Milan, Italy — Parents watched from the bottom of an artificial hill as children zipped down in three lanes on blue plastic tubes. Other families lined up along the edge of the structure, waiting for their turn to slide down the slope.

The Ice & Fun Olympic pop-up allows children to go snow tubing in the middle of the city for free and in a safe, supervised environment. The giant outdoor structure, set up in the center of City Life Shopping District in Milan, is designed to mimic a mountain, decorated with Milan Cortina 2026 logos and the iconic Olympic and Paralympic mascots, Tina, Milo and The Flo. 

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The blue and white makeshift mountain is even surrounded by real evergreen trees, and is circled by balconies decked out in white icicle-esque lights and LED snowflakes, emphasizing the winter atmosphere of the Milano Cortina games.

The event is intended for kids 3 to 12 years old, bringing the Winter Olympics spirit to the youngest of fans.

Children dragged their tubes behind them as they climbed to the top of the structure and then slid down, feet first. As kids exited the ride with gleeful smiles plastered on their faces, their guardians greeted them on the side of the slope, laughing as the children exclaimed and gestured excitedly.

While they weren’t watching their kids glide down the hill, parents could keep up with the Milan Cortina Winter Olympics by watching a medal count listed on a screen nearby, further immersing them in the games. Some parents even tubed down the hill with their children. 

The pop-up designates a space for fans to gather and embrace the Olympics. This idea is highlighted by the messaging on the back of the constructed mountain, “Live the emotions together.”

More than just giving fans a way to engage with the Winter Games outside of the venue and away from the crowds, this Olympic activation was created with a focus on sustainability. The slope itself is made with technical panels, which act as a slippery surface, allowing for easy sliding. These panels also avoid the use of artificial snow or ice, reducing excess water and energy consumption.

The real trees bracketing the open-air structure will be reused after the project is over.

This pop-up is open from 3 p.m. to 7:30 p.m. on weekdays and 10:30 a.m. to 7:30 p.m. on weekends. This event will run until Feb. 22.