Introduction
During the 75th edition of the Sanremo Festival, the Milano Cortina 2026 Foundation presented the “From Sanremo to Milano Cortina 2026” initiative , animmersive experience designed to tell and promote the values of the Olympic and Paralympic Winter Games. The event was held inside the Forte di Santa Tecla, a historic 18th-century building chosen as the venue for a display that combined historical narrative, technology and emotional involvement.
The Event
The exhibition offered a multimedia and interactive itinerary through which visitors could rediscover the excitement of the Olympic and Paralympic Winter Games in a format designed for all audiences.
The route included:
a multimedia exhibition at the entrance to the Fort, with a visual narrative about past and future editions of the Winter Olympics;
the Cistern Hall, where visitors, equipped with Bluetooth headsets, had animmersive experience related to the memory of the Games;
the transformation of the Magazzini di Ponente hall into a conference space for an official event, held on Feb. 12, dedicated to the path to Milan Cortina 2026 and its founding values.
Also on display were the Winter Olympic flashlights, which were accessible to the public for a close-up viewing that highlighted their design and historical value.
The role of Promoest
Promoest provided logistical and operational support for the organization of the entire initiative, handling the management of exhibition space, technical coordination, and the activities necessary to ensure an orderly flow of visitors and a consistent experience.
In such a special context as the Fort of Santa Tecla, Promoest’s intervention allowed the adaptation of historic structures to a modern design, integrating technological solutions and tools for immersive content enjoyment.
Results
The event registered more than 6900 visitors, attracting a cross-sectional audience of sports enthusiasts, citizens, tourists, and cultural and sports operators. The initiative also received special attention due to its placement in the Sanremo Festival calendar and its proximity to the Ariston Theater, increasing the visibility of the path towards the Milan Cortina 2026 Olympic Games.
