After years of being one of the flashiest fixtures on the Grand Prix nightlife calendar, Montreal’s biggest Formula 1 party is shifting gears. The event formerly known as the Maxim Grand Prix Party is now Maison Sports Illustrated, and it’s doubling down for a two-night run at Windsor Station this June.
Running June 13 and 14, the revamped bash promises a full weekend of DJs, fashion, and decadence, with headlining sets from HUGEL on Friday and FISHER on Saturday.
The change in branding reflects a broader evolution for the 5,000-guest event. According to lead promoter Rob Segal, who has produced Montreal’s F1 weekend parties for several years, partnering with Sports Illustrated was a natural next step.
“We felt it was time to elevate the event,” Segal told MTL Blog. “With the amount of production, talent, and energy we put into this, it made sense to turn it into a two-night spectacle.”
SI already has a footprint in major race cities like Miami, Las Vegas, and Austin. Now, it’s bringing that same Maison SI party concept to Montreal — complete with a redesigned venue, new production partners (Toronto’s CRUEL and Quebec’s Midway Group), and a reimagined experience at Windsor Station.
This year’s layout flips the venue entirely, allowing guests to enter through the courtyard near the Bell Centre for a “more immersive, stage-forward experience.” The visual theme will be a nod to the golden era of Formula 1 in the late 1960s, with the space transformed using retro racing-inspired design cues.
“We’re kind of throwing back to that wonderful period in Grand Prix — the late 60s. That type of vibe,” Segal noted.
According to the official party announcement, guests can also expect fashion shows, beauty lounges, brand pop-ups, and even live art — all set against the backdrop of one of Montreal’s most historic train stations.
While the full guest list is still under wraps, past editions have welcomed celebs like Diplo, French Montana, Eugenie Bouchard, Georges St-Pierre, and Minka Kelly. Segal says this year’s event is set to top them all.
“It’s certainly the most spectacular. It’s probably the most expensive by a long ways to put on. The talent this year — Fisher and Hugel — those are two of the biggest acts we’ve ever had.”
Over 5,000 guests will turn Montreal’s Windsor Station into a rocking club this June.The Feldman Agency
General admission starts at $175, while VIP options range from cocktail cruiser tables to stage-side lounges that run into the thousands. Three tiers are available depending on group size and proximity to the stage.
Maison SI is only one part of Segal’s Grand Prix weekend playbook. He’s also behind the Crescent Street Grand Prix Festival, which will return this year with expanded attractions and a first-ever takeover of de Maisonneuve Boulevard, where new sponsor activations and experiences will unfold alongside the usual Crescent Street festivities.
Tickets for Maison SI are available now at maisonsi.tixr.com.
Maison SI
Price: Tickets start at $175
When: June 13 and 14
Address: 1100 Av. des Canadiens-de-Montréal, Montreal, QC
Maison SI website
