Paris Saint-Germain have been revolutionizing football’s coherence with fashion for a while now, from Dior partnerships to game-changing Jordan collaborations, it’s hard to imagine how the French giants can continue to break boundaries within the space. Yet, somehow, they continue to prevail.
PSG have just unveiled their new flagship store on the Champs-Élysées – 3,983 square feet in space, and double the size of their previous boutique on the iconic avenue.
The move sees the club swap No. 27 on the Paris’ most famous avenue to No. 92 and, similarly to becoming the first European club to open up a store in Korea, this move is a testament to the ever-growing global appeal of the Ligue 1 giants.
As the club’s website states, the new store “embodies the new dimension of the Parisian franchise and the increasing enthusiasm of fans, both in Paris and around the world.”
Further speaking on the new meeting point for aficionados of the club, Fabien Allègre, Brand Director of Paris Saint-Germain, said:
“The opening of Paris Saint-Germain’s new flagship store on the most beautiful avenue in the world is an important marker of the club’s international appeal. This is a historic day for Paris Saint-Germain, and a clear sign that the work put in over the last 10 years is paying off.
The Champs Elysées outlet also marks a new stage in the development of our network of boutiques, with official PSG boutiques being also present in Tokyo, Seoul, Doha and Los Angeles, and others set to open soon.
After the Megastore, this new flagship offers fans a more qualitative experience. In common with the Parc des Princes, it is designed to become a favourite destination for our fans, Parisians, Ile-de-France inhabitants and the millions of tourists who visit Paris every year.”
On the ground floor, a large apparel area – catering for men, women, children and infants alike – welcomes entrees to the flagship store, equipped with all the essential accessories you would expect. In addition, partnering with the up-and-coming Parisian company Wild & The Moon, PSG have created a take-away food area; which offers plant-based, organic and gluten-free food options and other superfood-based recipes suitable for all times of the day. According to the club’s website, this pioneering collaboration ‘signals Paris Saint-Germain’s willingness to move into the health and wellness sectors’. To mark the occasion, the brand is creating 6 new limited-edition drinks, which will be available from January 11.
Moving upstairs, a customization service with tools enabling products to be personalized is also offered.
To celebrate the grand opening, Paris Saint-Germain have unveiled yet another collaboration, this time with graffiti artist CRASH and Tango Hotel. The collection offers hoodies, jerseys, shorts and accessories complete with PSG branding overlaid by CRASH’s vibrant aesthetic.
Saul Cattan, the Vice President of Tango Hotel, said of the collaboration:
“[It] highlights PSG’s position within art, culture and music. While many think of PSG as a football club, we are excited for the opportunity to present them in this new and innovative way.”
