The rich can't even afford to go to the Hamptons this year. Who shall take their place? The wearers of Axe Body Spray! It all makes perfect sense:
While other brands have sponsored party spaces, like the Polaroid Beach House in Malibu or the Esquire Apartment or the Playboy Mansion, this is one of the first brand-sponsored nightclubs going for a full season.
For its branded mating experience, Axe selected a big club on Southampton's main party strip, North Sea Road. The club has been known as Dune for the last couple of years, but this summer it will turn into the Axe Lounge.
There will be Axe branding on the D.J. booth, menu and valet tickets; an Axe-themed drink; and Axe products in the men's and women's bathrooms...But, Mr. Heller said, the branding will be relatively subtle.