Smartech unveils The Track, a Formula One destination in Selfridges, London

In the build up to this weekend’s British Grand Prix, Smartech Retail Group has opened the doors to a permanent Formula One destination called The Track by Smartech at Selfridges, London.

The 55 sqm concept store is the first The Track flagship location in the world.

In partnership with The Memento Group, it 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 offering, alongside other 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 is part of a transformation of the technology department at the Oxford Street store.

“Smartech is thrilled to have created a new immersive retail concept celebrating one of the world's greatest racing competitions,” says Nathalie Bernce, Co-Founder and CEO.

“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.”

Barry Gough, former F1 mechanic and Founder and CEO of The Memento Group, says: “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.”

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