Casa Esselunga.

Designed for the Milano Cortina 2026 Winter Olympic and Paralympic Games, Casa Esselunga opens on 6 February in Milan, in the Cortile delle Armi of Castello Sforzesco. It will be open to visitors throughout the entire duration of the Games, until 15 March, from 10:00 am to 7:00 pm.

A two-level immersive installation, created in collaboration with Balich Wonder Studio and Giò Forma, guides visitors through an interactive, emotional and educational journey that explores the Olympic and Paralympic sporting values and their connection with Esselunga.

From the scenic “Grande Salita” to the “Circuito Meraviglioso” and the “Banco delle Sorprese,” passing through the “Sports Locker” and the “Numerabilia” wall, this multi-dimensional journey unfolds across more than ten stages where sport, nutrition and entertainment intertwine. The itinerary sparks curiosity and reflection, inviting visitors to immerse themselves in what Casa Esselunga represents: a place that celebrates great achievements—both extraordinary and everyday—paying tribute not only to milestones, but also to what makes them possible.

Casa Esselunga is part of the company’s commitment as a Partner of the Milano Cortina 2026 Winter Olympic and Paralympic Games, reaffirming its support for Italian sport.

The immersive journey

The Casa Esselunga experience begins outside, with the “Superficie Specchiante” cladding the installation and welcoming the public as a metaphor for inclusion. The path opens with “La Grande Salita,” a symbol of the dedication behind every achievement: along the outer wall, a sequence of motivational aphorisms accompanies visitors as they ascend, inviting them to challenge themselves step by step—just as every athlete does on the path toward their goals.

Inside Casa Esselunga, the itinerary unfolds through immersive environments. In the first room, the “Precamera,” an emotional video introduces the experience in which visitors will take center stage. The journey continues with the “Circuito Meraviglioso,” a kinetic machine that portrays excellence as an ongoing process, achievable only when fueled by values such as innovation, belonging, integrity and passion, as well as by people’s participation. Along the “tracks” of the circuit, holographic projections of winter sports disciplines further enhance audience engagement.

Through “La Grande Discesa,” visitors access the lower level: not just a staircase, but a tribute to the value of people, welcomed by the energy of the crowd like true athletes. The journey continues with curiosities about Olympic and Paralympic disciplines along the “Numerabilia” wall, with the “Sports Locker”—which transforms the online grocery locker into an interactive feature—and with “S come Storia,” a multimedia timeline recounting, in parallel, the most significant moments of Italian sport at the Olympics and key milestones in Esselunga’s history.

The experience is further enriched by “Il Banco dei Timbri” and “Tips di alimentazione,” followed by a celebratory moment: a photo opportunity at the “Superpodio” and the collection of an iconic souvenir at the “Banco delle Sorprese.”

The journey concludes with “L’Alfabeto delle Passioni,” a wall of illuminated baskets that form symbols and icons, and with “Il Super Training,” an immersive game inspired by curling that invites visitors to step onto the rink for friendly competition. Outside Casa Esselunga, a mascot welcomes and entertains visitors.

Casa Esselunga also serves as a space for meetings and shared experiences, featuring a dedicated area—“Studio Esse”—for talks and cultural, sporting and educational events, as part of a curated program.

At the end of the journey, each visitor is gifted a plush focaccina — a soft toy shaped like the iconic focaccina — symbolizing the celebratory moment when an athlete receives a medal at the end of a competition.

Creative direction and executive production by @balichwonderstudio

Creative direction @gioforma and Andrea Celi @dr_celi

Content design @gioforma and @maurobelloni

Video content production @cromazoo

Photos by @Agnese Bedini @DSL Studio