The permanent concept store, called The Track by Smartech, will feature the current 2022 Season F1 show car, as well as unique F1 memorabilia and collectible items.
The show car features the chassis and liveries from the current 22 F1 season cars driven by Valtteri Bottas and Zhou Guanyu, and if offers shoppers the opportunity to experience the car. It is also available for sale at The Track, with the price available upon application.
Customers can pre-book The Track’s experience including the world-first ‘Alfa Romeo F1 Team ORLEN C42 show car’ and interactive F1 simulators. Furthermore, ‘phygital’ experiences with ong Ps5 play booths that showcase the official video game of the 2022 FIA Formula One World Championships.
Selfridges Technology Buying Director, Martyn Stroud, added: “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.”
