Paris Saint-Germain to open immersive cultural hub in central London this February

Paris Saint-Germain (PSG), the prominent French football club, will be opening a temporary cultural hub at 14 Cavendish Square in Marylebone from 11^th to 15^th February. The pop-up, titled Ici C’est Paris “La Maison”, is designed to introduce the club’s creative universe to the British capital, blending elements of sport, culture and Parisian lifestyle. It will be free to the public and aims to provide a diverse range of experiences across four floors of a traditional London townhouse.

The launch is part of PSG’s ongoing strategy to expand its presence beyond football and into the broader spheres of art, fashion, music and gastronomy, following similar initiatives in Los Angeles and Doha that reflect the club’s ambition to offer immersive brand experiences in major cities worldwide. The club, which became the first non-British sports association of its kind to open an official store in London in 2023, is using the event to further engage its international fanbase and showcase its identity.

Ici C’est Paris “La Maison” will feature a variety of activities and spaces. On the ground floor, visitors will find the Training Room where sessions will be held that reinterpret elite pre-game rituals through movement, breath and recovery. Activities will include Run Club warm-ups, high-intensity training and yoga classes for all ages and abilities. The Culture Lab will also present an immersive art installation focused on movement. Meanwhile, the first floor will house the Ici C’est Paris Café, serving coffee and patisserie inspired by Parisian traditions, alongside a concept store and Sneaker Lab, which will offer exclusive collaborations and limited-edition merchandise. The second floor, dubbed The Lounge, will host a rotating programme of DJs, musicians, artists, talks and workshops covering music, design, art, comedy and poetry. And finally, for those seeking a more exclusive experience, the third floor will present a registration-only tasting room, featuring private dining events with menus created by chefs from both the UK and France.

Fabien Allègre, chief brand officer of Paris Saint-Germain, commented: “Paris lies at the heart of the Paris Saint-Germain identity. It is a constant source of inspiration that fuels our creativity and our openness to the world. With Ici C’est Paris “La Maison”, London, we bring this identity to life through a place of creation and sharing, designed to connect our international fans with the Parisian universe and art de vivre.”

Access to most events is on a walk-in basis, though some experiences require prior registration. The full programme and additional information are available on PSG’s official website.

Food Desk

Ici C’est Paris “La Maison” is on from 11^th until 15^th February 2026 at 14 Cavendish Square, London W1G 9DB. For further information or to book for the registered events, visit here.