July 8th, 2022

Alfa Romeo F1 Team ORLEN and Smartech launch concept store “The Track” at Selfridges in London

Alfa Romeo F1 Team ORLEN joined forces with Smartech Retail Group to unveil “The Track”, a 55 sqm concept store inside the iconic Selfridges department store in London, UK, creating a ground-breaking destination dedicated to all Formula One fans and giving a glimpse into the future of experiential retail. The Track will remain in place and open for the next three months.

Created in partnership with The Memento Group, The Track is designed to offer an immersive experience for Formula One fans, as well as for those who are yet to discover the sport, uniquely blending both physical and digital experiences. As a world first, The Track features a 2022 show car – the Alfa Romeo F1 Team ORLEN C42, driven by Valtteri Bottas and Zhou Guanyu – as the core of this innovative and interactive retail experience, alongside other unique Formula One memorabilia and collectibles.

The points of interest do not end here: for the first time, a current season show car is exclusively available for collectors to purchase, giving them the incredible opportunity to experience the car and own a piece of Formula One history. The Alfa Romeo F1 Team ORLEN C42 is available for sale at The Track in Selfridges, London – price on application.

Frédéric Vasseur, Team Principal of Alfa Romeo F1 Team ORLEN: “This is a fantastic moment for our sport, more and more people are getting interested and discovering it for the first time, and we’re proud to join forces with Smartech to offer both them and long-term fans a brand-new experience including our very own show car in the incredible setting of Selfridges in the heart of London”.

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

Barry Gough, Founder & CEO of The Memento Group: “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: “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.”