The new club with private karaoke booths for small groups has launched in London's West End.
Now the Lastminute.com co-founder has backed its opening with the launch of a website . Created by the interactive agency de-construct, the site builds on a holding page, which has been steadily acquiring new customer registrations for three months.
Rather than a web marketing blitz, the business's managing director, Nick Thistleton said that emails have been sent to the registered database to announce the grand opening.
"We already have several hundred registrations," he said. "We are going to look at things like publishing on the website, where people sign up, to try to grow a community around it."
The project was conceived back in the summer of 2003, when Lane Fox went on a night out with friends Julian Douglas (formerly of WCRS) and Jonny Shaw, now head of strategy at ad agency TBWA in Tokyo, and agreed to back to venture.
Lane Fox co-founded Lastminute.com in 1998 with Brent Hoberman, eventually leaving her position as group managing director in 2003.
The company was floated in March 2000 and rose to be worth £677 million on its second day of trading. It has since agreed a takeover by US-owned online travel firm, Travelocity.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
.jpg)
.jpg)