness – in keeping with the event’s official theme, “IT’s your vibe.” TCL’s technology will transform the fan experience throughout the event, providing convenience and connectivity to help athletes perform at their best, and engaging audiences and communities around the world to inspire peak performance.
TCL will help millions of fans enjoy the Winter Olympics locally and around the world by providing Olympic Broadcasting Services (OBS) televisions, digital signage and technical support to enable media to present Cortina 2026 to a global audience at the International Broadcasting Center Milano. TCL’s “Screen Universe” and other innovations such as AI-enabled air conditioning will also be on display in a TCL space in Milan’s Olympic Village, showcasing how technology is giving fans more choices than ever to enjoy the Winter Olympics.
TCL also helps ensure that athletes participating in the Winter Olympics are optimally prepared. As they settle into the Olympic Villages of Anterselva and Livigno, TCL’s next-generation home appliances – including smart washers and dryers – will help them enjoy new levels of comfort. Thanks to TCL televisions, you can relax and unwind. TCL also supports the Athlete Moment by providing the display technology that connects athletes with their loved ones so they can celebrate together immediately after competition.
The idea behind “It’s Your Greatness” reflects TCL’s commitment to excellence, closely aligned with the Olympic values. Years of practice and months of intense training by hundreds of athletes will culminate in Olympic competition over the next two weeks, where outstanding passion and dedication will delight the world. These include Olympic gold medalist and freestyle skier Eileen Gu, rising ice hockey star Jack Hughes and slalom specialist Alex Vinatzer, who will be supported by TCL as part of Team TCL’s 15 athletes from 8 countries competing in the Winter Olympics and Paralympics.
Kevin Wang, Managing Director of TCL Technology, said at the opening of TCL Edelweiss Land: “TCL’s latest innovations play an important role in the Winter Olympics. Today marks a milestone in the first year of the partnership between TCL and the Olympic Committee – a collaboration born of 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 the latest innovations
With the TCL Edelweiss Land, the celebrations in honor of excellence are moving to the Piazza Duca d’Aosta in front of Milan Central Station from February 5th to 22nd. Across over 500 square meters, visitors can experience TCL’s latest innovations up close, capture unforgettable moments and inspire themselves, their friends and their community to create extraordinary things. The exhibition design was created using environmentally friendly principles and creativity, reflecting TCL’s commitment to sustainability and innovation.
Kirsty Coventry, President of the International Olympic Committee, said at the event: “When I think of TCL as a TOP partner, what strikes me is how global the company is. Its reach helps spread the magic of the Winter Olympics to communities everywhere. TCL is also a technology leader, but it’s not just about technology. TCL shares our values – inspiring excellence, bringing people together and bringing the Olympics closer to everyone. I’m very excited about the future of our partnership, and TCL will be a leading one play a role in how the world experiences the Olympics.”
TCL Edelweiss Land is open daily from 10 a.m. to 10 p.m. and features various areas with the latest TCL products, including the latest display technology developed by TCL CSOT. Visitors can also see smart home appliances and the TCL RayNeo AR glasses, showcasing the latest in augmented reality technology.
To further enhance the energy and excitement surrounding the Winter Olympics, TCL has also collaborated with the Olympic Museum to install a living mural in the heart of Milan at 111 Corso di Porta Romana. The design was developed by Zeina Rashid, a painter and Olympian who represented Jordan in table tennis in Athens 2004 and Beijing 2008 and was selected for the project as part of the Olympic Museum’s Olympic Artists Program. The inspiration came from her childhood memories of the Winter Olympics on television, which sparked her dreams of the Olympics. Her vision was then brought to life by the muralist 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 for the first time through a screen that opens a window into their future ambitions.
Information about TCL
Founded in 1981, TCL – short for “The Creative Life” – embodies creativity in every aspect of life. Leading technology company TCL is committed to providing innovative solutions including televisions, audio products, smart home devices, display technologies and clean energy that enhance the customer experience through TCL Industries and TCL Technology.
With 47 research and development centers and 39 manufacturing facilities worldwide, TCL is present in over 160 countries and regions, cementing its position as a globally competitive smart technology brand. To inspire further excellence, TCL is an official global partner of the Olympic Games and Paralympics in the home audiovisual and household appliance categories.
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