transforming 1948
the challenge
Through 1948, Nike wanted to begin the process of handing over ownership and belief back to young Londoners by giving them the keys to the city. Nike asked ON ROAD to support them in reimagining and repurposing the space, using our expertise in young Londoners to rethink the purpose of NikeLab in the city. This meant transforming 1948 from a retail hub into a learning resource to facilitate and support London's next generation.
the insight
The reimagining of the NikeLab 1948 space began as a direct response to a key insight unearthed during the Londoner campaign: young Londoners are desperate for space in a city where austerity is biting, privatisation is on the rise and youth oriented spaces have been closing rapidly over the previous 15 years in London.
Working with partners such as XYZ and closely with the Nike team, ON ROAD advised on facilities, furnishings, and staff, as well as initial programming whilst we established 1948's local network of partners. We worked with 14 local communities, including men's mental health support group HimxHis, Africa-centric music magazine Native and groups such as Muslim Sisterhood and Football Beyond Borders.