Philly's French connection gets a World Cup boost

State of play: It's a French takeover in the "Frenchest American city," with the country's influence on display throughout its dining scene, architecture and culture.

• Philly's French Quarter — stretching from 17th to 19th streets between Sansom and Walnut streets — welcomed a surge of visitors ahead of Monday's World Cup match between France and Iraq.
• Restaurants rolled French-inspired menu offerings and experiences to cater to tourists, while fans scrambled to area shops trying to get their get their hands on their favorite players' jerseys,
• One lucky Philly kid will walk onto the pitch hand in hand with Mbappé before Monday night's kickoff.

Between the lines: Pennsylvania tourism officials strategically pitched Philadelphia as a destination for French fans, marketing the city's Michelin-star food and highlighting France's role as an ally during the American revolution.

• So far it's working: Bookings were 59% in June, per industry estimates.

Driving the news: After scoring twice against Senegal in France's opening match, Mbappé became France's all-time leading goalscorer.

• And he's just two goals shy of tying Argentina's Lionel Messi and Germany's Miroslav Klose for the World Cup record of 16 goals.
• The 27-year-old could eventually stand alone atop the international scoring chart as this tournament is widely expected to be Messi's last, while Mbappé is likely to have another World Cup run ahead of him.

Zoom in: Rittenhouse Square felt extra Parisian this weekend.

• Little girls played hopscotch while a dreadlocked accordionist worked through a medley ranging from Eminem's "The Real Slim Shady" to Andrea Bocelli's "Con Te Partirò."
• Diners packed Parc's sidewalk tables as couples strolled arm in arm through the square.
• Others — decked out in their favorite World Cup jerseys — carried shopping bags, walked their dogs and spooned gelato, soaking up the warm afternoon.

On Walnut Street, fans flooded Mitchell & Ness' soccer pop-up, where sales have jumped about 50% since the World Cup began, sales associate Carlos Delgado tells Axios.

• The store quickly sold out of most of its Brazil gear but still had plenty of France merch in stock.

"It's going to keep getting crazier and crazier," Delgado said between ringing up customers.

Zoom out: The French flair extended beyond Rittenhouse Square.

• The Four Seasons' Match Room, an elevated sports lounge on the hotel's 59th floor, has become a hot spot for fans looking to pair matches with fine dining.
• The restaurant also introduced a tableside caviar cart, marketing director Lisa Tareila tells Axios — its way of meeting "demand with experiences that feel both global in spirit and distinctly local."

The bottom line: When in Philly, do as the French do: Allez les Bleus!

Editor's note: This story has been corrected to show the Four Seasons' Match Room is on the hotel's 59th floor (not 58th).