Axe Lounge - first branded nightclub

For the summer of 2009, Dune (a big club on Southampton’s main party strip, North Sea Road) has teamed with Unilever, owner of AXE, to bring you Southampton’s first branded nightclub venture; now, the former will be known as AXE Lounge at Dune.

Axe will pay Dune for the space, but not the promotion. AXE will not share any revenue from the club, either. The team effort is modeled after a typical brand sponsorship, but for an entire season, rather than one night. AXE Lounge will feature a sponsored DJ booth with guest appearances, branded menus and valet tickets, AXE themed drinks and products in the men’s and women’s bathrooms.