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Selfridges unveil Formula One concept store ahead of British Grand Prix

Jeremy Lim
01 July 2022

In the build up to this weekend’s British Grand Prix, Selfridges has unveiled a permanent Formula One concept store, 'The Track by Smartech'.

The Track will feature the current 2022 season F1 show car, the Alfa Romeo F1 Team ORLEN C42, alongside other unique F1 memorabilia and collectibles.

Customers will have the opportunity to pre-book The Track’s experiences, such as the world-first ‘Alfa Romeo F1 Team ORLEN C42 show car’ and the interactive Formula 1 simulators. In addition, “phygital’ experiences with Sony Ps5 play booths showcasing the official video game of the 2022 FIA Formula One World Championships.

The Alfa Romeo show car, which features the chassis and liveries from the current 2022 F1 season cars driven by Valtteri Bottas and Zhou Guanyu, offers shoppers an opportunity to experience the car and is available for sale at The Track, with the price available on application.

Nathalie Bernce, Co-Founder and CEO of Smartech Retail Group 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.”

Selfridges Technology Buying Director, Martyn Stroud, added: “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.”

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