Nike 1948 London Opening Event Recap
No stranger to innovative, game-changing retail spaces, Nike helped redefine what it means to open a storefront in the summer of 2008 when it launched 1948 in an abandoned East London railway arch. Part retail space, part creative playground, the 1948 project was designed to celebrate freedom and self-expression through the media of sport and culture – an ode to the 1948 Olympic Games in London that helped to heal a European continent and global environment still recuperating from the terror of World War II. Appropriately, the space has just undergone a massive redesign in preparation for the 2012 Olympics. The new 1948 will not only stock the most exclusive Nike footwear and apparel available, but also serve as a community space as the venerable sportswear brand has encouraged local Londoners to gather at the store for installations, screenings and events. Offered below is a recap of the space’s recent reopening.
Photography: Ravi Sidhu for HYPEBEAST