Sephora Launch – Victoria Square, Belfast
When global beauty brand Sephora officially launched in Belfast’s Victoria Square, it quickly became one of the most talked-about retail openings the city has seen. Media coverage highlighted the scale of the turnout, with long queues forming well before doors opened.
AXL was appointed by INCA Productions to deliver the full audio and communications package across both the in-store and outdoor launch activity over a multi-day period.
The Brief
This was a high-energy retail launch operating across two distinct environments:
Inside the store – focused on customer experience and announcements
Outside the store – DJ-led activation, hosted moments, and crowd engagement
The technical setup needed to be flexible, reliable, and carefully balanced. Indoors, audio had to be discreet but powerful. Outdoors, it needed to carry confidently to a crowd that at one point stretched to almost 1,000 people in the queue.
Our Solution
In-Store Audio – Discreet but Powerful
Inside Sephora, the system had to blend into a premium retail environment while still delivering impact. We installed a compact L’Acoustics X8 speaker system on round-base stands, powered by an LA8 amplifier and controlled via a Behringer X32 Rack digital console.
The aim was simple: enhance the atmosphere without overwhelming the retail experience.
The system was intentionally discreet in appearance, but powerful enough to maintain clarity across the shop floor during peak trading. Wireless microphones allowed for announcements and hosted segments, while iPad control gave us flexibility to adjust levels quickly throughout the day without having a physical front of house console setup.
Outdoor Activation – Built for Scale
Outside Victoria Square, the energy stepped up significantly.
We delivered a Pioneer CDJ-3000 & DJM-750 MK2 DJ package, supported by a larger L’Acoustics system including X8 speakers, SB18 subwoofers, and Arcs WIFO Focus speakers.
The outdoor audio needed to cover an almost 1,000-strong queue while remaining controlled and clear. The system provided punch for DJ sets and enough headroom for speeches and brand moments, without causing issues for the surrounding retail environment.
A second digital console handled microphones and playback, with multiple wireless handhelds supplied for presenters and guest appearances.
Communications & Crowd Coordination
With significant footfall and a large outdoor queue, communication was critical.
We supplied 37 two-way radios for staff and security teams, alongside wireless comms systems for production coordination. This ensured smooth collaboration between event staff, security, store management, and technical teams throughout the launch period.
Clear communication played a key role in managing crowd flow and maintaining a safe, organised environment.
Delivery & Technical Support
The project ran over five days, including late-night delivery and installation ahead of launch, followed by full-day technical operation through to final de-rig.
Two AXL technicians were onsite daily, overseeing in-store sound, DJ integration, outdoor system management, and communications infrastructure to ensure consistent performance from open to close.
The Result
The Sephora Belfast launch delivered strong brand impact and a high-energy atmosphere, both inside the store and out on the street.
From a discreet but powerful in-store audio system to full outdoor coverage for a substantial crowd, the technical setup supported a seamless customer experience across the entire activation.
A fantastic project to be part of and a great collaboration with INCA Productions on a launch that certainly made its mark in the city.
