The phone became
the spray can.
The athletes painted.

Three installations across two cities, the Olympics on the LED wall, and the Z Flip 7 Olympic Edition in the athletes' hands as the spray can.

Samsung is a Worldwide Olympic and Paralympic Partner for Milano Cortina 2026 — the Winter Games staged across Milan and the Dolomites. The brand built the Games' connected athlete layer: the Galaxy Z Flip 7 Olympic Edition was issued to roughly 3,800 athletes from 90 countries, and Samsung House at Palazzo Serbelloni in central Milan ran as a gathering hub for athletes, NOCs and media across the Games. We built the participatory layer that sat alongside it, in partnership with Cheil.

Three Graffiti+ installations ran across the Games: one at the Athletes' Village in Milan, one at the Athletes' Village in Cortina, and one on the public side at Triennale Milano. Same wall behaviour at each — the Galaxy Z Flip 7 Olympic Edition docked into a custom spray can, and every colour, every cap and every stroke ran through the phone the athletes had already been issued.

Over the course of the Games, dozens of Olympic athletes interacted with the wall — competitors signing their names between events, friends painting alongside them, the kind of unscripted moments that aren't easy to plan. That's exactly the point. The wall belonged to whoever picked up a can; the athletes brought the story.

Eighteen years. Six continents. One idea, done right.

For eighteen years, Graffiti+ has been putting real creative tools in people's hands — in public, at scale, and always with cultural integrity.

Born from the roots of graffiti culture and built for anyone willing to pick up a custom spray can, the platform transforms event spaces and global moments into shared canvases where guests paint together in real time. From their home in Vancouver to projects across six continents, Graffiti+ has partnered with Samsung, Nike, Jordan Brand, Formula 1, NASCAR, Louis Vuitton and Chanel to bring authentic, participatory experiences to audiences everywhere.

An Olympic medalist, a Z Flip 7, and a wall that asked: what do you want to leave behind?