The PSG Café is Paris Saint-Germain’s first permanent food and beverage concept, opened on the Champs-Élysées in March 2026. Conceived as a new expression of the Club beyond football, it extends PSG’s lifestyle universe into hospitality and contemporary Parisian café culture.

As a design consultant, I contributed to the concept, visual direction and development of the experience, exploring how PSG’s identity could translate into a distinctive hospitality environment.

The challenge was to retain the strength and recognition of the brand while moving beyond conventional football codes. I helped shape a visual language balancing PSG’s identity with a more refined, contemporary and lifestyle-driven approach.

The result is a new everyday expression of the PSG brand, designed for supporters, Parisians and international visitors alike.