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As a Worldwide Olympic Partner, TCL expanded its presence beyond traditional sponsorship by presenting a public showcase that brings together high-performance technology with everyday lifestyle experiences. During the Milano Cortina 2026 Winter Olympics, TCL introduced a series of immersive spaces highlighting its portfolio of home audiovisual equipment and smart home appliances, demonstrating how innovation, comfort, and intelligent living can extend the Olympic spirit into everyday life.
This vision took spatial form in TCL Edelweiss Land, a flagship pavilion installed at Piazza Duca d’Aosta in front of Milano Centrale. Positioned within one of Milan’s busiest urban crossroads, the pavilion functioned as both a public landmark and an experiential showcase. Through this installation, TCL translated its philosophy of innovation, resilience, and inspired living into an accessible architectural environment where visitors could explore how connected technologies transform the home into a space of performance, comfort, and everyday inspiration.
As a Worldwide Olympic Partner, TCL expanded its presence beyond traditional sponsorship by presenting a public showcase that brings together high-performance technology with everyday lifestyle experiences. During the Milano Cortina 2026 Winter Olympics, TCL introduced a series of immersive spaces highlighting its portfolio of home audiovisual equipment and smart home appliances, demonstrating how innovation, comfort, and intelligent living can extend the Olympic spirit into everyday life.
This vision took spatial form in TCL Edelweiss Land, a flagship pavilion installed at Piazza Duca d’Aosta in front of Milano Centrale. Positioned within one of Milan’s busiest urban crossroads, the pavilion functioned as both a public landmark and an experiential showcase. Through this installation, TCL translated its philosophy of innovation, resilience, and inspired living into an accessible architectural environment where visitors could explore how connected technologies transform the home into a space of performance, comfort, and everyday inspiration.
At the Crossroads of Milan
Positioning the pavilion within the dynamic urban flow of Milano Centrale
The pavilion stands directly in front of Milano Stazione Centrale, one of Europe’s most significant transportation hubs. With approximately 320,000 passengers passing through daily and around 500 domestic and international trains operating each day, the square functions as a constantly shifting urban interface where cultures, languages, and journeys intersect.
Within such an environment, attention spans are brief and movement is continuous. The design challenge was therefore not simply to place another structure within the plaza, but to create an architectural presence capable of capturing attention instantly while maintaining visual clarity within a dense urban environment.
Rather than competing with the surrounding visual noise, the pavilion introduces a contrasting spatial gesture, a moment of visual calm within the flow of the city.
At the Crossroads of Milan
Positioning the pavilion within the dynamic urban flow of Milano Centrale
The pavilion stands directly in front of Milano Stazione Centrale, one of Europe’s most significant transportation hubs. With approximately 320,000 passengers passing through daily and around 500 domestic and international trains operating each day, the square functions as a constantly shifting urban interface where cultures, languages, and journeys intersect.
Within such an environment, attention spans are brief and movement is continuous. The design challenge was therefore not simply to place another structure within the plaza, but to create an architectural presence capable of capturing attention instantly while maintaining visual clarity within a dense urban environment.
Rather than competing with the surrounding visual noise, the pavilion introduces a contrasting spatial gesture, a moment of visual calm within the flow of the city.
An Alpine Symbol Reimagined
Translating the edelweiss and winter landscape into architectural form
An Alpine Symbol Reimagined
Translating the edelweiss and winter landscape into architectural form
The architectural language of the pavilion draws inspiration from the alpine landscapes that define the Winter Olympic region. Deep-blue polished glass forms the primary architectural envelope, evoking the clarity, depth, and reflective qualities of frozen alpine surfaces.
Embedded within this dark, mirror-like field are sculptural edelweiss forms, rendered in pale, ice-toned materials. Traditionally associated with courage, resilience, and alpine endurance, the edelweiss becomes a spatial symbol aligned with the spirit of the Winter Olympics.
Together, these elements transform the pavilion into a narrative architectural environment, where alpine symbolism, Olympic spirit, and TCL’s design philosophy converge.
The architectural language of the pavilion draws inspiration from the alpine landscapes that define the Winter Olympic region. Deep-blue polished glass forms the primary architectural envelope, evoking the clarity, depth, and reflective qualities of frozen alpine surfaces.
Embedded within this dark, mirror-like field are sculptural edelweiss forms, rendered in pale, ice-toned materials. Traditionally associated with courage, resilience, and alpine endurance, the edelweiss becomes a spatial symbol aligned with the spirit of the Winter Olympics.
Together, these elements transform the pavilion into a narrative architectural environment, where alpine symbolism, Olympic spirit, and TCL’s design philosophy converge.
Expanding the Visual Language
Exploring different design directions using AI-assisted visualization
Expanding the Visual Language
Exploring different design directions using AI-assisted visualization
Visualization process through AI tools, generating visual outcomes from the initial concept.
Visualization process through AI tools, generating visual outcomes from the initial concept.
During the conceptual development stage, the overall spatial strategy and architectural language were first established. A minimal geometric volume composed of deep-blue glass defined the foundation of the pavilion’s design.
AI-assisted visualization tools were then introduced to expand the early-stage exploration process. These tools enabled the rapid generation of alternative visual outcomes derived from the initial concept, particularly in testing the placement, density, and arrangement of the edelweiss elements across the pavilion surface.
