Ahead of Paris Saint-Germain's Club World Cup match against Atletico Madrid at the Rose Bowl, the European Champions are hosting an experiential pop-up on Melrose Avenue. From June 14 through June 23, fans can experience the immersive cultural hub celebrating fashion, fandom and football all in one place. While the event promises to bring a taste of the Parisian sports lifestyle to L.A., fans can also expect a line up of activations including an Augmented Reality photobooth, wellness lounge and retail station.
Los Angeles football fans are gearing up for the club's debut at the FIFA Club World Cup's first all-European meeting at the Rose Bowl in Pasadena on Sunday, June 15. While they prepare for the big game, they can immerse themselves in the world of Paris Saint-Germain.
"We hope fans will enjoy all the kinds of styles that we try to deliver over the two weeks," Fabien Allègre, the club's Chief Brand Officer, said.
"We have special collabs, and it's like really who we are as a brand and we're trying to make it like L.A. style."
In the heart of WeHo, Paris Saint-Germain is bringing the energy with a massive 16,000-square-foot pop-up packed with interactive zones and photo-worthy moments. Step inside to explore everything from a VR photo op and wellness space to a playful kids zone with games. Fans can get up close (digitally, of course) with PSG players and peep replicas of the club's four championship trophies from this season. Guests can also grab a cup of coffee and treats at Rwanda x BigFace, the coffee-tasting corner and all-day café on sight.
Upstairs, the rooftop transforms into a city-style soccer pitch perfect for kicking back—literally. On the sidelines? Food trucks, merch drops, and a sneaker customization station featuring PSG's latest collabs. Bonus: the pop-up will also host future events like comedy nights, match-day watch parties and more.
To build a project that resonates with both iconic cities, the brand collaborated with multiple partners who have their finger on the pulse of art, culture, entertainment, food, and fashion. L.A.-based pop-art artist Steven Harrington designed a collector's poster to commemorate the June 15th match against Atlético Madrid, blending urban art with a love for football. Another featured artist in the PSG House is Mallory Tolcher, who comes from a background in sports and athletics. She created several art pieces for the space, with a standout being a lace soccer goal suspended from the ceiling of the lounging area. The piece is both delicate and strong, evoking the spirit of sports culture in both L.A. and Paris.
"My work always leans toward a more feminine perspective," Tolcher said.
"Growing up as an athlete but not feeling like I had a place within sports culture, I eventually stepped away from it altogether. Now, approaching it as an artist, I want to bring in those softer aspects you don't normally see in sports."
Now this still is Melrose, so expect to shop 'til you drop! Streetwear enthusiasts will have first access to limited-edition PSG merch and exclusive collaborations including Savoir Faire, The Weeknd, New Era, Alchemist and more. A highlighted collection that we think will be going home with fans is the Kevin Durant capsule collection, which features a premium varsity jacket created with Trajectoire Studio x Stan Birch, collectible basketballs, luxury travel items co-designed with Au Départ, and a limited-edition PSG jersey.
The PSG House pop-up is free to attend and open to all fans looking to experience the intersection of global football culture and L.A. cool. Programming runs through June 23, with a fresh lineup of can't-miss events still to come.
PSG House Los Angeles, 8175 Melrose Ave., L.A., 90046; open now through Monday, June 23 from 10 a.m. to 7 p.m.
