The Tamesis
While PSG has its roots in Paris both as a club and as a brand (which certainly enhances its fashion ambitions), much of its work has an international perspective. There are academies around the world and the club operates 14 stores worldwide, from New York and Las Vegas to Tokyo and Hong Kong. This international focus helps explain the decision to open La Maison in London and work with local creatives on programming. “You now need to accept that culture is global, which is why we don’t just like to work with the French or the Parisians,” Allegre said. “Here we will have poetry sessions, no other club can do that. It is natural for us to highlight the local scene. Being Parisian is not about being born and raised in Paris, it is about the mentality, about the values of being a city. This is the expression of who we are as a club, as a brand, as an entity.”
The La Maison pop-up store is a new concept, but PSG is trying to emulate what has been successful in other parts of the world. Alleguer pointed to the club’s store in Los Angeles as an example. “What’s really successful is the integration of different communities and people,” he said. “I hope that with this week’s program in London we can get the same integration – that’s who we are. PSG is an open family. No matter where you come from, no matter what you expect from the club, whether it’s in sport or in terms of lifestyle, you can fit in.”
Alleguer is keen to emphasize the two-way nature of fan relationships, a finding drawn from the club’s research into the next generation of football supporters. In addition to cultural programming, you will have the opportunity to watch Paris Saint-Germain play in the space and focus on health using its nutrition and training expertise. “We’re thinking about how we can understand what professional players use in training,” Allegre said, referring to the areas of nutrition, exercise classes and fitness. “The idea is to take the methodology and expertise that we have and try to give that back to our fan community.”
Giving back to fans and the community is Allègre’s vision for La Maison. This space is a way to showcase the world around PSG and give fans the opportunity to experience the diversity of the club’s creative side. By the same token, Paris Saint-Germain is expanding beyond the world of football into fashion, culture and lifestyle. “You can’t retain fans if you only have a transactional relationship where you force them to buy something or pay for an experience,” he said. “That won’t do. You need to take care of your family.”
