When we heard Paris Saint-Germain wanted to bring a slice of the French capital to London, we knew a standard pop-up shop just wouldn’t cut it.
That’s why the “Ici C’est Paris La Maison” was the encapsulation of the brand’s lifestyle ethos and we helped them take over a grand, four-story townhouse at 14 Cavendish Square to transform it into a living, breathing embassy of Parisian culture.
The space itself was the intersection of elite sport, high-fashion, and “art de vivre”. People – 6,000 of them over the course of less than a week – didn’t just observe the brand, they were immersed in it.
From the moment fans stepped off the Marylebone streets, they were hit with a multi-sensory experience. From the ground floor Training Room to the Ici C’est Paris Café (serving up the kind of patisserie and coffee that makes you forget you’re five minutes from Oxford Street). Next door there was the Sneaker Lab and PSG Concept Store, dropping exclusive, limited-edition collaborations through the week.
By the time guests hit the second-floor Lounge, they were treated to a revolving door of DJs, cultural talks, and workshops that kept the energy high from morning until night.
We saw the story dominate the lifestyle and sport feeds, with coverage everywhere from full-pages and stand-out features across The Observer, CITY AM and Vogue Business alongside football titles from Goal.com and Joe.co.uk to lifestyle media including The Everyday Man and Versus.
The five-day cultural takeover that proved while the club might be rooted in Paris, its heart and its “Maison” can be pop-up anywhere in the world.
