12 July 2022
The Weekly
Selfridges' Formula One at FlagshipSelfridges' Formula One at Flagship

With the British Grand Prix having taken place at Silverstone at the weekend, and moving on to Austria, France and Hungary later this month, Selfridges is aiming to tap into F1 frenzy and has opened a new experience as its London flagship on Oxford Street. It’s linked with Smartech Retail Group for the ultimate in experiential retail with the opening of a permanent Formula One destination, The Track by Smartech.


The new 55m2 store is the first flagship for The Track concept globally. Smartech has also linked up with The Memento Group to include a 2022 season F1 show car (the Alfa Romeo F1 Team ORLEN C42), along with plenty of unique memorabilia and collectible, plus the chance to 'virtually' drive an F1 car. And the real physical car isn't just there as a display, it is actually available for a deep-pocketed customer to buy. The aim is for the experience to be immersive for fans, collectors and those who might just be visiting the store.