From the moment the PSG House opened its doors, the immersive space quickly became a mainstay on the iconic Melrose Avenue and a cultural hub for local Los Angelinos and fans alike to discover French culture and step into the universe of Paris Saint-Germain through exclusive collaborations, interactive fan-zones and community programming.
By the Numbers: Paris Saint-Germain’s Growing American Fanbase
A key pillar of the club’s global expansion strategy to drive U.S. growth and fandom, the PSG House did just that. With over 1,000 passionate fans visiting daily across the ten-day pop-up, the enthusiasm for the PSG House in Los Angeles reached extraordinary levels – further fueling the affinity for the Paris Saint-Germain brand and its star roster of players.
Sold Out Community Programming Surpassed Expectations and United U.S. Fans
Designed as a cultural and experiential destination for the public to congregate and experience the Paris Saint-Germain brand in a fun and engaging way, the PSG House hosted several unique and exclusive experiences as part of its daily programming. Throughout the pop-up's duration, Paris Saint-Germain hosted a series of community events – such as the Football for Her workshop, fitness and dance classes, wellness sessions, DJ sets, comedy nights, masterclasses with CrowdIQ, Miramax and watch parties for the matches against Atlético Madrid, Botafogo and the Seattle Sounders. Each session sold out, demonstrating the strong Stateside appetite for Paris Saint-Germain’s unique fusion of sport, culture, and lifestyle.
Celebrity Appearances and Exclusive Collaborations Celebrated the Intersection of Football and Fashion
The PSG House served as a hub to welcome club legends like Claude Makélélé, Gregory van der Wiel, and Javier Pastore, who all celebrated the opening days by engaging with fans. Current Paris Saint-Germain players made surprise appearances alongside fans and US-based PSG supporter clubs, creating impromptu meet-and-greet opportunities as everyone explored the PSG House together. The House also drew celebrity appearances from NBA superstars Kevin Durant and Jimmy Butler, who joined fans to celebrate their co-branded collaborations at the PSG House.
Featured partnerships included “From DC to Paris,” a premium capsule collection honoring Kevin Durant’s Washington D.C. roots and Paris Saint-Germain’s Parisian identity, as well as Big Face Coffee, Jimmy Butler’s brand that was available at the PSG House alongside exclusive merch. Special collaborations including PSG x MLB and PSG x NFL jerseys sold out within days of release. Other popular co-branded collaborations at the PSG House included PSG x The Weeknd’s XO Brand, PSG x Steven Harrington, PSG x Nike Re-Creation, PSG x Dreamville, PSG x The Alchemist and more.
Expanding U.S. Presence as the Club of the New Generation
Paris Saint-Germain’s success in Los Angeles builds upon years of strategic community development in the broader United States. The club has cultivated a network of 18 official PSG Fan Clubs and PSG Academies in 7 US states – both integral parts of the Paris Saint-Germain lifestyle that foster organic growth in local communities and honor young talents. As the Club of the New Generation looks ahead, growing the United States presence will continue to be a strategic priority – particularly knowing that American fans live and breathe sports and culture.
“The energy and passion we saw from American fans at the PSG House in Los Angeles serves as a springboard to further establish Paris Saint-Germain as a global leader in sports as well as the club’s culture of art, fashion, community initiatives and entertainment,” said Fabien Allègre, Chief Brand Officer of Paris Saint-Germain and Vice President of PSG for Communities. “The enthusiasm for Parisian culture and world-class football in the United States reinforces our mission to continue growing our club as a global lifestyle brand that transcends sport.”