Selfridges, the renowned London department store, has recognized the immense popularity of Formula One and has taken advantage of this global frenzy by introducing an exciting addition to its flagship location on Oxford Street. In collaboration with Smartech Retail Group, Selfridges has unveiled The Track by Smartech, a permanent Formula One destination that promises an immersive and thrilling retail experience.
This strategic move comes at a time when Formula One is enjoying unprecedented growth, with the sport being the fastest growing globally last year. The new store occupies an impressive 55 square meters and serves as the first flagship for The Track concept worldwide.
In addition to partnering with Smartech, Selfridges has teamed up with The Memento Group to feature a show car from the upcoming 2022 season, specifically the Alfa Romeo F1 Team ORLEN C42. The store also displays a range of unique Formula One memorabilia and collectibles, allowing visitors to delve into the captivating world of the sport. Furthermore, guests have the opportunity to virtually experience driving an F1 car, creating a truly immersive environment.
What distinguishes Selfridges from other retailers is that the Alfa Romeo F1 car on display is not just a mere exhibit; it is actually available for purchase, catering to affluent customers who desire to own a piece of Formula One history. This unique offering adds an exciting element to the shopping experience, undoubtedly attracting avid fans, collectors, and curious shoppers alike.
Martyn Stroud, Selfridges’ technology buying director, enthusiastically expressed his support for this collaboration, stating, “We’re thrilled to welcome a Formula One car to our Oxford Street store and provide customers with the opportunity to experience the latest in driving simulation. Being the first destination to showcase an F1 car for sale is a thrilling achievement.”
This endeavor proves to be a smart business move for Selfridges, as Formula One holds immense value and is expected to drive significant footfall to the store. The sport boasts an impressive viewership, with each Grand Prix race garnering an average audience of over 70 million viewers last year, marking a 13% increase compared to 2020. Additionally, the global TV audience for Formula One reaches a staggering 445 million people.
Selfridges’ introduction of the Formula One experience to its flagship store not only enhances the shopping experience for its customers but also solidifies its position as a trailblazer in experiential retail. By immersing themselves in the exhilarating world of Formula One, shoppers can indulge their passions while exploring the wide array of products available at Selfridges.
This venture showcases Selfridges’ commitment to staying ahead in the retail industry by continuously seeking new and innovative ways to engage their customers. The Formula One experience at Selfridges’ flagship store is guaranteed to captivate and enthral racing enthusiasts, establishing it as an essential destination for both locals and tourists.
Useful Links:
1) Selfridges – The Track
2) Formula 1 Official Website – Selfridges opens London department store experience filled with Formula 1
