Ahead of the 2022 British Grand Prix, Selfridges has opens its doors to a new experiences for customers – The Track, a permanent Formula One installation, which offers an interactive and experiential retail experience featuring the C42 Show Car.

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 AlfaRomeo F1 Team ORLEN C42 - forming the focal point of this innovative and interactive retail experience, alongside other unique F1 memorabilia and collectibles.

The display 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.

“The Track is designed to surprise and delight from the moment visitors step inside. It was born out of our passion for the sport and teams. We wanted to create an unforgettable retail experience for ourselves, and more importantly that we would be proud to share with our loved ones. We cannot wait for people to start experiencing it” said Nathalie Bernce, Co-Founder & CEO Smartech Retail Group.

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 ValtteriBottas and ZhouGuanyu. 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 as well as at www.f1authentics.com.

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. The Track is located at Selfridges Oxford Street and launches officially on the 29th June 2022.

The show car, build by the team at The Memento Group, is also available on the new F1 Race Cars page on F1 Authentics, with price upon application. For more details visit the site.