CRUEL partnered with Sports Illustrated to bring Circuit Series events to Canada, providing an immersive experience that blends high-quality hospitality experience and a race weekend celebration during Montreal Grand Prix. The ultimate aim was to make the event, Maison SI, an integral part of Montreal's Race Weekend fabric—for years to come.

Leveraging Sports Illustrated's signature approach to events, Maison SI was planned as a unique, premium, and highly curated event, inviting select guests from around the world. To further enhance the event's appeal, it was hosted by internationally recognized DJ and model Chantel Jeffries, along with three-time Olympic medalist snowboarder Mark McMorris.

The debut of the Sports Illustrated Circuit Series in Canada successfully delivered a blend of hospitality, celebration, and race weekend festivities, hosting hundreds of guests for both a VIP media event and a nightlife component. With the involvement of high-profile figures and the brand's unique approach to event planning, Maison SI was positioned as a significant part of Montreal's Race Weekend, reflecting Sports Illustrated's commitment to celebrating sports and providing ultimate fan experiences during Grand Prix’s around the world.