Lancôme X Sephora at the Aya Nakamura concert

Beauty roadshow at the Stade de France

From 29 to 31 March 2026, Choup’s worked alongside the PUZL agency to organise a large-scale event activation at the Stade de France, to coincide with Aya Nakamura’s concerts.

For this project, our ShowStream XL event trailer was fully fitted out to host an immersive experience designed for Lancôme x Sephora. The interior of the vehicle was transformed into a dedicated beauty space with the installation of mirrors and a make-up area, allowing visitors to enjoy a beauty treatment before heading to the concert.

Thanks to its wide side opening, the ShowStream XL naturally encourages interaction with the public. Its open design allows visitors to watch the entertainment in progress, piquing their curiosity and encouraging them to take the plunge. The experience thus unfolds in full view of everyone, creating a real draw around the trailer. This configuration makes it a particularly effective event vehicle for brand activations, roadshows and high-footfall events, where visibility and audience engagement are essential.

This collaboration with PUZL, Lancôme and Sephora once again demonstrates the versatility of the solutions offered by Choup’s for on-the-ground marketing campaigns, promotional tours and brand activations. Whether it’s a festival, a concert, a trade fair or a public event, our trailers and roadshow vehicles can be adapted to suit each project, ensuring a memorable experience for visitors.

The highlights of this event activation:

• A fully customised ShowStream XL
• A beauty activation by Lancôme × Sephora
• An immersive experience devised by the PUZL agency
• A strategic location at the Stade de France
• High visibility thanks to the trailer’s wide side opening
• Direct interaction with the audience before the concerts
• An event vehicle designed for roadshow campaigns
• A premium experience at the heart of a major event