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Milan is preparing for the 2026 Winter Olympic and Paralympic Games with an artistic journey that combines culture, tradition, and innovation. The Consorzio di Tutela del Prosecco DOC, Official Sparkling Wine Sponsor of the event, has chosen to celebrate the city through seven urban murals created by famous Italian artists.
The project, which began in December 2024, aims to promote Milan and its world-renowned events, bringing art to public spaces and creating a common thread between creativity and Italian identity. The works are designed to convey the ‘Italian Genius’, a concept dear to the Consortium and the region, made up of passion, ingenuity, and excellence.
The first mural, created in Corso Garibaldi 41 by Frode, a historic Milanese urban artist, celebrates Giuseppe Verdi on the occasion of the 2024 La Scala premiere. The composer’s face emerges from colors and shapes that evoke the music and emotions of opera. The 30-square-meter work blends painting, music, and urban art to showcase Italian genius and innovation.
The second mural, created by Milanese artist SteReal, was unveiled in Piazza XXIV Maggio during Milan Fashion Week 2025. The work, measuring approximately 150 square meters, celebrates femininity and Italian craftsmanship: an elegant figure wearing a hat and period dress accompanies a glass of Prosecco DOC, amid golden hues and references to the Italian flag. The mural combines fashion and art, conveying values of elegance and authenticity.
To celebrate Art Week 2025, a street artist emerges on a building in Viale Monza to decorate the city with a touch of Italian genius.
Energy, fun, and pure joy: the mural on Viale Aretusa lights up the atmosphere of the Milano Summer Festival, celebrating the power of music that unites and energizes the city.
Watch: Prosecco DOC | Murales in Milan by Coquelicot Mafille
The fifth mural, created by Mate in Viale Pasubio 6, pays homage to panettone, a symbol of Milanese Christmas tradition, paired with a glass of Prosecco DOC. The 200-square-meter work conveys intimacy and domestic warmth, emphasizing the values of sharing and conviviality. The artist’s realistic poetics render textures, lights, and transparencies in an emotional way, making the mural an icon of the holidays.
Milan is finally the stage, along with Cortina d’Ampezzo, for the Winter Olympic Games. Prosecco DOC toasts this adventure with a mural in Via Ripamonti, near the Olympic Village, to bring good luck to the athletes. A toast with Prosecco DOC marks the moment when the tension of the competition gives way to celebrations and becomes an opportunity to pay tribute not only to the medals won, but also to the commitment, tenacity, and sportsmanship that characterize the journey of every athlete.
Watch: Murales in Milan by Federico Epis | Winter Olympics Milano Cortina 2026
These murals are part of a seven-stage project that will continue in 2026, with the aim of enriching Milan with other works dedicated to key symbols and events of the city. During the Games, the Consortium will welcome athletes and visitors to the Sparkling Hub at Spazio San Babila, where they will be able to admire a collective exhibition of the murals, taste a selection of Prosecco DOC wines, and receive special gadgets.
According to Giancarlo Guidolin, President of the Consortium, “the works celebrate Italian genius and the shared values of the designation: quality, identity, and shared joy.”
In this way, Milan is transformed into an open-air urban gallery, where tradition, fashion, music, and conviviality come together in anticipation of the 2026 Winter Olympic and Paralympic Games.
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