Italian skiwear brand Colmar has opened a pop-up store shaped like a Cortina cable car inside Milan’s Central Station, bridging fashion, sport, and travel ahead of the 2026 Winter Olympics.
Cable car to the Winter Olympics
The countdown has begun – and Milan is getting ready. A week packed with events, presentations, and spectacular pop-up shops marks the city’s first taste of Olympic fever. Among them, Colmar has unveiled a striking installation inside the city’s Stazione Centrale, one of Europe’s busiest travel hubs.
The 270-square-foot structure, modeled after the Lagazuoi cable car in Cortina d’Ampezzo, opened this week and will remain in place through Feb. 25, 2026, covering the entire Olympic period. Designed in Colmar’s signature palette – Klein blue, white, and red – the booth captures the brand’s century-long bond with alpine culture. Inside, visitors can browse the Colmar Originals line, the brand’s lifestyle collection launched in 2009 to complement its technical skiwear.
Metal flooring recalls ski lifts, white faux-fur details suggest snow, and the overall design transforms the space into a playful nod to the mountains – right in the heart of Milan.
Between shop and PR stunt: the rise of experiential retail
For Colmar, the pop-up is a symbolic bridge between heritage and visibility at a moment when Italy is stepping onto the world stage.
It also highlights how legacy sportswear brands are leaning on experiential retail to stay competitive. With high-end labels flooding the skiwear space, Colmar’s immersive presence reinforces its authentic alpine roots while tapping into fashion’s ongoing fascination with outdoor aesthetics.
Zoom out
Founded in 1923 in Monza, just north of Milan, Colmar celebrated its 100th anniversary last year with an artist collaboration by Joshua Vides. Over the years, the brand has expanded from ski slopes to city streets, working with designers such as Shayne Oliver (A.G.E.) and White Mountaineering’s Yosuke Aizawa.
The broader industry is moving in the same direction. Winter sportswear is experiencing a cultural resurgence, driven by the “mountain lifestyle” trend, sustainability narratives, and the global spotlight of the Milan–Cortina 2026 Games. From Moncler to Napapijri, brands are blending performance, design and storytelling to appeal to consumers seeking authenticity and comfort.
What’s next
Colmar’s presence in Milan Centrale signals the start of a wider Olympic-season campaign. Further activations are expected as the Games approach, potentially linking retail with digital storytelling and on-site events in Cortina. The company’s dual strategy – technical innovation for athletes and lifestyle appeal for urban consumers – positions it as one of Italy’s most visible ambassadors for the upcoming Winter Olympics.
Facts & Figures
- Brand: Colmar
- Founded: 1923 (Monza, Italy)
- Pop-up size: 270 sq. ft.
- Location: Milan Central Station
- Duration: Oct 2025 – Feb 25, 2026
- Olympic Games dates: Feb 6–22, 2026
- Recent team sponsorships: France & Slovenia ski teams
