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Milan’s Christmas Tree Becomes Centrepiece of Milano Cortina 2026 Countdown
A festive countdown to Milano Cortina 2026: how TCL’s support is putting Milan’s Christmas tree at the centre of a month-long celebration of Olympic dreams.
Thousands of spectators gathered in Milan’s Piazza del Duomo for the city’s annual tree-lighting ceremony, but this year the event marked the start of a larger initiative. A 29-metre Christmas tree was unveiled alongside a public winter wonderland created by Worldwide Olympic Partner TCL as part of its Wishes for Greatness campaign with the City of Milan. The installation signals the city’s countdown to the Olympic and Paralympic Winter Games, set to begin in February 2026.
“It was a big moment for us,” said Stefan Streit, Chief Marketing Officer of TCL Europe. “This is a landmark event in Milan. It’s important for us to connect with the local community in this festive moment alongside the latest milestone in our Olympic campaign.”
The winter wonderland will remain open until January 6, centred around the tree and five igloo installations reflecting the five Olympic rings, each representing a continent. Within the igloos, visitors experience Olympic-themed displays and technology, including TCL’s X11K QD-Mini LED TV, Z100 Wireless Free Sound Speakers, and RayNeo AR glasses that simulate a 201-inch figure skating performance. The European igloo, called the Harmony Theatre, gives visitors the sense of sitting front-row at a live skating show, while the Asia igloo incorporates fortune-cookie-inspired wishes, encouraging personal reflection.
TCL has also launched Team TCL, featuring athletes and ambassadors whose achievements embody the company’s “Inspire Greatness” philosophy. This includes freestyle skier and TCL Global Brand Ambassador Eileen Gu, Italian alpine skier Alex Vinatzer, Dutch speed skater Joy Beune, and Swedish cross-country skier Frida Karlsson. The team will feature in social media, advertising, and live events leading up to the Games.
Beyond the festive installations, TCL technology will enhance the Games’ broadcast and athlete experience. TVs, monitors, and technical support will be provided for Olympic Broadcasting Services, while athletes’ villages will feature TCL appliances and ‘Athlete Moments’ connecting competitors to family and friends after events. Streit said the aim is to elevate the viewer experience at home with advanced Mini-LED TVs offering high contrast, vivid colors, and immersive sound.
Sustainability is central to the project. The tree was sourced from the Dolomites, its steel support rented and reusable, and its base reused for seven years. Once the festivities end, the tree will be repurposed into wooden boards for community initiatives in Monza province.
Wei Xue, Vice President and ESG Director at TCL, said the tree “symbolises the collective wishes of people from every corner of the world. Just as our technology helps improve people’s lives, we hope this celebration connects hearts and builds anticipation for the Olympic Winter Games.”
Milan Mayor Giuseppe Sala praised the initiative as strengthening the bond between the city and the upcoming Games. For TCL, the Piazza del Duomo installation marks a major step in its Olympic campaign, with further events, exhibits, and advertising planned ahead of Milano Cortina 2026.
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