This holiday season, Milan’s iconic Rinascente department store isn’t just celebrating Christmas — it’s making a bold statement by aligning its festive traditions with the upcoming 2026 Milano Cortina Olympic and Paralympic Winter Games. While most retailers stick to the familiar trappings of tinsel and Santa, Rinascente is betting on the global power of the Olympics to create a once-in-a-lifetime experience for locals and tourists alike.

Why This Matters
- Blending holiday tradition with international sporting spectacle elevates retail into a stage for cultural diplomacy.
- It sets a new benchmark for experiential marketing, showing that brick-and-mortar can still wow in the e-commerce era.
- With millions set to visit Milan for the Games, Rinascente positions itself as a must-visit destination and cultural ambassador.
What Most People Miss
- This isn’t just window dressing. The entire store, from snowflake-lit arcades to Olympic mascots and exclusive pop-up shops, immerses visitors in the 2026 Games months ahead of time.
- Rinascente’s move is a strategic play in the “retail-as-media” trend — using its physical space as a storytelling platform to rival digital campaigns.
- By collaborating with the Games, Rinascente gains prestige and exclusive merchandise access, beating out competitors in both foot traffic and brand cachet.
Key Takeaways
- The Olympic-themed takeover runs beyond the holidays: windows and lights stay up until January 6, while the pop-up shop for official merchandise extends through the Olympics’ closing ceremony on February 22.
- The store’s nine famous arched windows showcase not just art but the actual Olympic torches, medals, and mascots — making Rinascente a de facto Olympic exhibit hall.
- Rinascente’s CEO Pierluigi Cocchini sees this as a model for “in the city, with the city”: using global events to drive local engagement and footfall.
Industry Context & Comparisons
- Luxury department stores have long used holiday windows for brand partnerships (think Saks Fifth Avenue’s Disney collabs or Harrods’ luxury takeovers). But tying in with the Olympics, a global, non-commercial event, is rare and powerful.
- Other sponsors of the 2026 Games — including Kiko Milano, Salesforce, and Technogym — will struggle to match this level of physical, emotional immersion.
- Pop-up Olympic merch stores are notoriously hard to access outside official venues; here, locals and tourists can shop in Milan’s city center, months before the Games even begin.
Pros and Cons Analysis
- Pros: Drives major foot traffic, positions Rinascente at the center of a global event, appeals to both locals and international visitors, and leverages a unique, unrepeatable theme.
- Cons: Risk of overshadowing traditional Christmas retail, possible fatigue if the Olympic theme doesn’t resonate with all shoppers, and the high cost of custom installations and licensing.
Timeline Snapshot
- Dec 2025: Olympic takeover and windows unveiled
- Jan 6, 2026: Holiday windows and lights wrap up
- Feb 6–22, 2026: Olympic Games in Milan and Cortina
- Mar 6–15, 2026: Paralympic Games
Expert Commentary
“This activation is exactly in line with our strategy of being a media company…in the city, with the city,” says CEO Pierluigi Cocchini. The Olympics only come once in a generation — and so does an opportunity like this for retail storytelling.
The Bottom Line
Rinascente’s Olympic holiday is more than a marketing stunt: It’s a masterclass in transforming tradition, leveraging global events for local impact, and redefining what a department store can be in the 21st century. As the Games draw closer, expect more retailers worldwide to take notes — but Rinascente’s bold move will be hard to top.

Sources:
- Original Article – WWD
- Olympics News at WWD
- What the 2026 Winter Olympics Mean for Milan
- Rinascente CEO Interview




















