In the summer of 2008, Nike redefined sporting retail when it launched '1948' in an abandoned East London railway arch.  Part retail space, part creative playground, 1948 celebrated freedom and self-expression through sport and culture.

This year, the space has undergone an extensive re-design in preparation for the biggest year of sport the UK has ever experienced.

Re-opened on Thursday 23rd June, 1948 in Shoreditch has been transformed to create a constantly shifting, overlapping space between culture and athleticism.  The new 1948 will not only stock the best Nike footwear and apparel available, it has been intelligently designed to allow communities to make use of the space and allow Nike to inspire Londoners to play and love sport through cultural experiences, installations, screenings and events.

The 1948 experience can also be enjoyed on the move thanks to a newly created iPad app – a digital evolution of the original magazine which features exclusive, interactive content from some of London's sharpest writers, photographers and illustrators – http://www.1948london.com/ipad-application.  Built by our friends at AKQA and launched across Europe through iTunes, the first download is a double-header featuring archive content from the previously released printed versions, and exciting new content that reflects and previews some of the things to look forward to in the space.