In the summer of 2008 Nike redefined sporting retail when it launched ‘1948’ in an abandoned East London railway arch. Part retail space, part creative playground, 1948 celebrated freedom and self-expression through sport and culture.In 2011, the space has undergone an extensive re-design in preparation for the biggest year of sport the UK has ever experienced.
Re-opening on Thursday 23rd June, 1948 has been transformed to create a constantly shifting, overlapping space between culture and athleticism. The new 1948 will not only stock the best Nike footwear and apparel available, it has been intelligently designed to allow communities to make use of the space and allow Nike to inspire Londoners to play and love sport through via cultural experiences, installations, screenings and events.
An ongoing calendar of sports-inspired creative programming will see 1948 play host to some of London’s best artistic originators, starting with a tennis themed takeover. The space opens with installations in various forms from artists such as Best Ever, whose photo-real paintings go beyond pure form to convey the emotion and physicality in the athletes that inspired them. These large-scale abstract murals provide the perfect background to an intimate film piece created by Tyrone Lebon; a personal portrait of the nation’s capital at a time of year when it captures the
imagination of tennis fans all over the world; showing London’s characters, buildings, energy and history in a fresh light.
One of the major architectural changes to 1948 sees the introduction of a raised mezzanine area above the main product space. This private gallery acts as a creative library and workspace that is open to all. Visitors can access an extensive collection of sports, sports culture and design titles, should they need somewhere to sit back, think in peace and be inspired.
The 1948 experience can also be enjoyed on the move thanks to a newly created iPad app – a digital evolution of the original magazine which features exclusive, interactive content from some of London’s sharpest writers, photographers and illustrators. Launching globally through iTunes on Monday 27th June, the first download is a double-header featuring archive content from the previously released printed versions, and exciting new content that reflects and previews some of the things to look forward to in the space.
Gino Fisanotti, Nike UK Marketing Director said: “Nike celebrates sport like no other brand, inspiring consumers and entire communities to play and love sport. 1948 is much more than a brand space – 1948 is sport redefined. It’s a clash of sport culture, community engagement, the energy of London and the very best of Nike.”
A 1948 blog and Twitter feed have also launched to enable fans to learn about the latest news, product drops and events.