Paris Saint-Germain Flagship Store by oftn studio: A Vertical Plaza of Football, Lifestyle, and Urban Culture in Seoul

Located in the vibrant Gangnam District near Dosan Park, Seoul, the Paris Saint-Germain (PSG) Flagship Store designed by oftn studio reinterprets the global football brand as a layered spatial experience. Completed in 2024, the 660-square-meter, four-story retail and lifestyle destination translates PSG’s Parisian football culture into a contemporary Korean urban context, responding to the club’s strong fan base and cultural influence in South Korea.

Rather than functioning as a conventional retail store, the project operates as a multi-programmed vertical plaza, where architecture, branding, retail, hospitality, and community engagement intersect. Each floor offers a distinct atmosphere and program, encouraging visitors to move vertically through the building much like strolling through the streets and arcades of Paris.

A Vertical Interpretation of Parisian Urban Experience

The central design concept revolves around vertical circulation as an urban journey. Inspired by the diversity and rhythm of Parisian streets, the architects structured the building to deliver different spatial narratives on each level, while maintaining a cohesive brand identity throughout. This approach allows the flagship store to function as both a commercial space and a social hub, strengthening PSG’s presence beyond sports into lifestyle, fashion, and culture.

Ground Floor: Café, Bar, and Public Interface

The first floor serves as the most publicly accessible layer of the building, operating as a café during the day and a bar at night. Flexible lighting systems allow the ambiance to shift throughout the day, supporting multiple uses and social moods. Large windows visually connect the interior to the surrounding street, blurring boundaries between inside and outside and inviting passersby into the space.

With its retro-inspired interior and Parisian pub atmosphere, the café-bar also functions as a venue for PSG match screenings and fan gatherings, reinforcing a strong emotional connection between the club and its supporters in Seoul.

Second Floor: Retail and Football Identity

Dedicated to PSG merchandise and lifestyle products, the second floor draws inspiration from football locker rooms and waiting areas, evoking the anticipation and ritual of the sport. A combination of wooden finishes and metallic elements creates a tactile contrast between warmth and industrial precision, symbolizing the dialogue between heritage and modernity that defines the PSG brand.

This level emphasizes the club’s identity, allowing fans to engage directly with products while experiencing an atmosphere rooted in football culture.

Third Floor: Future-Oriented Flexibility and Collaboration

Representing the future of the brand, the third floor adopts a minimalist architectural language defined by exposed concrete, metal surfaces, and neutral tones. In contrast to the warmer lower levels, this space is designed for adaptability, hosting pop-up collaborations, exhibitions, customization services, and events.

Movable lighting systems, modular display units, and kinetic fixtures allow the interior to continuously transform, supporting evolving content and reinforcing the idea of a dynamic, interactive retail environment.

Fourth Floor: Operational Support and Brand Continuity

The top floor functions as office space, completing the vertical integration of the program. While more private, it remains conceptually connected to the rest of the building, ensuring operational efficiency while supporting the long-term use and evolution of the flagship store.

A Holistic Brand Experience Across Floors

At its core, the PSG Flagship Store by oftn studio is an exploration of vertical brand storytelling. By distributing diverse programs across four levels, the project enables visitors to engage with PSG through multiple spatial, social, and emotional layers, from casual café visits and retail exploration to immersive events and community gatherings.

Designed for longevity and adaptability, the building strengthens the relationship between PSG and its global fan community, positioning architecture as a key medium for brand expression and cultural exchange in an urban retail context.

Project Details

• Project Name: Paris Saint-Germain Flagship Store
• Architects: oftn studio
• Location: Gangnam District, Seoul, South Korea
• Area: 660 m²
• Year: 2024
• Photographs: Yongjoon Choi
• Lead Architects: Jinsoo Kim, Suji Kim, Jinsu Yang

All photographs are works of  Yongjoon Choi