Workshop / Consulting Services / Brand Ambassadors
With the Montréal Formula 1 Grand Prix moving to May in 2026, the event effectively kick-started Québec’s summer festival season. For Celsius, it was an especially busy race weekend, with the agency taking part in not one, not two, but three major activations for three valued clients.
Just as every Formula 1 pit stop is carefully planned and serves a unique strategic purpose, each of these mandates required a tailored approach. Celsius was tasked with delivering distinct experiences and operational solutions for the Marriott Château Champlain, the Villeneuve family (GV27), and the Parc Jean-Drapeau.
During Montréal’s Formula 1 week, Celsius mobilized multiple areas of expertise to bring these projects to life.
Our workshop team transformed the lobby of the Marriott Château Champlain into a Formula 1-inspired destination, while our consulting services and brand ambassador teams activated the Gilles Villeneuve pop-up store at Eaton Centre and supported promotional efforts for the upcoming feature film Gilles Villeneuve: The Rise of a Legend, scheduled for theatrical release in November 2026.
Simultaneously, Celsius helped generate awareness for the new exhibition Salut Gilles, une histoire de vitesse à Montréal, opening at Parc Jean-Drapeau on July 16, 2026. The exhibition invites visitors to discover the man behind the racing icon through never-before-seen archives, exclusive memorabilia, photographs, and personal testimonials celebrating Gilles Villeneuve’s lasting legacy in Montréal, Québec, and Canadian motorsport history.
For the Marriott Château Champlain, Celsius designed and produced a series of custom-built experiential elements, including a life-sized wooden Formula 1 car replica and a DJ booth inspired by a racing helmet. Combined with large-format graphics and premium décor, these installations helped create a glamorous Formula 1 atmosphere throughout the hotel.
At Parc Jean-Drapeau, visitors were greeted by two replica race cars used during the filming of Gilles Villeneuve: The Rise of a Legend, along with the Villeneuve family motorhome and the team’s iconic season bus, all strategically displayed at the Saint-Hélène Island subway exit.
A dedicated promotional squad engaged visitors on-site, raising awareness for both the upcoming film release and the new Salut Gilles exhibition.
Meanwhile, over the course of nearly two weeks, Celsius brand ambassadors managed and operated the GV27 pop-up store at Eaton Centre, showcasing and selling merchandise from the Gilles Villeneuve apparel collection while providing visitors with an immersive brand experience.
From custom fabrication and experiential design to staffing, retail operations, and public engagement, Celsius successfully delivered three distinct activations that captured the energy, prestige, and excitement of Formula 1 week in Montréal.
