![BRANDING : 1948 Nike’s New London Store nike 1948, jean julien guyot, blog, strategy, ipub.ca.cx, infopub.blogspot.com](http://media.paperblog.fr/i/164/1644515/branding-1948-nikes-new-london-store-L-1.jpeg)
The store, which is also a gallery space and a social meeting point, is the best place to check out the new NSW Collection as well as ‘Tier Zero' products. It's part retail outlet, part creative playground.
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The NSW Collection which launched last year is based on the radical idea that sports folk and creatives aren't that different - they both share the same rooted desire for freedom and self-expression. The 1948 Space is built around that idea, with collaborative projects going on throughout the summer including a special series of installations exploring the notions of community through sports - especially street sports - and art.