Paris Saint-Germain

The Paris Saint-Germain Megastore at Parc des Princes had a two-story footprint but a one-story problem: fans shopped the ground floor and never made it upstairs. Revitalizing the flagship meant giving them a reason to climb, turning an underused upper level into a destination and a routine shopping trip into a fan experience. Paris Saint-Germain wanted flagship retail that puts fans inside the club, not standard sports-store shelving. Every location had to feel local to its city while holding one global brand identity.

Working with Lids, we redesigned the customer journey around one irresistible pull: an illuminated swoosh that draws fans to a replica team tunnel, through the club's red and blue lighting, and out onto real turf at Parc des Princes. The upper level rewards the climb with digital holoboxes, a virtual goalkeeper game, and customization zones, with flexible fixtures ready for events and launches.

The upper level went from pass-by space to the heart of the store, and the design earned a 2025 Outstanding Merit Award from the Retail Design Institute for its signature moments, customer journey, and technology.