Nike 1948, a pop up concept store from the sneaker brand giant, is back in London. In 2008 the pop up store, which plays on the year London last hosted the Olympics, was first unveiled in an abandoned railway arch in East London. Keeping it East, the site is in Shoreditch, but revamping the space radically for the run up to the Olympics - Nike 1948 promises to be a creative hub for locals and visitors through a series of installations, screenings and events. The opening event a few months ago served up a champagne delivery of music, Radio 1 DJ Benji B and Warp records Glaswegian DJ/producer Hudson Mohawke amongst the acts playing at the event. The launch also coincided with the release of their own Ipad app, which includes bite size chunks of content such as interviews and fresh artwork. Great to see a global brand putting more into local communities and using creativity from exterior down to the core of the concept.
Images from Nike 1948 concept store, 2011
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