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ITALY – MILANO CORTINA, ITALY LIGHTS UP
In this editorial, ADC Group President Salvatore Sagone shares his reflections on the Opening Ceremony of the Milano Cortina 2026 Winter Olympics, staged at San Siro Stadium on Friday, February 6, with the creative direction of Balich Wonder Studio.
It’s not only my opinion — it has been confirmed by the world’s leading international media outlets, from CNN and the BBC to The New York Times and The Guardian — all literally captivated by Friday night’s show. The Opening Ceremony of the Milano Cortina Olympic Games left a deep and positive impression, not only for what it displayed but for what it represented. It was far more than a spectacle: it was a statement of identity, a declaration of intent, and proof that Italy can still amaze the world when it chooses to tell its story with courage and vision.
The first “distributed” Olympics in history immediately found a clear and powerful stage translation. The unprecedented decision to light two Olympic cauldrons gave tangible form to the idea of a polycentric event capable of uniting Milan and Cortina, the metropolis and the mountains, innovation and tradition. The real-time connections with the other Olympic locations, first and foremost Cortina, were not simple television inserts but coherent pieces of a single, fluid and modern narrative.
At the center of everything were the values: Unity, Respect and Harmony (the title of the show). Words often overused, yet on this occasion they found a clear explanation and a credible staging. In his speech, Giovanni Malagò, President of the Milano Cortina Foundation, successfully clarified the deeper meaning of the chosen theme, guiding the audience through a ceremony that did not aim to impress for its own sake but to build meaning. He did so with a language that was understandable, inclusive and never rhetorical.
The television pacing was also decisive, intelligently calibrated for a global audience accustomed to fast images but demanding on an emotional level. San Siro, transformed for one evening into a grand Olympic theatre, responded with extraordinary engagement: a participative, warm and authentic crowd capable of amplifying the show’s energy and transmitting it beyond the screen.
Among the most moving moments was the performance that brought together worlds only seemingly distant: Ghali — unfortunately limited by the Rai broadcast direction — alongside Lang Lang and the great Italian soprano Cecilia Bartoli created a musical encounter of rare intensity, a perfect symbol of the harmony evoked by the ceremony. A universal language capable of uniting generations, cultures and sensibilities, moving both the stadium audience and viewers at home without the need for explanation.
Also destined to remain in the collective memory was the arrival of the President of the Republic, Sergio Mattarella, aboard a tram driven by Valentino Rossi: a powerful image combining institution and popularity, sobriety and passion, portraying a contemporary Italy that is confident yet never distant. Likewise, the lighting of the Olympic rings, the mass choreographies, the music and the lighting composed an emotional narrative — never excessive, yet deeply evocative.
This ceremony brought prestige to the Italian spirit worldwide: creative yet concrete, elegant yet accessible, capable of combining beauty and organization. A far from obvious result, made possible by the work of Marco Balich’s agency, Balich Wonder Studio, by a wide and complex supply chain of partners and technical providers who contributed decisively to the success of the show. Professionals, companies and crews who transformed an idea into reality and who, unfortunately, found little space in the television narrative. A pity — because behind the scenes, too, the best of Italian know-how was powerfully expressed.
Milano Cortina opened in this way: with two cauldrons designed by Balich and inspired by Leonardo’s knots, many emotions, a single message, and a country that, for one evening, recognized itself and presented its best self to the world.
Salvatore Sagone, President, ADC Group