Smartech Reveals ‘The Track,’ an F1 Destination in SelfridgesSmartech Reveals ‘The Track,’ an F1 Destination in Selfridges

In the buildup to the British Grand Prix, Smartech Retail Group has opened its doors to a permanent Formula One destination called The Track by Smartech at Selfridges, London. In partnership with The Memento Group, The Track features a world-first with a current 2022 season F1 show car – the Alfa Romeo F1 Team ORLEN C42 – forming the focal point of the 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. 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,” says Nathalie Bernce, co-founder and chief executive officer, Smartech. “The Track is designed to surprise and delight from the moment visitors step inside, 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.”  

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“We are very excited about The Track by Smartech,” says Barry Gough, founder and chief executive officer, The Memento Group. “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.”  

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, curated products, unique memorabilia and collectibles from an array of top brands such as Fanatics, Sony and Thrustmasters are available to discover and try.  

The Track by Smartech is located at Selfridges Oxford Street and launched on June 29 . The majority of the collection will also be available at Selfridges.com and Smartech.buzz.