BOSS, in partnership with Aston Martin Montréal, celebrated the Canadian Grand Prix™ weekend with an exclusive evening event at Montréal’s Grand Quay Tower. 400 guests joined BOSS to experience the thrill of Formula One™ and a special appearance from Aston Martin Aramco Formula One™ Team Driver, BOSS brand ambassador, and hometown hero Lance Stroll. 

With the Montréal skyline and Old Port as a striking backdrop, guests enjoyed cocktails, canapés, and DJ sets by DJ JoJo Flores and DJ YO-C across three immersive venue levels. Attendees included press, content creators, Montréal’s key tastemakers, and VIP customers and clients, all gathering to launch race weekend in true BOSS style.

Arriving straight from Circuit Gilles Villeneuve, Stroll took to the stage for a fireside chat moderated by Tom Millen from the Aston Martin Formula One™ team, reflecting on his connection to Montréal, and the energy of performing in front of a hometown crowd. 

“Racing at home in Montréal is always special for me. To celebrate the Grand Prix™ with BOSS, Aston Martin Montréal, and a hometown crowd in such a unique setting at the Grand Quay Tower really sets the tone for the weekend. Feeling the support of Canadian fans gives me an extra boost going into the race,” said Lance Stroll.

Throughout the venue, guests experienced a meeting of the worlds of BOSS and Aston Martin: photo moments, DJ sets, and an Aston Martin Formula One™ replica car on the main floor; an intimate Glenfiddich lounge on the level above; and sweeping views of the Old Port from the top floor set to the sounds of DJ YO-C.

As night fell, a bespoke BOSS and Aston Martin Montréal drone show lit up the sky above the Old Port in a display interpreting the bold visual identities of both brands, delivering a powerful finale to the evening.

At one of the biggest events on the global sporting calendar, BOSS builds on its partnership with the Aston Martin Aramco F1® Team to fuse performance-driven sport with modern style, reinforcing its position as the brand of choice at defining cultural moments. From the track to the storefront, BOSS channels high-performance energy into bold, immersive fan experiences, underscoring the brand’s commitment to performance, style, and innovation, while capturing the excitement of the Canadian Grand Prix™ through a distinctly Montréal lens.

Image credit: Bruno Petrozza and Christina Esteban