As Formula 1 weekend takes over Montreal, Cadillac is giving fans an early look at the brand’s next chapter in motorsport with an immersive F1-inspired experience at Fairmont The Queen Elizabeth. 

Designed as Cadillac’s home base throughout race weekend, the Cadillac Hub brings together the brand’s racing legacy, luxury EV lineup and Formula 1 ambitions in one interactive space, with no race ticket required. Activities include: 

• Explore the Cadillac F1 Team show car alongside Cadillac’s high-performance V-Series lineup, including the all-new OPTIQ-V. 
• Shop daily Tommy Hilfiger x Cadillac F1 merchandise drops
• Test your reflexes with F1-inspired simulations and reaction-time challenges, and experience immersive in-vehicle audio powered by Dolby Atmos.
• A chance to win $75,000 toward a Cadillac vehicle. 

The weekend activation will also feature appearances from actor Lou-Pascale Tremblay, and  Juno Award-winning artist ToBi.

While the activation celebrates Formula 1, it also reflects the deeper performance story behind Cadillac’s entry into the sport. For more than a century, racing has served as a proving ground for Cadillac engineering, with innovations developed on the track helping shape the vehicles customers drive every day.