Since the arrival of QSI at Paris Saint Germain in 2011, the luxury world has served as a significant source of inspiration for the owners. However, with the addition of Lionel Messi to the team, PSG is taking its “luxification” to a whole new level. This is evident in the film introducing the superstar, where he unapologetically embraces the codes of luxury. Let’s delve into four key points that help decode this luxurious transformation:
1. The film’s title, “PSGXMessi: A new diamond in Paris,” holds symbolic meaning. The use of the “X” represents a collaboration between two prestigious brands – PSG and Messi – in line with the modern concept of luxury. The phrase “a new diamond in Paris” pays homage to Place Vendôme, a prestigious square in Paris known for its association with international luxury.
2. The film strategically highlights the brand codes of PSG. From logos to architectural elements of the Parc des Princes stadium, references to iconic players, and even the staging of the flagship store, the film creates a spectacle of PSG’s brand identity. Additionally, nods to the Cannes red carpet and the enigmatic signature “Ici c’est Paris” (Here is Paris) further reinforce the brand’s luxury positioning. The locker room is also portrayed as a sanctuary of wonders, adding to the overall allure.
3. The film incorporates Masonic codes, positioning Messi as the grand architect of the PSG brand. He is depicted as the central figure, from the locker room to the field, accentuating his importance and influence within the team. This Masonic reference adds an extra layer of mystique and prestige to the narrative.
4. The staging of the film is carefully crafted to establish a sense of status and luxury. It draws inspiration from the spirit of Hermes, the god known for his agility and eloquence. Through hypnotic tracking shots, enchanting Hollywood music, and the final scene on the mesmerizing rooftops of Paris, the film creates a seamless convergence of symbols and visuals.
After a decade of hard work and the addition of Lionel Messi, the PSG brand no longer hides. It confidently asserts itself as a true luxury house. This film is a testament to the transformation, proudly declaring that here is Paris and here is the new standard of luxury.
Useful Links:
1. Official PSG Website
2. Place Vendôme Website
