In the vibrant heart of Milan, the Prosecco Doc Consortium inaugurates the San Babila Sparkling Hub, a new space dedicated to dialogue, culture and hospitality for the Olympic and Paralympic Winter Games Milano‑Cortina 2026, for which Prosecco Doc is the Official Sparkling Wine Sponsor.
Opened on 7 February, the Hub becomes a reference point for showcasing Italian identity through art, sport, conviviality and shared creativity. During the opening day, featuring institutional speeches, artistic installations and gastronomic moments, the second edition of the CIN CIN Milano Cortina guide was also presented. Created by Tuorlo Magazine, it highlights 20 cocktail bars between Milan and Cortina offering exclusive Prosecco Doc‑based drinks available throughout the Games. The space will also host aperitifs, networking events and a series of Olympic watching parties, confirming the Consortium’s intention to create a lively, inclusive and contemporary venue.
An inauguration between institutions, art and sport
The day opened with guest reception and a tour of the space, which features the artistic project “Road to the Games”. Conceived as a visual and conceptual path toward Milano‑Cortina 2026, the installation introduces visitors to the atmosphere of the Games.
The institutional opening featured Giancarlo Guidolin, President of the Prosecco Doc Consortium, Luca Giavi, Director of the Consortium, and Luciano Ferraro, Deputy Editor of Corriere della Sera, moderated by Adua Villa. The moment reaffirmed Prosecco Doc’s role as an ambassador of Italian lifestyle and a symbol of conviviality.
“Road to the Games”: art in dialogue with the city
Curated by Clara Amodeo, the artistic project was conceived as a series of murals spread across different urban contexts, inspired by themes such as destiny, music, urban art, fashion, celebration and sharing. Inside the Sparkling Hub, in the first‑floor lounge, a selection of reproductions illustrates the artist’s creative journey toward the Games.
The result is a contemporary visual narrative, accessible and designed to engage both the city and the international audience that will experience Milan during the Olympic event. An immediate language that blends aesthetics and storytelling, transforming the Hub into a place of culture as well as representation.
Hospitality, training and sporting values: a day in evolution
The morning continued with an address by Chef Carlo Cracco, President of the Maestro Martino Association, introducing the light lunch prepared by Villa Terzaghi’s Resident Chef Alessandro Agrati. A moment celebrating Italian hospitality and the importance of training new generations, perfectly aligned with the Olympic principles of commitment and dedication.
In the afternoon, the Sparkling Hub hosted the talk “Sport and Values”, featuring Marina Lubian, Karen Putzer and Federico Andreoli. The conversation focused on the athletes’ journeys, their connection to the territory and the strength of sharing—elements that define both sport and the identity of Prosecco Doc.
Prosecco Doc inaugurates the San Babila Sparkling Hub and presents the “CIN CIN Milano Cortina” guide with 20 selected cocktail bars.
Partners, cocktail culture and the “CIN CIN Milano Cortina” guide
The day continued with the presentation of the project partners and the launch of the second edition of the CIN CIN Milano Cortina guide, created in collaboration with Tuorlo Magazine, a leading voice in contemporary food & beverage storytelling.
This year, the guide expands its scope to include Cortina d’Ampezzo alongside Milan, selecting 20 cocktail bars distinguished by quality, research and vision. Each venue offers an exclusive Prosecco Doc‑based drink created specifically for the project and available throughout the Games.
The guide becomes a true narrative across the territory, blending mixology, culture and lifestyle, accompanying the public and enthusiasts on a journey through two symbolic cities of the Olympic event.
Prosecco Doc inaugurates the San Babila Sparkling Hub and presents the “CIN CIN Milano Cortina” guide with 20 selected cocktail bars.
Aperitifs, networking and watching parties: the Sparkling Hub as a meeting point
The opening day concluded with an aperitif by Panino Giusto and The Spirit, an informal moment celebrating conviviality as a contemporary ritual. Throughout February, the Sparkling Hub will also host a series of watching parties dedicated to the Olympic competitions, reinforcing its role as a gathering place and a shared storytelling hub for the Games.
With this inauguration, the Prosecco Doc Consortium reaffirms its commitment to promoting an Italian hospitality model capable of connecting territories, people and cultures, accompanying Milano‑Cortina 2026 with an open, inclusive and thoroughly contemporary platform.
