Grand Prix week in Montreal does not ease you in. The city shifts gears overnight, the streets fill up with people who flew in for exactly this, and RSVP’ing to events becomes a sport of its own. For Dulcedo, this is not a moment to watch from the sidelines. It is a moment to own.
Here is how we showed up for our talents and models during one of Montreal's biggest event of the year.
Part 1: “Get Ready with Me for F1 Week” (the pre-game, Dulcedo edition)
Before the weekend becomes the weekend, there is the ritual. The prep. The part nobody posts but everyone remembers.
Dulcedo partnered on a “Get Ready with Me for F1 Week” activation, an exclusive moment created for our talents and models, produced by Flyjin and Belvedere 10 in partnership with Pinklablonde Club and LA MARQUE. The point was simple: an intimate room, real attention, and a soft landing into a very big week.
Guests received personalized hair styling by Pinklablonde, plus styling and gifting by LAMARQUE. The whole energy was: soft landing, real attention, and a room that felt like it was built for you before a very big week.
Because it was.
Part 2: The Winner’s Podium at Yama
The podium moment is the most iconic image in motorsport. Magnum bottle raised. Champagne going everywhere. Pure winner behavior.
We brought that into Yama Restaurant located in the Vogue Hotel on May 20, turning it into a photo experience guests could actually step into. In partnership with Laurent Perrier, the setup included magnum-sized bottles and a custom Dulcedo helmet guests could use to recreate the Champagne Shower from an actual podium. Behind them: a backdrop that said exactly what needed to be said. Dulcedo, built for first place.
Part 3: House of 10 Media Launch at Flyjin
For the official F1 Weekend kickoff, we went where the night goes. Flyjin took the lead as the official host of House of 10 in Montreal, an immersive nightlife experience presented with Belvedere Vodka and B10, and on May 21, we brought 50 to 75 Dulcedo guests, talents included, into the room for the Media Launch.
The Team Behind the Talent Takeover
Running activations during F1 weekend is not a one-person job. It is not even a one-team job. It is full-contact coordination across multiple days, brands, and events, all happening simultaneously in one of the most competitive booking windows of the year in Montreal.
Across the weekend, our agents secured placements and partnerships with L'Oréal, SkinCeuticals, Audi, Sephora Canada, Moroccanoil, Aston Martin F1 Team x BOSS, Disney, Ever New, Liquid IV, Dynamite, and more, ensuring Dulcedo talent was present and visible at some of the most sought-after activations in the city.
Our incredible talents who represented Dulcedo throughout the weekend: Isabelle Labrecque, Cindy Cournoyer, Jessika Dénommée, Meryem Abouelfath, Celine Girouard, Émilie Lévesque, Nina Galay, Jordan Laine, Olivier Dion, Sandrine Séguin, Gabrielle Boisvert, Sara Levitt, Khate, Alanis Desilets, Jamie Watt, Stacey Giannopoulos, Emy-Jade Greaves, Noemy Petit, Elody Petit, Sabrina Bouchard, Urifee, and everyone else who showed up and showed out.
The Checkered Flag
A salon morning that set the tone. A podium moment built to travel. A nightlife launch that opened the weekend properly. A roster of talent that showed up and delivered across every room, every brand, every camera.
F1 weekend is one of the most saturated event calendars of the year. Every brand wants in. Every guest list is full. Cutting through that takes more than a good idea, it takes the right people, the right execution, and a team that treats every activation like it matters. Ours did.
Montreal gave us the backdrop. Dulcedo brought the energy.
Built for first place, and the weekend proved it.
👉 Have an idea or project you’ve been building and not sure where to take it next? We do this every day. Get in touch with us.
👉 Want more like this? Subscribe to our newsletter
