From Tokyo to Paris, via London, Doha, Shanghai, Los Angeles and New York, Ici C'est Paris La Maison introduced growing international audiences to the Club's cultural universe, reaffirming Paris Saint-Germain's ability to showcase the Parisian art de vivre while strengthening connections with its communities around the world.
An immersive journey through the Club's cultural universe
Designed as places to meet, create and connect, each Maison offered a free programme open to all, inviting visitors to experience the many dimensions of Paris Saint-Germain beyond football :
· Fashion, through exclusive collaborations with leading designers, including George Esquivel in Los Angeles, Pièces Uniques in Tokyo and Shanghai, and Walk in Paris in London.
· Art, through original installations and exhibitions, including Sir Wayne McGregor's immersive installation in London and collaborative murals by Le Bilce presented in Tokyo, Shanghai and Paris.
· Music, with a programme of DJ sets and live performances featuring artists such as MYD, Bas, Lolo Zouaï, Wamen, Psychic Fever and Kiddy Smile.
· Comedy, with dedicated Comedy Nights showcasing local talents including Tatty Macleod and Paul de Saint Sernin.
· French gastronomy, through exclusive culinary experiences imagined by 27 guest chefs, including Bistrot Paul Bert, Alexis Bijaoui, Matthew Ryle, Antoine Villard, Benoît Castel and La Brûlerie de Belleville.
· Wellness, with 94 training sessions ranging from yoga and Pilates to sound healing and community runs, all led by professional coaches.
With 46 masterclasses and workshops organised throughout the tour, Ici C'est Paris La Maison also established itself as a platform for dialogue and inspiration. At the heart of this programme, PSG Labs, the Club's innovation platform, curated a series of talks bringing together entrepreneurs, creatives and industry experts to discuss topics such as artificial intelligence, innovation, creativity and performance, offering visitors a unique opportunity to engage with those shaping the industries of tomorrow.
A global platform for creative collaboration
Across all seven destinations, 106 artists, designers, creators and cultural figures collaborated with Ici C'est Paris La Maison to create original experiences that blended the Club's Parisian identity with each city's local creative scene, making every Maison a unique reflection of its host destination.
Among the highlights of this inaugural season were exclusive collections created with Pièces Uniques, Walk in Paris, Awake NY, Fuerza Regida, the new PSG x XO collection developed with The Weeknd's label, as well as collaborations with Taiwanese C-Pop icon Jay Chou. Visitors also discovered exclusive creations including the Labubu jersey customization unveiled in Shanghai, and the Nike Re-Creation x Defective Garments capsule first introduced in London before travelling to New York and Los Angeles. Throughout the tour, the bespoke creations developed by Studio La Pieuvre became one of the signature experiences of Ici C'est Paris La Maison before being showcased in Paris.
Alongside these collaborations, numerous local artists and creative talents helped shape each edition. Highlights included traditional bonsai master Tradman's Bonsai in Tokyo, while London-based artist James Massiah hosted a poetry evening alongside a creative writing workshop for young audiences in partnership with the London Writers Centre.
Looking ahead
Building on the success of its inaugural international tour, Paris Saint-Germain is already preparing the next season of Ici C'est Paris La Maison, with the ambition of continuing to showcase its cultural universe while connecting with its global communities through new destinations and experiences.
This ambition is shared with Atout France, which recently became the Official Partner of Ici C'est Paris La Maison as part of a three-year strategic partnership designed to strengthen France's appeal as a destination for international travellers.
