Alfa Romeo join hands with Smartech Retail Group

Swiss Formula One team Alfa Romeo have partnered with Smartech Retail Group to launch a 55-square-metre concept store situated inside the Selfridges department store in London known as ‘The Track’. The store will give Formula One fans a view into the future of experiential retail, and The Track is set to be open for the next three months.

Alfa Romeo will be working with The Memento Group, and The Track will also feature a showpiece Alfa Romeo Formula One car of the current season. Fans will also be able to own a piece of Formula One history as the show car will be available for sale at The Track.

Frédéric Vasseur, Team Principal of Alfa Romeo F1 Team ORLEN, commented:

“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, said:

“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, stated:

“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.“

Martyn Stroud, Selfridges Technology Buying Director, 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.“