Recap: Nike 1948 Re-Launch

It’s been put back and put back, but last night the legendary 1948 re-opened it’s brand spanking new glass doors … and boy was it worth the wait!

This will undoubtedly go down as one of the highlights in the street fashion year, as Nike’s 1948 shop and lifestyle space re-opened it’s doors and welcomed in all the socialites, celebs and some next-level DJs by the name of Jamie XX and SBTRKT. As for the evening itself, the tunes were unquestionably good, the grub was great, the vibe was buzzing and the drinks seemed to be never-ending, which is all you can ask of an event really. But I’m sure that most of you reading this will be less interested in the launch party and more interested in what Nike have been slaving away at behind the closed gates of 1948…

Firstly, the entrance has changed; no longer do you walk straight ahead, but istead veer right into what is now a large entrance hall. It’s clear from this (amongst other things) that Nike are really trying to emphasise the fact that 1948 is a place for hanging out first over shopping. Four huge floor-to-ceiling screens greet you as you walk in the entrance hall and appear to be mounted on slides so that they can be re-arranged into one stupidly big screen at the back of the room, essentially turning the place into a Nike cinema (rad). As you walk through the oh-so-familiar archway you’ll notice a mezzanine sticking out from the right hand side of the room – yes, 1948 is now two-stories (kind of). This new floor is actually a meeting room, iPad lounge (featuring the stupidly dope new Nike iPad mag) and a library, which I’m promised will grow and grow – a damn cool addition to 1948.

Once again, you won’t find 1948 crammed full with product – only the best bits make it into this store. A cool seating platform at the back of the store opens up the space a lot and provides a great hangout spot as well as a place to showcase more sneakers. All in all, the re-fit makes 1948 feel a lot larger, more open and a lot lighter. It’s a huge improvement in my oppinion, and one that I look forward to spending a lot of time in in the future.

Enjoy the pics below … there’s plenty of them, and let us know what you think of the new refit.

Photography: The Daily Street

Alex Synamatix

One of three co-founders at THE DAILY STREET, Alex is our Editor-in-Chief, overseeing all TDS activity. Outside of TDS, Alex is a respected creative in his own right, from art directing club nights (comm•une) to consulting for some of the largest global brands.

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  • boaz

    You guys seriously need to fix up on the photography front. I mean come managed to make an out of this world store look average.

  • Robyn

    It would depend on whether their photographers are paid well enough, if at all, in my books. At least they make it more known, any coverage is good coverage as they say. It’s a tough job getting photography right and it’s far too easy to slate people. I realise the difficulties in this from personal experience!

  • Yin

    You need to realise they aren’t professional photographers. Pretty sure blogging isn’t their day job either, so they’ve taken time out of their personal lives to take photographs and cover an event for you guys. Be more appreciative. Could you take better photographs?

  • matt gomez

    I wish this was my house.

  • JIM

    Give it a rest BOAZ. The photos are perfectly adequate.

  • Eddie Fiasco

    Boaz Is Onna Stiff One!

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