The worlds of fashion and motorsports will collide later this week when Ferrari and Ssense partner to advertise the brand as a part of the Canadian Grand Prix, which can be held in Montreal from Friday to Sunday.

From Friday to June 29, visitors can stop by the Ssense store in Montreal to immerse themselves in a specially designed Ferrari experience. The shop is installing a light-weight display that is meant to duplicate the sensation of racing through a tunnel. The space will even feature a V-8 engine suspended in midair that was created for the Ferrari California T automobile in 2014.

The installation also includes archival video footage on large flat screens showing the history of the Ferrari brand, from the creation of its signature horse weave to vintage Grand Prix footage.

The space offers a wide range of men’s and girls’s apparel, bags and accessories from Ferrari’s spring 2023 collection.

“An enormous a part of our mission at Ssense is to have fun excellence in design — whether that design is a minidress, a pair of headphones, or a V12 sports automobile,” said Thom Bettridge, head of creative and content for the retailer. “Ferrari is a timeless design leader of their arena, and on the occasion of Montreal’s biggest motor sports event, we desired to take the chance to collide our two worlds.”

Rocco Iannone, creative director of Ferrari, added: “Ssense represents the nexus of the style industry, a spot where culture and fashion meet and are interpreted through a pointy contemporary lens. They’re the proper partner to comprehend our vision of the Ferrari lifestyle, expressing the cultural halo that our brand continues to manifest over time.”

He said the spring collection offers a “cross-collaboration between tailoring, workwear and racing.”

Ssense Montreal is at 418 Saint Sulpice Street in Old Montreal.