1948 is Nike’s space in arches 477 and 478 on Bateman’s Row, Shoreditch. It opened as a Nike Sportswear store in February 2009, with a neon football pitch on the ceiling by Oscar and Ben Wilson, was redesigned in 2011 ahead of the London Olympics, and became NikeLab 1948 in 2014, a shop for limited releases and collaborations. We made it internally, Nike Brand Design EMEA with NikeLab, and Nike Brand Design briefed and creative directed the outside agencies.
Why it looks like this
An ode to 1948. Hypebeast described the space as “an ode to the 1948 Olympic Games in London,” the games that helped Europe recover after the Second World War, and as part store, part creative playground, set up to celebrate self-expression through sport and culture.
Press and sources
- Dazed: Nike Sportswear’s 1948 Space
- Hypebeast: Nike 1948 London Opening Event Recap
- SoccerBible: Inside NikeLab 1948 London