BOCCONI

  • Service Design & Communication

sPark of Change

How do you make something as abstract as the economic, environmental and social impact of the Olympic and Paralympic Games tangible? With sPark of Change, the exhibition inaugurated by Università Bocconi for the Milano Cortina 2026 Olympics. An interactive journey in six stages that transforms data and scientific research on the Olympic legacy into installations, augmented reality content and athlete testimonials.

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Focus
  • Communication design
  • Content strategy
SERVICES
  • Service Design & Communication

Bocconi's research on the impacts of the Olympic Games is transformed through design into an interactive and engaging experience.

THE PROJECT

A collaborative model bringing together academia, design, architecture and technology to make scientific research part of the public conversation.

sPark of Change is a public engagement project born from a complex design challenge: translating years of Università Bocconi’s scientific research on sport as an economic, social and cultural phenomenon into a language that is accessible, engaging and able to speak to diverse audiences.

Logotel responded to this challenge by building a narrative architecture grounded in the concrete and the immediate. The result is a journey where the visitor is not a passive spectator but an active explorer. Six urban portals inspired by the Olympic colours on the Bocconi campus in Milan become gateways into a world of layered content, inviting visitors to discover curious facts about the world of sport, real impact data and testimonials from sporting icons across six themes: cheering, investing, impacting, growing, winning, building.

Physical installations, augmented reality content, data visualization and digital in-depth features interweave, giving each visitor the freedom to choose their own level of immersion. Technology — from augmented reality to data visualization — acts as a content amplifier: it makes the invisible visible, from economic flows to athletes’ career trajectories, through to the territorial impact of Olympic infrastructure. The journey is enriched by a calendar of events, presentations and guided tours, alongside a digital platform hosting data, research, analysis and exclusive insights that Bocconi has developed over the years on sport management and major events.

THE ROLE OF DESIGN

Design as a bridge between data and people: making change visible and understandable.

sPark of Change is a case study in contemporary science communication, where design becomes a bridge between research and citizenship: shifting the focus from the emotion of the sporting event to an understanding of the impacts it generates and the change it brings about.

The project was developed by Università Bocconi in collaboration with Logotel, il Prisma, Carlo Cossignani and Monogrid, as part of Research in Motion, an initiative funded by Regione Lombardia for the Games of Culture and included in the official Cultural Olympiad programme of Milano Cortina 2026.

Visit the sPark of Change website

  • Interactive Augmented Reality stations

    6



  • Olympic and Paralympic icons involved

    7



  • Total visits (platform + exhibition)

    1500+



  • Scheduled events

    30