In the run-up to the Giochi Olimpici Invernali di Milano-Cortina 2026, scheduled from 6 to 22 February 2026, Milan is welcoming visitors with three official merchandising stores set in the city’s most iconic locations, where the branded gazebo Qzebo takes center stage in communicating the event. These temporary installations—created using the Qzebo modern gazebo and designed by V12 Trackside—reinterpret Alpine chalet aesthetics through a contemporary lens, turning simple retail points into immersive spaces that bring the spirit of the Winter Games into the urban fabric.
The Milan–Cortina 2026 Winter Games will follow a distributed and sustainable hosting model, involving several emblematic locations across the Italian Alps. In addition to Milano and Cortina d’Ampezzo, competitions will take place in areas of Lombardy, Veneto and Trentino–Alto Adige, prioritizing the use of existing infrastructure and limiting environmental impact. Approximately 2,900 athletes from more than 90 countries will compete across 16 disciplines and 116 events, with a historic first: the Olympic debut of ski mountaineering, a discipline deeply rooted in Italy’s mountain culture.
Within this framework, Milan plays a pivotal role—not only as a competition and ceremony venue, but also as a major urban hub for event promotion. The city has prepared a series of initiatives designed to spread the Olympic spirit throughout everyday urban life, creating direct touchpoints between the Games and residents, commuters and international visitors alike.
The Qzebo Branded Gazebo for Merchandising
Among these initiatives, the creation of three official Milano–Cortina 2026 merchandising stores stands out. Opened in mid-December, the stores are strategically located in Piazza San Babila, Piazza Duca d’Aosta—in front of Milan Central Station—and Piazza 25 Aprile, at the gateway to Corso Como. These high-visibility, high-footfall sites were selected to engage a diverse, international audience while maximizing exposure for the Olympic brand.
Each retail point was conceived as an immersive experience rather than a simple commercial outlet. The brief was clear: transform official merchandise into a powerful storytelling tool capable of conveying Olympic values, celebrating the host territories and highlighting the uniqueness of Milano–Cortina 2026. To achieve this, four dark-grey Qzebo modern gazebos were installed at each location, forming modular structures with strong visual impact and immediate recognizability.
The gazebo canopies were fully customized, turning a standard structure into a high-communication branded gazebo. The client’s requirement was to instantly evoke Alpine imagery—an essential element of the Winter Games’ identity—while operating in the dense urban context of Milan. This led to a contemporary reinterpretation of the mountain chalet, a symbol of hospitality, tradition and warmth.
The design solution features a lightweight perimeter canopy with an overhanging roof, built with wooden beams, PVC fabric printed with a natural wood-effect graphic, and integrated LED lighting. This system strikes a balance between modern design and traditional references, delivering protection, visual comfort and strong visibility, particularly in evening hours.
The final result is a customized gazebo that integrates seamlessly into Milan’s urban landscape without appearing intrusive, yet successfully transports visitors into a mountain-inspired atmosphere consistent with the Alpine venues hosting the competitions. It is a clear example of how temporary structures can become narrative architectural elements, reinforcing the identity of a major international event.
The project was developed by V12 Trackside, an international specialist in retail solutions for large-scale sporting events, in collaboration with Giulio Barbieri, supplier of the Qzebo structures. Qzebo is a modern event gazebo designed for high-profile activations, distinguished by its minimalist, innovative design, waterproof PVC roofing, fast installation, and extensive options for dimensional and graphic customization.
From a technical standpoint, Qzebo meets high quality and safety standards thanks to carefully selected materials, powder-coated aluminum profiles, UNI EN 1090 certification, and 100% Made in Italy production. These features ensure durability, safety and minimal maintenance—key requirements for temporary installations in complex, high-traffic urban environments.
In this project, the branded gazebo goes beyond its role as a supporting structure to become a physical communication medium, enhancing official merchandise and accompanying Milan through the countdown to the opening of the Winter Olympic Games. The installations help spread the Olympic spirit throughout the city, forging a direct connection between public space, design and a global sporting event.
With these activations, Milano–Cortina 2026 fully comes to life, demonstrating how temporary architecture, branded gazebos and innovative retail solutions can play a strategic role in promoting major international events—successfully combining communication, functionality and experience within a single, cohesive concept.
