On June 23, Nike re-opened its major 1948 store in Shoreditch. In the summer of 2008, Nike launched 1948 in an abandoned East London railway arch. Part retail space, part creative playground, 1948 ‘was about the constantly shifting space between art and athleticism,’ as explained in on the store’s web site. The space has undergone an extensive re-design in preparation for the Olympic and Paralympic Games in 2012.

The new 1948 will not only stock the best Nike footwear and apparel available, it has been intelligently designed to become a sports and cultural center where communities experience artistic sport installations, screenings and events. A creative libraryand workspace open to all is also publicly available. Furthermore, 1948 will host an ongoing calendar of sports-inspired creative programming, starting with a tennis themed takeover.

A special 1948 iPad app appeared on 30th June and available for downloading . It’s a digital evolution of the original magazine which features exclusive, interactive content from some of London’s sharpest writers, photographers and illustrators. The first download features 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.

The space opened with installations in various forms from artists such as Best Ever whose large-scale abstract murals provide the perfect background to a film piece created by Tyrone Lebon; The film portraits the nation’s capital in a new fresh way at a time of year when it captures the imagination of tennis fans all over the world.

Recently Nike’s 3 min advert ‘Write the Future’ by Wieden+Kennedy Amsterdam has received Cannes Lions 2011 Grand Prix.