What: An unique Formula One experiential retail space inside Selfridges to draw in fans, collectors, and visitors.

Why it is important: Selfridges will be the first to have a location of this kind. The space will include a real F1 car that will be available for purchase, a distinguishing attraction for high-paying customers. Selfridges plans to tap into Formula One’s growing audience which has increased 13% since 2020 to a global TV audience totaling 445 million people.

Following the British Grand Prix in Silverstone, Selfridges unveils a Formula One experience to tap into the F1 frenzy. The permanent retail experience is meant to be a destination for fans, collectors, and visitors. Smarttech Retail Group and The Memento Group have linked together to include a 2022 season F1 show car with unique memorabilia and collectibles to draw interest and visitors to the Selfridges London flagship. There will also be a virtual F1 driving experience in-store.

Selfridges’ Formula One experience in London flagship