Spreading its influence far and wide, Paris Saint-Germain has opened a new iconic boutique in Seoul, South Korea, following the opening of its first outlet in the country in 2019. To celebrate the opening, Over The Pitch has created a special jersey that will be worn in this weekend’s fixture against Reims.
PSG’s global influence continues to grow, and following the milestone of being the first European club to open a store in Korea back in 2020, and the opening of their most recent flag ship store in New York in 2022 (joining Miami, Las Vegas, and Toronto in North America, three stores in Tokyo, and one already in Seoul, London, and Doha), they’ve now opened a new flagship store in Seoul. The store is set to strengthen ties with an increasingly large fan community by offering them unique experiences, including special edition drops, of which two have already been released to celebrate the event.
The new flagship store spans three levels, including a café space where visitors can dine while exploring exclusive collections and items showcasing the club in pure, culturally inspired South Korean-themed spaces, while the top floor of the building houses a special VIP space.
A private inauguration event for local influencers took place on 8 March, providing a unique moment between the club and several personalities, including one of the most iconic legends of the club, Jay-Jay Okocha. Okocha said of the new store: "It's a pleasure to be in Seoul with Paris Saint Germain to meet and experience great moments with Korean fans. The club continues to grow in the hearts of international fans, and the inauguration of this new store will further ignite the passion for PSG in Korea.”
The Parisian Club’s flagship store opened its doors for the first time in Seoul, Korea with an opening event on 10 March, 2024. To celebrate and commemorate the opening of the three storey café/bar and retail store, the Club will be taking the field wearing a specially designed Korean name and number set by creative studio Over the Pitch.
Over the Pitch has been in official partnership with PSG since 2020, and have been an integral part of increasing the Club’s awareness and popularity for 4 seasons in Korea. The decision to to open a flagship store in Korea highlights the Club’s desire to provide a more intimate experience as they continue to strengthen their bond and interaction with Korean fans.
The official flagship store consists of three floors and will provide a variety of experiences to visiting fans by giving each floor its own unique characteristics. The first floor of the store is a café and bar space, offering specially designed food & beverage menu items.
The second and third floor operates as a store, inspired by the motif of Parc de Princes stadium locker room and architectural textures featuring product ranges from Nike, and exclusive PSG items available only in Korea designed by creative studio Over the Pitch.
“We are feeling PSG’s popularity in Korea,” said Sébastien Wasels, PSG’s Asia Pacific Managing Director. "Although the Club’s popularity might seem recent, PSG has been establishing relationships with various partners in Korea such as Over the Pitch.
“Korea is one of the important strategic markets for PSG, and the flagship in Seoul is believed to play a very important role in PSG’s further growth not only in Korea but also in Asia,” he said.
The special Name and Number set is themed around the traditional Korean genre of painting called ‘Minhwa’, which symbolises longevity, happiness, honour, and prosperity. Among these, ‘Morando’ symbolises prosperity and wealth that was used to refer to kings in Korea’s past. The font is inspired by the beautiful architecture of Paris, blended by the two cultural elements expressed through the Korean alphabet. The special print will be available at the new Flagship and web shop.
This special jersey is scheduled to be worn on the pitch by the Club during Round 25 match of Ligue 1 taking place this weekend.
The exclusive PSG x Over The Pitch jersey is available for purchase on store.psg.fr and in Paris Saint-Germain stores starting from 8 March, 2024.
