Issue
N°9
Studio Nueve
A Parisian Store Bringing Together Football Creatives
Issue
N°9
A Parisian Store Bringing Together Football Creatives
In Paris's 11th arrondissement, Studio Nueve is more than just a store. It is a hybrid space at the crossroads of football, design, coffee, and, of course, creativity. A place designed for those who love football differently, through its objects, its stories, and the culture that surrounds it.
We met with its two founders, Yoann Deminiac and Stéphane Soussan, better known as Souss, to discuss their shared ambition: giving Parisian football a new creative playground.
Football has been part of my life for as long as I can remember. I played from a very young age, but my passion quickly grew beyond the pitch. When I was eleven, my cousin took me to the stadium for the first time, and I discovered the world of the stands. The tifos, the chants, the collective emotion—I instantly understood that something unique was happening up there.
Professionally, I've worked in marketing, particularly in sport. I've had the opportunity to collaborate with clubs such as PSG and Lens, as well as Ligue 1. That experience allowed me to see football from a different perspective: one shaped by creativity, storytelling, and culture.
My relationship with football is quite different. I came to the game relatively late, around the age of twenty. Not through clubs or the stands, but through playing with friends. It quickly became an obsession. No matter the time, no matter the condition of the pitch, I was always ready to play.
I'm an art director by trade. I've spent years working in advertising and creative industries, particularly on sports-related projects for Nike, Adidas, and the European Championship. What drives me is craftsmanship, the gesture, the process, the well-made object.
Studio Nueve offers a carefully curated selection of objects, kits, and creations sourced from around the world
It is Paris's first physical space entirely dedicated to contemporary football culture. Part store, part café, part event venue, Studio Nueve offers a carefully curated selection of objects, kits, and creations sourced from around the world. More importantly, it is a place designed to experience football differently.
Here, watching a match goes far beyond heading to a bar. You can come with your family, grab a coffee, attend a workshop, discover an exhibition, or simply connect with others over a shared passion.
We wanted a space that gradually reveals itself, a place that doesn't give everything away at first glance. The store and café provide the first impression. Then, at the back, a second room opens up new possibilities: screenings, workshops, podcasts, photoshoots, talks, and private events.
That flexibility was essential. We wanted a space capable of adapting to different rhythms, moments, and uses.
Absolutely. Studio Nueve was never intended to be just a store. We want it to be a place of transmission. A child should be able to come here, discover the World Cup, watch a screening of a historic match, or take part in a football-inspired creative workshop.
Football belongs to everyone. Making it beautiful does not mean making it exclusive, quite the opposite.
Because Instagram isn't enough. You can scroll past hundreds of jerseys, objects, and creations online, but you can't touch them, nor can you fully understand their stories. We wanted to recreate that tangible relationship.
Every piece displayed here tells a story, whether it's about a club, a designer, or an artistic vision.
Yes, but in its own way. Paris doesn't have the same visceral relationship with its club that some other cities do. It is a global city, shaped by countless influences, where attachment often extends beyond PSG alone.
That's exactly what makes Paris so exciting: there is curiosity, openness, and a genuine appetite for discovering football cultures from around the world.
Yes, that was essential. I needed to reconnect with something more hands-on. I taught myself woodworking out of passion, almost obsession.
Building the furniture was an extension of our philosophy: bringing craftsmanship into every aspect of the space, right down to its architecture.
Extremely encouraging. We've welcomed an incredibly diverse crowd: collectors, young enthusiasts, parents, children, even grandparents.
That diversity confirms what we had hoped: when football is presented differently, it resonates with a far wider audience than people often imagine.
Yes, and that mattered a lot. We wanted to prove that it was possible to experience a match differently, over coffee, kombucha, or juice, without losing any intensity.
People stayed until the very end. They exchanged ideas, debated, and fully lived the game. It reinforced our belief in the concept.
To build a community of creators around football. We want to collaborate with artists, including those who don't naturally come from the football world. Their perspectives can enrich, challenge, and redefine the game's creative codes.
Children's books, objects, homeware, editorial collaborations—the possibilities are endless.
7 rue Lacharrière, 75011 Paris
Metro Saint-Ambroise (9)
Tuesday-Friday: 12pm — 7pm
Saturday & Sunday: 10:30am — 7pm
