75 Years of Speed, Style and Storytelling: F1 Revamps the Pop-Up Experience

With the F1 75 Years in Motion pop-up landing right on our doorstep, we couldn’t miss the chance to see it for ourselves—so we sent Gemma, one of our designers, to check it out. What she found was a powerful blend of heritage, design, and cultural relevance that made this much more than just a retail experience.

The F1 75 Years in Motion pop-up at Selfridges’ Corner Shop marks a significant moment in the convergence of sport, fashion, and cultural storytelling.

Celebrating Formula 1’s 75th anniversary, the installation transforms the iconic Oxford Street retail space into a curated homage to the sport’s legacy—blending one-of-a-kind vintage racing pieces, archival memorabilia, and limited-edition collaborations. With retro F1 team jackets from legendary names like Ferrari, Benetton, McLaren, and Williams on display, the exhibit taps into the growing fashion trend of motorsport aesthetics entering mainstream and streetwear culture.

As our designer found, the mix of vintage clothing and race suits, more modern merchandise, and the Peanuts collaboration captured the evolution of F1’s style and cultural influence extremely well. This juxtaposition highlighted how the sport has moved from heritage into contemporary relevance while still honouring its roots.

Imagery throughout the space—on walls and screens—featured both past and present drivers, as well as items such as vintage car steering wheels, replica helmets, and a race suit displayed in a glass cabinet. According to our designer, these thoughtful inclusions deepened the sense of storytelling and authenticity. A key visual draw was the Lotus car showcased in the Selfridges window, which clearly stood out—our designer observed how passers-by were visibly drawn in to photograph it, showing the power of a striking visual centrepiece.

From a product standpoint, the fabrics used were relatively simple, but as our designer noted, there were some nice, heavy weights—particularly in sweatshirts—enhanced with lots of embroidery, appliqué, and printed badges that added clear value and interest. The core colour palette of new merchandise was rooted in classic racing tones: black, white, and red. However, it was the vintage clothing that brought the collection to life. Our designer highlighted that the pop of colour from the vintage racing jackets and sweatshirts—with bright cut-and-sew panels—offered a vibrant contrast and would be a great element to carry forward in future collections. These pieces also stood out for their short, boxy sweatshirt shapes and the abundance of embroidery, sponsor logos, and badges, which added depth and character.

The F1 x Peanuts capsule was a standout moment. As our designer pointed out, it successfully bridged the gap between F1 fans and those looking to tap into motorsport trends in a more playful, less technical way. The graphics were bold and fun, while the jacket shapes remained wearable and relevant—opening up the F1 brand to a wider, more lifestyle-driven audience. This suggests a strong opportunity: exploring similarly fun or unexpected design elements could help us reach beyond traditional fans and appeal to broader fashion-forward consumers.

Styled like a mid-century British living room, the space offered a nostalgic yet forward-looking experience that resonated with both hardcore motorsport enthusiasts and casual, style-savvy visitors. It reflects a growing retail trend: immersive, narrative-driven experiences that blur the boundaries between commerce, culture, and creativity.

Ultimately, by spotlighting the craftsmanship, flair, and history behind F1’s most iconic moments and figures, the pop-up reaffirmed Formula 1’s evolving identity—not just as a sport, but as a cultural and fashion leader. And as our designer observed, the thoughtful blend of heritage, playfulness, and innovation offered a strong blueprint for how we might approach future collections.