Cadillac brings F1-inspired popup to Montreal’s Fairmont Queen Elizabeth

Canada’s F1 weekend is almost here, and Cadillac (conveniently the newest F1 team) is bringing its brand hub experience to the Fairmont Queen Elizabeth in Montreal.

Open throughout the weekend, the experience (known as the Cadillac Hub) allows guests to “immerse themselves in the performance and technology” behind the luxury brand.

If you’re wondering what the event will feature, here is what to expect:

• Get an up-close experience with the newest F1 team’s show car, and the company’s V-series performance vehicles
• Daily Tommy Hilfiger x Cadillac F1 merch drops
• A chance to win $75,000 towards the purchase of a Cadillac
• In-vehicle experience with Dolby Atmos (stay tuned for a MobileSyrup story on this!)
• F1-inspired reaction-time challenges

The contest is part of the larger Cadillac Contest, where guests attending select Canadian events (like this one) can sign up using this link, or onsite at the event.

The experience opens at 11 a.m. throughout the weekend, but closes at 7 p.m. on Friday, 8 p.m. on Saturday, and then 2 p.m. on Sunday.