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Hamburg-based PMS is responsible for Unipol Dome's digital infrastracture. (Image: PMS)
Hamburg-based PMS is responsible for Unipol Dome's digital infrastracture. (Image: PMS)

Unipol Dome: Milan’s New Landmark Arena Debuts Fully Digitalized

As CTS Eventim’s digital partner, Hamburg-based PMS Perfect Media Solutions delivered the complete indoor signage for Milan’s new landmark venue, inaugurated at the Olympics – the Unipol Dome.

Just in time for the 2026 Olympic Winter Games, Italy’s largest outdoor arena was completed and opened in early February 2026. Full-service integrator PMS Perfect Media Solutions was responsible for delivering the digital infrastructure for Arena Milano, which has since been renamed Unipol Dome as part of a naming-rights partnership.

As the venue’s digitalizion partner, PMS oversaw the planning, coordination, and implementation of the entire indoor signage concept during construction. The project was commissioned by the live entertainment and ticketing company CTS Eventim.

Italian insurance group Unipol acquired the naming rights for the former Milan arena. (Image: CTS Eventim)
Italian insurance group Unipol acquired the naming rights for the former Milan arena. (Image: CTS Eventim)

Digital signage for wayguiding and visual effects

The Hamburg-based company’s digital concept supports the arena’s entire operational workflow – from visitor entry to the live show experience. The installation includes numerous displays throughout the interior, digital door signs, and LED installations in key public areas.

LED technology also plays a central role in the design of the building’s exterior façade, although this part was not part of PMS’s scope of work. Spread across a multimedia surface of more than 7,000 square meters, over 2.4 million LEDs illuminate the façade of the Unipol Dome.

This short video shows the LED strips on the arena’s exterior in action:

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The new arena in Milan is considered one of the most ambitious venue projects in Europe. With a capacity of 16,000 seats, it is designed to host major sporting events as well as concerts. The architecture was developed by Arup together with David Chipperfield Architects.

Further expansion planned until summer 2026

The digital rollout at the Unipol Dome will continue even after the Olympic and Paralympic Winter Games. According to PMS, additional displays will be installed across the interior by summer 2026.

For PMS, the project marks a strategic expansion of its portfolio in the international sports and live events sector. The company has previously delivered digital projects for clubs such as FC St. Pauli and SC Freiburg.