Alfa Romeo to open concept store in Selfridges, London

'The Track' will be open for the next three months at the department store.

Alfa Romeo to open concept store in Selfridges, London

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Alfa Romeo Formula One team has partnered with Smartech Retail Group to unveil 'The Track', a 55 square-metre concept store inside the Selfridges department store in London.

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.

The Track features a 2022 show car as the core of this innovative and interactive retail experience, alongside other unique Formula One memorabilia and collectibles. It will be open for the next three months.

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 car is available for sale at The Track in Selfridges – price on application.

“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,” said Frédéric Vasseur, team principal of Alfa Romeo F1 Team Orlen.

Nathalie Bernce, co-founder and chief executive of Smartech, added: “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.”