Selfridges host Formula 1 at its Corner Shop with multi-sensory homage to the sport
Selfridges has a racing partner ahead of a big movie launch next week. The luxury department store is teaming up with Formula 1 to launch 'F1 75 Years in Motion', turning its Corner Shop location into a multi-sensory homage to the sport.
The opening (2pm on 23 June) is two days ahead of Formula 1 The Movie which launches in the UK starring Brad Pitt and includes an appearance by Lewis Hamilton, who played as 'crucial' role in its making, we're told.
The Corner Shop activation with be an 'immersive experience' inviting visitors to explore '75 years of high-octane history' through a curated journey, featuring vintage apparel worn by legendary teams and drivers, memorabilia and F1-inspired art and photography tracing the sport's cultural impact.
Pieces that will be on sale at the Selfridges Corner Shop include a vintage Benetton x Autopolis jacket, a bold piece from the golden era of early 1990s Formula 1, and a vintage Ferrari x Magnetti Marelli racing jacket -- a rare find due to Ferrari limiting the reissuing of this particular style.
As well as rare vintage items, the shop will play host to exclusive F1 75 apparel, as well as art and collectibles from across the sport's history.
Formula 1 chief commercial officer Emily Prazer said: 'Fashion has played an integral role in the F1 story over the years, and so launching this exciting first together with Selfridges, a brand with iconic British heritage, felt a natural fit.
'This is more than just a celebration of the sport, but [is] recognition of its cultural significance, where vintage and modern meet to encapsulate our rich, and stylish, story.'
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