May 28 – Paris Saint-Germain are returning to LA with their Ici C’est Paris: La Maison concept and opening a similar experience in New York in June to co-incide with the World Cup.
Designed as immersive and cultural social, La Maison promotes the Parisian ‘art of living’ through immersive experiences combining sport, music, fashion, art and gastronomy.
The Los Angeles site (June 11 to 14) will see a return to the Hollywood Athletic Club, where it was located during last year’s Club World Cup, and will feature exclusive collaborations, live programming, a café and concept store, and interactive experiences spanning sport, wellness, and entertainment.
The New York site (June 17 to 21) will be a takeover of Union Square with a NYC-inspired approach rooted in urban culture and artistic expression alongside the café and concept store, and interactive experiences including sports and creative activities adapted to all ages in the Playground, a living space with video games, Formula 1 simulators, Spikeball, or an Art & Drawing area.
Both sites will feature a trophy room, where the titles won by Paris Saint-Germain in 2025 will be displayed, as well as the PSG Focus Studio, which will offer an immersive experience with Rebalance technology, used by the Club’s players to optimise their recovery.
Contact the writer of this story at [email protected]