haley erickson partnered with ICP Studio and Paris Saint-Germain to design immersive sponsor dinner concepts that positioned the club as a global cultural tastemaker beyond sport.

she developed the experiential strategy and thematic narratives for each event, ensuring every touchpoint reflected PSG’s brand pillars.

her work included building sponsor integration frameworks, naming systems, taglines, and moodboards for a scalable event franchise across 20+ potential activations.

This approach created a repeatable ecosystem of experiences where brand, partners, and culture were tightly choreographed around a unified narrative.