Around the Scene

It’s too soon to tell what the new economy will bring to the swanky Hamptons nightclub scene on Long Island, N.Y., but the Strategic Group has landed another branding masterpiece with a deal that has turned the popular Dune Nightclub into the Axe Lounge for the entire summer season. After a Memorial Day Weekend launch, party-goers found Axe branding — as in the seriously strong scented brand of body wash, spray, etc. — present from the DJ booth and bathrooms to valet and even an Axe-themed drink. Axe has paid the club for the promotion and will not participate in any revenue, although it is responsible for bringing in talent such as Nick Cannon and LMFAO. By supplementing its revenue before the summer season even started, maybe at least one venue in the Hamptons will celebrate success. Look for an update in a future Nightclub Confidential.