Rather than replacing traditional design methods, AI functioned as a creative exploration tool, allowing the design team to quickly compare multiple design directions that would otherwise require extensive manual rendering.
This hybrid workflow significantly accelerated the early design process while broadening the range of visual possibilities under consideration.
During the conceptual development stage, the overall spatial strategy and architectural language were first established. A minimal geometric volume composed of deep-blue glass defined the foundation of the pavilion’s design.
AI-assisted visualization tools were then introduced to expand the early-stage exploration process. These tools enabled the rapid generation of alternative visual outcomes derived from the initial concept, particularly in testing the placement, density, and arrangement of the edelweiss elements across the pavilion surface.
Rather than replacing traditional design methods, AI functioned as a creative exploration tool, allowing the design team to quickly compare multiple design directions that would otherwise require extensive manual rendering.
This hybrid workflow significantly accelerated the early design process while broadening the range of visual possibilities under consideration.
From Samples to Structure
Material calibration and full-scale prototyping
From Samples to Structure
Material calibration and full-scale prototyping
Samples’ evaluation: Progressing from miniature glass samples to full-scale floral prototypes, refined for color, material, and lighting.
Samples’ evaluation: Progressing from miniature glass samples to full-scale floral prototypes, refined for color, material, and lighting.
With the renderings finalized, the focus shifted toward ensuring a high-fidelity physical realization through careful material calibration and quality control. The deep-blue glass exterior underwent multiple rounds of on-site material sampling and color matching under different lighting conditions to achieve the precise tone and reflective quality required for the pavilion.
The surface was carefully tuned to capture shifting daylight while reinforcing the pavilion’s alpine-inspired visual identity.
With the renderings finalized, the focus shifted toward ensuring a high-fidelity physical realization through careful material calibration and quality control. The deep-blue glass exterior underwent multiple rounds of on-site material sampling and color matching under different lighting conditions to achieve the precise tone and reflective quality required for the pavilion.
The surface was carefully tuned to capture shifting daylight while reinforcing the pavilion’s alpine-inspired visual identity.
TCL Edelweiss Land - Preview Teaser
TCL Edelweiss Land - Preview Teaser
At the same time, the sculptural edelweiss installations were refined through multiple full-scale prototypes, allowing the team to calibrate material density, lighting effects, and structural connections.
Through close on-site coordination and technical oversight, the design team ensured that each detail was executed with precision, successfully translating the digital concept into a tangible architectural installation.
At the same time, the sculptural edelweiss installations were refined through multiple full-scale prototypes, allowing the team to calibrate material density, lighting effects, and structural connections.
Through close on-site coordination and technical oversight, the design team ensured that each detail was executed with precision, successfully translating the digital concept into a tangible architectural installation.
Beyond the Pavilion
Public engagement, media visibility, and digital reach
Beyond the Pavilion
Public engagement, media visibility, and digital reach
The pavilion’s inauguration, attended by distinguished guests including IOC Executive Board Member Kirsty Coventry, established a meaningful connection between the installation and the broader spirit of the Olympic Games.
Throughout its operation, the pavilion became a visible gathering point for athletes, ambassadors, and visitors from around the world. Among them was TCL Team Ambassador Eileen Gu, whose presence further connected the installation to the energy and aspiration of winter sports.
The pavilion’s inauguration, attended by distinguished guests including IOC Executive Board Member Kirsty Coventry, established a meaningful connection between the installation and the broader spirit of the Olympic Games.
Throughout its operation, the pavilion became a visible gathering point for athletes, ambassadors, and visitors from around the world. Among them was TCL Team Ambassador Eileen Gu, whose presence further connected the installation to the energy and aspiration of winter sports.
Visiting KOLs engaged with a comprehensive showcase of innovations, including flagship TCL SQD Mini LED TVs, TCL CSOT displays, and RayNeo AR glasses alongside smart appliances like refrigerators, washing machines, and air conditioners.
Visiting KOLs engaged with a comprehensive showcase of innovations, including flagship TCL SQD Mini LED TVs, TCL CSOT displays, and RayNeo AR glasses alongside smart appliances like refrigerators, washing machines, and air conditioners.
Located at one of Milan’s busiest urban gateways, TCL Edelweiss Land welcomed over 148,000 visitors during the Olympic period, reflecting strong public engagement with the pavilion’s technology and design experiences.
According to Quantcast data, TCL was the best-performing sponsor at the Winter Olympics, recording a 30% increase in online engagement during the installation period, demonstrating how the pavilion extended the experience beyond the physical space into the digital sphere.
TCL Edelweiss Land demonstrates how architecture, technology, and cultural symbolism can converge to create a shared public experience, connecting the Olympic spirit with everyday life through the lens of the connected home.
Located at one of Milan’s busiest urban gateways, TCL Edelweiss Land welcomed over 148,000 visitors during the Olympic period, reflecting strong public engagement with the pavilion’s technology and design experiences.
According to Quantcast data, TCL was the best-performing sponsor at the Winter Olympics, recording a 30% increase in online engagement during the installation period, demonstrating how the pavilion extended the experience beyond the physical space into the digital sphere.
TCL Edelweiss Land demonstrates how architecture, technology, and cultural symbolism can converge to create a shared public experience, connecting the Olympic spirit with everyday life through the lens of the connected home.
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