1948 is a Nike space in Arches 477 and 478 on Batemans Row, Shoreditch. It opened in February 2009, fitted out by the Wilson Brothers as a shop, social meeting place, and gallery, and reopened after a redesign in June 2011, ahead of the London Olympics. We made it internally, Nike Brand Design EMEA with Nike Sportswear, and Nike Brand Design briefed and creative directed the outside agencies, including the Wilson Brothers.
Why it looks like this
Grandstands and goalposts. Dezeen reported that the Wilson Brothers’ display units referenced tiered grandstand seating and could work as three-level tables or as auditorium seating for events. The hanging rails referenced the goalposts on nearby Hackney Marshes, and the floor graphic used maps from a local running club.
Sport and culture. Hypebeast reported that the 2011 redesign was “designed to celebrate freedom and self-expression through the media of sport and culture,” with exclusive Nike footwear and apparel and a role as a community hub for local events.
Press and sources
- Dezeen: Raise your Game by the Wilson Brothers
- Hypebeast: Nike 1948 London Reopening