Paris Saint-Germain Brings “La Maison” Concept to Shanghai in New Cultural Activation.

Roger Hampel

Image: Paris Saint-Germain

Paris Saint-Germain completed another international edition of its “Ici C’est Paris La Maison” concept this week, bringing a multi-day lifestyle and cultural activation to Shanghai’s historic Zhangyuan district between 14 and 17 May.

The project formed part of PSG’s broader international expansion strategy built around fashion, culture, entertainment and experiential fan engagement beyond football itself.

PSG Continues Positioning Itself Beyond Traditional Football Branding Paris Saint-Germain

La Maison Shanghai was designed as an immersive environment combining football, fashion, gastronomy, gaming and cultural programming inside a temporary PSG-branded destination.

The activation included trophy exhibitions, exclusive fashion collaborations, gaming and VR experiences, workshops with local creatives and culinary programming developed with chefs and hospitality brands from both France and China.

Image: Paris Saint-Germain

Club legend Claude Makélélé also appeared during the opening activities, strengthening the connection between club heritage and local fan engagement. The event continued PSG’s strategy of presenting itself less as a traditional football organisation and more as a broader lifestyle and cultural brand operating across multiple consumer categories.

Shanghai Activation Combined Global Branding With Local Culture

A key aspect of the project was its localisation strategy. The activation integrated collaborations with Asian fashion and creative brands, including PHANTACi by Jay Chou, Balansa and Fanatics China, while also incorporating Shanghai-based culinary and artistic programming.