Nike's 1948 warehouse space in Shoreditch reopened over a week ago now, but, due to other commitments, I didn't have the time to get down to the store until just the other day. The new interior decor is extremely impressive; designed by the renown Wilson Brothers, Nike have cut no costs in creating, what is essentially, the home for Nike Sportswear and tier 0 products in this country. With impressive flooring made from recycled sneakers, and neon lighting blazing from the illuminating installation cast from the ceiling, the Wilson Brothers have displayed their immens talent for creative installations once again. With quality products such as the Liberty dunk, the Cassette Playa blazer and the ACG Magma, 1948 is also home to Nike's NSW range, with hoodies, t shirts and sweats complimenting the exclusive array of sneakers. If you manage to get down to the store, be sure to pick up the 1948 booklet whilst you are there. Edited by Acyde, the magazine offers a breakdown of East London's creative scene with key features on some of the areas most influential individuals, including such luminaries as Mr Batlow of the Ugly Kids Club, Sharmadean Reid of WAH and Carrie Mundane of Cassette Playa. The store symbolises Nike's ability to be one with the culturally relevant movements of the times, whilst remaining evidently impressive and extremely [almost intimidatingly] cool - pop down when you have the opportunity.
Images courtesy of the Wilson Bros, taken from here - thanks, sorry...
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2 months ago