Michelin steps on the gas with Choup's

Since May 2025, Michelin has been touring Europe's biggest mountain biking events with a RoadShow unit designed by Choup's.

This tour, which is still ongoing and scheduled to run until October, is being conducted in collaboration with the IEVENT agency. It allows the brand to get closer to its community of enthusiasts by going directly to meet them, on the ground, at the heart of competitions and specialised festivals.

Our ShowRoom XL was selected for this large-scale operation. It was a strategic choice: this mobile space offers a strong visual impact, optimal modularity and comfort suited to demanding outdoor environments. Michelin left nothing to chance. The unit was fully customised: interior and exterior covering, terrace cladding, personalised panels... And for the first time at Choup's, shade sails were installed on the roof, creating a shaded rooftop space that is as aesthetic as it is functional.

Another technical innovation: one of the doors has been modified to incorporate custom-made glazing, bringing more light into the trailer and accentuating the feeling of openness. This attention to detail perfectly reflects Michelin's premium and innovative image.

At each stage of the tour – in France, Germany, Spain, Belgium and Italy – the ShowRoom XL played a key role:

• welcome point
• product presentation area
• meeting area with the public

And to complete the picture, a driver who is passionate about cycling accompanied the project on the road, contributing both his technical expertise and his knowledge of the cycling world.