With Its London Pop-Up, Is Paris Saint-Germain Now a Way of life Model?

While PSG as each a membership and a model is rooted in Paris (which undoubtedly bolsters its vogue ambitions), there’s a world outlook to a lot of its work. There are academies the world over, and the membership operates 14 shops globally, from New York and Las Vegas to Tokyo and Hong Kong. This worldwide focus helps clarify the choice to open La Maison in London, and to work with native creatives on the programming. “You need to accept now that culture is global, that’s why we love to collaborate with not only French or Parisian people,” says Allègre. “Here, we will have a poetry session, no other club could do that. To us, it’s natural to highlight the local scene. Being a Parisian is not being born and raised in Paris, it’s about the mindset, it’s about the values as a city. That’s the expression of what we are, as a club, as a brand, as an entity.”

The La Maison pop-up is a brand new idea, however PSG is attempting to emulate success from different elements of the world. Allègre references the membership’s retailer in Los Angeles as a specific instance. “What was really successful was the mix of different communities and people,” he says. “I hope that, with the program that we have this week in London, we will get the same kind of mix — that’s who we are. Paris Saint-Germain is an open family. You’re in it wherever you’re coming from, whatever you’re expecting from the club, on the sports side or the lifestyle side.”

Inside La Maison.

Photo: Courtesy of Paris Saint-Germain

Allègre is eager to emphasize the two-way nature of the fan relationship, one thing that emerged from the membership’s analysis into the following era of soccer supporters. As effectively because the cultural programming, there’s the chance to look at a PSG sport within the area and a wellness focus that pulls on its diet and coaching experience. “We were thinking about how we can give an understanding of what the professional players are using in a training session,” Allègre says, pointing to diet, train courses, and wellness areas. “The idea is to use the methodology and know-how that we have, and try to give it back to our community of fans.”

Giving again to the followers and the group is Allègre’s imaginative and prescient for La Maison. This area is a strategy to showcase the world round PSG, and to present followers a chance to expertise the variety of the membership’s inventive aspect. It’s the identical purpose that PSG is increasing past the soccer world, transferring into vogue, tradition, and life-style. “You cannot retain fans if you have only transactional relationships, pushing them to buy something or pay for an experience,” he says. “It will not work like that. You need to take care of your family.”