{"id":2964,"date":"2011-06-24T14:56:01","date_gmt":"2011-06-24T13:56:01","guid":{"rendered":"http:\/\/blog.uk.cision.com\/?p=2964"},"modified":"2019-02-20T14:46:43","modified_gmt":"2019-02-20T13:46:43","slug":"1948-nike-store-a-gathering-of-londons-urban-social-media-stars","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/1948-nike-store-a-gathering-of-londons-urban-social-media-stars\/","title":{"rendered":"1948 Nike store: a gathering of London’s urban social media stars"},"content":{"rendered":"

In a post last month on Business Insider<\/a>, FirstMark Capital’s Amish Jani made the case for bricks-and-mortal retail as an endangered species. \u00a0Stores targeted according to sales performance, with their own P&L, will give way, Jani argued, to retail spaces as marketing channels whose function is to drive sales in the more efficient online environment.<\/p>\n

Right now, that position appears somewhat fanciful<\/a>, but for some power brands, it’s already very much part of their reality.<\/p>\n

Last night Cision was at the re-opening of Nike’s 1948 store<\/a>. Hidden away in the fashonable backstreets of Shoreditch, East London, 1948 is more marketing concept than money-maker. The site’s primary purpose is for Nike to hold events and collaborative projects to promote limited-edition produce and wider brand ideals.<\/p>\n

It is also a social space for Nike’s audience, which last night comprised a significant number of urban fashion’s social media elite<\/a>, including @OllieDanger<\/a> and @TheDailyStreet<\/a> crew. “Part retail outlet, part creative playground”<\/a>, the 1948 store might be driving formerly real-world sales online, but it’s also bringing Nike’s online networks into the meatspace.<\/p>\n","protected":false},"excerpt":{"rendered":"

In a post last month on Business Insider, FirstMark Capital’s Amish Jani made the case for bricks-and-mortal retail as an endangered species. \u00a0Stores targeted according to sales performance, with their own P&L, will give way, …<\/p>\n","protected":false},"author":322,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[3531],"tags":[88,2968,2983,3218,3493],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/2964"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/322"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=2964"}],"version-history":[{"count":2,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/2964\/revisions"}],"predecessor-version":[{"id":120549,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/2964\/revisions\/120549"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=2964"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=2964"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=2964"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}