Selfridges

Our story started here. In 2016, Smartech opened inside Selfridges on Oxford Street with just 7 square metres. Today it covers 550 square metres and 40% of the Technology Floor, with four concepts under one roof: Smartech for lifestyle innovation, Playhouse for gaming and entertainment, 7EVN for health and wellbeing across the seven pillars of wellness, and The Track, home to F1 and other sports memorabilia. Everything is out of the box and ready to try, with our Smartech Specialists on hand to show you the brands of tomorrow, today.