Where, for the first time in history, a current season Formula 1 show car will be on display and available to purchase, alongside the latest in driving simulations and experiences

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 sqm 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 – the Alfa Romeo F1 Team ORLEN C42 – 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. The launch takes place as part of a transformation of the technology department at the Oxford Street store, offering customers a more experiential visit.

“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.” said Nathalie Bernce, Co-Founder & CEO

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. It presents a unique opportunity to experience the car and to potentially own a piece of F1 history. The car is available for sale at The Track – price on application.

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 – a luxury retail destination befitting this unique piece of F1 history. We’ve been working hard alongside Alfa Romeo F1 Team ORLEN to bring this show car to life. Now, to enable visitors to Selfridges to experience it up close and personal is a wonderful development.”

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

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.

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 awe-inspiring and interactive E-sport Studio Base Performance debuts cutting edge Formula 1 simulators Blade by stars of the racetrack, including Dario Franchitti and Anthony Davidson, who used Blade to compete in The Race All-Star Series and other Esports competitions. In addition, “phygital’ experiences with Sony Ps5 play booths showcasing the official video game of the 2022 FIA Formula One World Championships.

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.

The Track by Smartech will be located at Selfridges Oxford Street and launches officially on the 30th June 2022. The majority of the collection will also be available at selfridges.com and smartech.buzz.


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