In the summer of 2008 Nike 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. Today, the space has undergone an extensive re-design in preparation for an action packed 2011.
In addition to the best Nike footwear and apparel available, the re-imagined 1948 includes a new raised mezzanine area that serves as a creative library/workspace, open to all. Furthermore, 1948 will host an ongoing calendar of sports-inspired creative programming, 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.”
There’s even a new 1948 iPad app, launching globally through iTunes on Monday June 27, with exclusive, interactive content from some of London’s sharpest writers, photographers and illustrators.