Mark Adair

Selfridges showcases Formula 1 experience at their London store

In the build up to this weekend’s British Grand Prix, Smartech Retail Group unveils a glimpse into the future of experiential retail as it opens its doors to a permanent Formula One destination called ‘The Track by Smartech’ at Selfridges, London.

Formula 1 was the fastest growing sport last year, and the 55 sq m concept store is the first ‘The Track’ flagship store in the world. In partnership with The Memento Group, The Track will feature a world first with a current 2022 season F1 show car, forming the focal point of this innovative and interactive retail experience, alongside other unique F1 memorabilia and collectibles.

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. It has been developed as part of Smartech Retail Group’s strategy to innovate its stores, as customers seek more personalised and interactive retail offerings.

For the first time in Formula 1 history, a current season F1 show car is exclusively available for fans and collectors to own. The Track will showcase the Alfa Romeo F1 Team ORLEN C42 show car which features the chassis and liveries from the current 2022 F1 season cars driven by Valtteri Bottas and Zhou Guanyu.

Barry Gough, former F1 mechanic and founder & CEO of The Memento Group added, “we are very excited about The Track by Smartech. It’s fantastic to bring the C42 Show Car to Selfridges. We’ve been working hard alongside Alfa Romeo F1 Team ORLEN to bring this show car to life.”

Selfridges technology buying director, Martyn Stroud, adds, “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.”

The Track invites fans and collectors to discover and explore the latest must-haves in the world of racing. In addition to the offerings from Alfa Romeo F1 Team ORLEN and The Memento Group, carefully curated products, unique memorabilia and collectibles from an array of the world’s best brands such as Fanatics, Sony and Thrustmasters will be available to discover and try.

Globally, the average audience for each Grand Prix during 2021 was 70.3 million, a 13 per cent YoY growth compared to the 60.3 million figure in comparable markets in 2020. With a combined global TV audience of 445 million for Formula One, it embodies the cutting edge of technology in the automotive industry.

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