Ahead of the Curve and Via Azzurra debut at the Olympic Museum on 18 September 2025.
18 September 2025 – Following the record-breaking success of its most visited temporary exhibition to date, Fashion and Sport, the Olympic Museum returns with a dynamic double offering that celebrates innovation and Olympic heritage.
To celebrate the Milano Cortina 2026 Olympic Winter Games, the museum’s main entrance has been rebranded, setting the tone for a special trail that extends through the permanent exhibition, park and public spaces. Via Azzurra showcases the unique identity of Milano Cortina 2026 (including the official torch and mascots), while also paying tribute to Italy’s rich Olympic history and achievements.
“Via Azzurra is a celebration of Italy’s Olympic spirit and a vital part of our journey towards Milano Cortina 2026,” said Angelita Teo, Director of the Olympic Museum. “Together with Ahead of the Curve, it invites visitors to travel through time, reflect on innovation in sport and reconnect with moments that continue to inspire and spark nostalgia.”
Ahead of the Curve celebrates innovation at the Olympic Games, from how athletes compete to how the world watches and plays. The exhibition explores the technological and cultural shifts that have shaped each generation’s experience of sport. Through four distinct eras, visitors will discover how sport continues to evolve, from new disciplines and esports to advances in broadcasting, timekeeping and fair refereeing. The exhibition invites visitors to think about the sports of today and imagine what they could become in the future.
A vibrant programme of events will bring the exhibitions to life, beginning with Lausanne’s Museums Night on 27 September 2025. From October, schools will be invited to take part in workshops on fair refereeing and timekeeping, while global audiences can explore Ahead of the Curve through a 360° virtual tour, accessible from anywhere in the world.
Although they launch together on 18 September, Via Azzurra will run until 1 March 2026, and Ahead of the Curve will remain open until 1 November 2026.
