TW Steel took over a recently refurbished Ernest Jones store in Leeds last week, turning it into a Formula 1 pit stop.
The brand kitted the store out with a Lotus F1 team show car, and installed a state-of-the-art driving simulator to entertain shoppers over the weekend.
While TW Steel Girls the Lotus F1 Team show car were positioned outside the store to draw crowds, the simulator doubled as a competition tool and a chance to raise money for charity, with shoppers paying £1 to achieve the fastest lap of a simulated Silverstone track, with the fastest contenders scopping men’s and women’s TW Steel Lotus F1 Team watches.
The day raised money for St Gemma’s Hospice, a charity chosen by the White Rose Shopping Centre, where the store is based.
Dean Stratton, centre manager at White Rose Shopping Centre, said: “It’s fantastic to have the TW Steel team bring this season’s Lotus F1 team show car to the centre. It provides racing enthusiasts with a chance to get up close and personal with one of the fastest cars in the Formula One championship, while also taking a look at the striking range of TW Steel watches available at Ernest Jones.”