Back in 2008 Nike launched their concept store in a disused railway arch in East London. Last month it re-opened having been completely re-designed.
The store initially launched to not only showcase the most unique and innovative Nike product, but to also create a space which fuses sport, art and culture. Very quickly 1948 became a hub of activity – a place to shop, exhibit art, attend parties or just hang out in.
With 2012 being such a huge year for sport in London, Nike took the opportunity to revamp their space. A newly added library/ mezzanine invites customers to sit down and flick through the magazines and books on display or even to book the area for business meetings. An abundance of iPads can also be used to access the newly launched 1948 digital magazine, which covers work from some of London’s best photographers, writers and illustrators.
The space and aesthetics may have changed but Nike are keen to stress that the ethos remains the same.
Consumer Insights: East London is renowned for being the creative heart of London and an area with a real sense of community. The focus of 1948 isn’t actually retail – that’s apparent from the offset, so like-minded people with shared interests who form part of the East London youth culture can come together and connect through the Nike brand. That’s much more important to them than simply shopping for a pair of trainers.
Brand take-away: At 1948 the brand really opens itself up, letting customers interact with the space in whichever way they choose. The message seems to be, “this is your space”. The store celebrates uniqueness – not just of the brand itself but of those who love it and buy it. It feels as though this is Nike giving something back to those loyal to it.