In pictures: Selfridges unveils permanent Formula One in-store experience

Selfridges unveils Formula One in-store experience
The concept is part of a transformation of the technology department at Selfridges Oxford Street.
// Selfridges has opened the doors to a permanent Formula One destination called The Track
// The concept will feature the current 2022 season F1 show car, the Alfa Romeo F1 Team ORLEN C42

With the passing of the British Grand Prix at Silverstone this weekend, Selfridges is has opened a new Formula One experience at its London flagship store.

The luxury department store‘s permanent installation, called The Track by Smartech, features the current 2022 Season F1 show car, as well as F1 memorabilia and collectible items.

Customers also have the chance to ‘virtually’ drive an F1 car through the use of interactive F1 simulators although the real physical car is available for customers who are looking to splurge.


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The Track is designed to create “an immersive experience for fans, collectors and the uninitiated, to discover the world of F1, blending unique digital and physical experiences”.

Selfridges technology buying director, Martyn Stroud, said: “The Track is the latest addition to a line-up of innovative experiential projects we have launched in partnership with Smartech.”

“We’re delighted to welcome a Formula 1 car to our Oxford Street store and offer customers the chance to experience the latest in driving simulation. To be the first destination to showcase an F1 car, available to purchase, is an exciting accolade.”

Smartech Retail Group co-founder and chief executive Nathalie Bernce said: “Smartech is thrilled to have created a new immersive retail concept celebrating one of the world’s greatest racing competitions. The Track is designed to surprise and delight from the moment visitors step inside, it’s an exciting project that combines first-in-the-world exclusive products with immersive experiences and continues to position Smartech as the leading physical and digital retail destination.”

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