New York Becomes the Next Stop for PSG’s ‘Ici C’est Paris La Maison’ Following Los Angeles Activation.

Roger Hampel

Image: Paris Saint-Germain

Paris Saint-Germain is bringing its Ici C’est Paris La Maison concept to New York, continuing a series of international activations that have become an increasingly important part of the club's global brand strategy.

Following its recent Los Angeles edition, the event will take place in Manhattan from June 17 to 21 and will serve as the final international stop of the season for PSG's travelling lifestyle platform.

Building a Lifestyle Brand Beyond Matchdays New York

Over the past decade, Paris Saint-Germain has positioned itself differently from many traditional football clubs. While sporting success remains central to the organisation, PSG has simultaneously invested in becoming a global lifestyle brand with relevance across fashion, music, design and popular culture.

The New York edition of Ici C’est Paris La Maison reflects that strategy. Rather than centring the experience solely around football, the programme includes collaborations with brands such as Awake NY, New Era and L’Atelier La Pieuvre, alongside comedy performances, live music, gaming experiences and culinary activations inspired by both Paris and New York.

New York Remains a Strategic Market

The decision to stage the activation in Manhattan underlines the importance of the United States within PSG's international growth plans. New York remains one of the world's most influential centres for media, fashion, entertainment and business, making it a natural destination for clubs seeking global relevance.

Paris Saint-Germain described the New York edition as a meeting point between Parisian culture and New York creativity, bringing together sport, innovation, gastronomy and entertainment within a single experience.

The club also noted that the event concludes an international series that has travelled through major global cities, reflecting PSG's ambition to build connections between football and wider cultural industries.

PSG Labs Continues to Expand Its Role

As with the Los Angeles activation, PSG Labs will be integrated into the New York programme.

The club's innovation platform will host discussions, workshops and exchanges focused on technology, sports performance and emerging trends. The inclusion of PSG Labs demonstrates how innovation is becoming part of PSG's international brand narrative alongside fashion, entertainment and lifestyle.