Nike’s Shoreditch based concept store ’1948′ opened its doors to the public again on Friday, after an extensive re-fit and layout change. To celebrate it’s re-birth Nike invited their nearest and dearest to an opening on the Thursday night. As expected, the food, drink and music was all top-notch, the latter being provided by SBTRKT, Jamie XX and Joe and Alexis from Hot Chip no less.
The space however, is incredible. The re-fit incorporates a mezzanine floor, which affords the space to host meetings, keep a bookcase, and on this particular evening, demonstrate their fantastic new 1948 magazine which comes in the form of an iPad app. 1948 achieves what many others fail, and what more often that not, only Nike can do: the perfect fusion of culture and sport. I highly recommend you check it out if you’re in the area, you can read more on their website, their twitter and look out for the iPad magazine that launches on the 30th June. More photos from the launch on the expand.
