The concept is part of a transformation of the Selfridges Oxford Street technology department.
// Selfridges has opened the doors to a permanent Formula 1 destination called The Track
// The concept will feature the current 2022 season F1 show car, the Alfa Romeo F1 Team ORLEN C42

With the British Grand Prix moving to Silverstone this weekend, Selfridges has opened a new Formula 1 experience at its flagship London 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 collectibles.

Customers also have the option of ‘virtually’ driving an F1 car through the use of interactive F1 simulators, although the real physical car is available for customers looking to splurge.


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 range of innovative experiential projects we have launched in partnership with Smartech.

“We are delighted to welcome a Formula 1 car to our Oxford Street store and offer customers the opportunity to experience the latest in driving simulation. To be the first destination to feature an F1 car, available for purchase, is an exciting reward. »

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

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