Ici C’est Paris La Maison London
📍14 Cavendish Square – London, United Kingdom
📅 11–15 February
🕙 10:00am–6:00pm
🎟️ Free admission – selected experiences available by prior registration
To mark Ici C’est Paris – La Maison London, the London public will be able to discover a curated selection of pieces from the new PSG Limited series, presented exclusively at La Maison. Launched in 2020, PSG Limited is a series of exclusive, ultra-creative collaborations that challenge conventions and have positioned Paris Saint-Germain as a pioneer in the lifestyle space.
Blending 1970s influences, 1990s hip-hop and contemporary streetwear, Walk in Paris defines itself as a modern, engaged creative collective with a strong visual identity. For Paris Saint-Germain, the label has designed a capsule collection featuring a varsity jacket, a T-shirt, a scarf and its signature beret-cap.
Founded in Paris by designer Clémence Cahu, CAHU operates in the “accessible luxury” segment and is known for its clean design, signature use of PVC, limited-run productions and selective distribution. This all-over edition — a first for the brand — marks the launch of CAHU’s very first unisex model, designed for a nomadic, versatile urban lifestyle.
A maison specialising in embroidered fashion accessories that combine elegance, humour and poetry, Macon&Lesquoy revisits the traditional craft of bullion embroidery with a bold, contemporary approach. For Paris Saint-Germain, the brand has created an exclusive collection inspired by football culture, the Club’s UEFA Champions League victory and a playful tribute to the City of Light. Each handcrafted brooch is produced in a limited edition, designed to adorn scarves, beanies or jackets.
Paris-based Franco-Dutch artist Pieter Ceizer deconstructs letterforms to create playful, precise typographic sculptures. For PSG Limited, he offers his own interpretation of the Paris Saint-Germain logo through a typographic steel landscape, available in red, two shades of blue and two shades of gold. A celestial backlight illuminates the composition from behind the Eiffel Tower, while the signature “Ici C’est Paris” flows seamlessly through the artwork. The use of steel gives tangible, almost living form to the typography, echoing the ideas of glory, victory and pride that inspired the artist following the Club’s historic UEFA Champions League triumph.
Conceived as a space for discovery and personal expression, the Concept Store features an embroidery station developed as part of the Paris Saint-Germain x From Future collaboration, enhanced by the expertise of Savoir-Faire Paris, alongside a customisation workshop imagined with Paris-based Atelier La Pieuvre, inspired by London’s creative energy. An exclusive collection brings together Victorian-inspired typography and a graphic reinterpretation of the Union Jack, allowing visitors to create unique, personalised pieces. The London Sneaker School completes this offering with personalised sneaker sales and customisation workshops. La Maison also presents, in exclusivity, 50 limited-edition skateboards, each featuring an original poem signed by James Massiah.
The Concept Store also showcases several of the Club’s most emblematic collaborations, including Paris Saint-Germain x XO, the lifestyle collection born from the meeting between Paris Saint-Germain and The Weeknd, Paris Saint-Germain x Stanley 1913, and Paris Saint-Germain x Astro Boy, with a sculpture created in collaboration with Leblon Delienne. An original Art Toy by Edgar Plans, blending his distinctive visual universe with that of Paris Saint-Germain and Kevin Durant, is also on display. La Maison also presents an exclusive run of 50 limited-edition skateboards, each featuring an original poem by James Massiah.
Open to the public throughout the day, La Maison offers an experiential journey inviting visitors to move freely between sporting activities, artistic installations, cultural moments and spaces for social connection, from morning through to evening.
From the moment they arrive, visitors are welcomed into The Culture Lab, an interactive installation conceived by Sir Wayne McGregor CBE, a leading artist and contemporary choreographer, and inspired by his 30-year archive. Created specifically for La Maison London using three decades of archives, this immersive installation explores movement as a universal language, at the intersection of art, technology and the body. At the heart of the experience is AISOMA, an artificial intelligence tool that captures visitors’ movements in real time, analyses them and transforms them into original sequences projected throughout the space. Inspired by the power and intensity of Paris Saint-Germain athletes, participants become co-creators of a living artwork, which they can later save and share via an online platform.
Alongside this, La Maison hosts a sports and wellbeing programme in the Training Room, accessible by registration and designed as a moment of reconnection with the body. Offered throughout the day in collaboration with partners such as Stanley 1913, the sessions follow a gentle and progressive approach, combining physical activation, mobility, breathing and grounding practices. From HIIT and yoga classes to breathwork and meditation, the programme invites visitors of all ages to engage at their own pace, with dedicated formats including Kids Yoga, Teens Yoga and Family Yoga. Occasional group experiences, such as guided runs and a 5k practice run, further enrich this inclusive approach to movement.
This focus on wellbeing continues with the Beyond Wellness Lounge, an immersive recovery experience combining guided breathing, vibrations and sensory stimulation. Used by the Paris Saint-Germain men’s team as part of their training and recovery routines, the Rebalance technology is available to the public through individual 30-minute sessions, by registration, illustrating the Club’s commitment to innovation and performance at the highest level.
The journey continues through Parisian art de vivre with the Ici C’est Paris Café, conceived as a true social hub. Inspired by Parisian savoir-faire, it offers a curated coffee and pastry experience featuring a selection by La Brûlerie de Belleville, in partnership with Visit Rwanda. Open throughout the day, the Café also transforms into an evening venue, hosting DJ sets, intimate concerts and themed events.
Designed as the cultural heart of La Maison, The Lounge hosts a rich and eclectic programme bringing together music, performance and conversation. A listening lounge with curated playlists, a vinyl bar, a Formula 1 simulator on the Silverstone circuit and an immersive virtual-reality experience presented by beIN invite visitors to explore a wide range of contemporary creative expressions. Paris Saint-Germain’s trophies won in 2025, including the UEFA Champions League, are also on display, placing the Club at the centre of La Maison’s cultural narrative. Throughout the week, the space comes alive with key moments such as a Comedy Night, a concert by Charlie Jeer, and a poetry evening led by James Massiah under the theme “Parisian attitude, London address.”
Learning and creativity also play a central role, with initiatives designed for younger audiences, including the Cavendish Young Persons Poetry Workshop, created in collaboration with the London Writers Centre, as well as trainer customisation workshops led by the London Sneaker School.
This commitment to creating spaces for connection and exchange continues through more intimate formats, conceived as suspended moments bringing together gastronomy, conversation and art de vivre. Tastings, culinary experiences and exclusive encounters shape this registration-based programme, designed as a time for discovery and conviviality.
Among the highlights, the French Touch Breakfast, taking place on Wednesday 11 February, and imagined by DJ Myd alongside French chef Alexis Bijaoui, offers a contemporary reinterpretation of the English breakfast, where music, conversation and conviviality come together in a distinctly lifestyle-driven spirit. Additional culinary moments will further extend this approach, developed in collaboration with brands and key figures from the gastronomic scene.
Paris Saint-Germain in the United Kingdom
First non-British sports club to open an official store in London, in September 2023
150 members of PSG Club London, founded in 2008
14 PSG Academy training sites across the UK, with 1500 registered players this season