Paris Saint-Germain Concludes ‘Ici C’est Paris La Maison’ Residency in London as Global Cultural Brand Strategy Continues.

Roger Hampel

Image: Paris Saint-Germain

Paris Saint-Germain has completed a five-day international residency in London under the banner “Ici C’est Paris La Maison”, reinforcing its positioning as a club operating at the intersection of sport, culture and lifestyle.

Hosted at 14 Cavendish Square from 11 to 15 February, the London activation attracted thousands of visitors and supporters, offering a curated programme designed to extend the club’s identity beyond football competition.

Multi-Disciplinary Brand Activation Paris Saint-Germain

The residency combined elements of sport, fashion, wellness, art and gastronomy, reflecting Paris Saint-Germain’s ongoing strategy of presenting itself as a cultural platform rather than solely a football institution.

The programme included:

• culinary events inspired by Parisian and international influences

• daily fitness sessions, including Pilates, yoga, HIIT and a community run

• an artistic installation by choreographer Wayne McGregor

• live entertainment formats including comedy, poetry and music

• a public watch party of Rennes v PSG attended by more than 100 supporters

“Paris lies at the heart of the Paris Saint-Germain identity. It is a constant source of inspiration that fuels our creativity and our openness to the world. With Ici C’est Paris La Maison London, we bring this identity to life through a place of creation and sharing, designed to connect our international fans with the Parisian universe and art de vivre.” - Fabien Allègre, Chief Brand Officer of Paris Saint-Germain

Retail and Collaboration Ecosystem

The concept store included a selection of collaborative products spanning fashion, accessories and lifestyle goods, underlining PSG’s emphasis on strategic brand partnerships and limited drops as part of its merchandising model. Programming also included workshops focused on poetry and sneaker culture, aimed at engaging younger audiences and reinforcing PSG’s connection with creative and urban communities.

This approach aligns with the club’s broader commercial trajectory, which increasingly integrates collaborations and experiential retail into its international brand expansion strategy.

Strategic Context: Club as Cultural Brand

“Ici C’est Paris La Maison” reflects a deliberate internationalisation model in which Paris Saint-Germain uses temporary global residencies to deepen brand visibility in key markets.

The London event forms part of a broader roadmap that includes future stops in Tokyo, Shanghai, Los Angeles and New York, signalling continued investment in curated international experiences outside France.