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.

This week's New Media Age includes a top 100 survey of agencies 'most respected' by the PR world. I have to confess to being a little suprised to see that Wieden + Kennedy has topped the list, as we wouldn't normally think of PR as falling within our skill-set. But I guess that this result, and the inclusion of other 'ad agencies' on the list, just shows how the lines are now blurring between advertising, social media and PR. The shape and nature of a 'campaign' these days is very different as we seek to seed material, start conversations and stimulate debate around client's brands. With something like 'Cats with thumbs' for Cravendale, the TV advert is just one element amongst a whole range of stuff, some of which isn't even branded as coming from Cravendale. Anyway, many thanks, ladies and gentlemen of the PR world.