Time Out says
Posted: Thu Dec 2 2010
With Oxford Circus’s Nike Town catering for the masses, it seems Nike’s army of more refined sneaker freaks were feeling a little overlooked. The trainer brand’s clubhouse for their most loyal (and obsessive) fans, 1948, is hidden under the railway arches on Bateman Row, a sidestreet connecting Great Eastern Street to Curtain Road. Its black-brick interior is complete with squishy sports-ready flooring made from recycled trainers, white neon football-pitch ceiling sculpture and plasma screens (which customers are often glued to when a big match is on). Another sizeable arch acts as a room for parties and Nike events, and a decked garden makes the most of the odd flash of sun. Originally a pop-up shop stocking Nike’s NSW collection, 1948 opened its doors in February 2009 and its steady stream of customers has ensured the store stays open indefinitely.
1948 Arches 477-478 Bateman's Row