巴黎圣日耳曼 ICP 上海之家

2026年05月14日-2026年05月17日

上海 张园

项目现场

2026年5月，巴黎圣日耳曼（PSG）「ICP上海之家」于上海石库门建筑群限时启幕，标志着这家欧洲顶级足球俱乐部全球巡展的中国首站正式落地。作为PSG在华首次以「体育+文化+生活方式」三维融合的品牌沉浸式体验，项目选址承载海派历史记忆的石库门空间，以巴黎先锋设计语言重构传统里弄，构建中法美学对话的实体场域。

空间设计层面，四大核心展区形成完整叙事：奖杯区以欧冠荣誉陈列制造球迷朝圣感；历史海报展通过经典赛事视觉回溯俱乐部辉煌；概念商店推出上海限定周边，将体育消费在地化；Labubu联名区则以全球首发联名印花与现场球衣定制，精准切入潮流收藏圈层。制作层面，5月14日传奇球星马克莱莱的现身互动，以巨星势能引爆社交传播；免费开放策略配合预约制工坊/大师课，兼顾大众触达与深度体验。

此次「上海之家」不仅是PSG品牌资产的展示窗口，更是国际顶级体育IP以「生活方式策展」切入中国城市文化语境的标杆实践——通过将石库门的历史厚度与巴黎足球先锋精神并置，为体育品牌如何借助建筑保育与跨界联名实现本土化情感连接，提供了极具参考价值的范本。

In May 2026, Paris Saint-Germain (PSG) unveiled the "ICP Shanghai House" within Shanghai's Shikumen architectural complex, marking the China debut of the European football giant's global touring exhibition. As PSG's first immersive brand experience in China fusing sports, culture, and lifestyle, the activation selected heritage Shikumen space as its canvas, reconstructing traditional lanes through Parisian avant-garde design language to build a physical realm of Sino-French aesthetic dialogue.

Spatially, four core zones construct a complete narrative: the Trophy Zone creates fan pilgrimage moments through Champions League honors; the Historical Poster Exhibition traces club glory through classic match visuals; the Concept Store launches Shanghai-exclusive peripherals, localizing sports consumption; while the Labubu Collaboration Zone targets trend collectors through globally debuted co-branded prints and on-site jersey customization. Execution-wise, legend Claude Makélélé's appearance on May 14 ignites social virality through star power; free admission paired with reservation-only workshops balances mass reach with depth.

Beyond a brand asset showcase, this "Shanghai House" serves as a benchmark for international sports IPs penetrating Chinese urban culture through "lifestyle curation"—juxtaposing Shikumen's historical gravitas with Parisian football avant-garde spirit, offering a referential paradigm for how sports brands can achieve localized emotional connection through architectural preservation and cross-sector collaborations.

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