The company has invested in the refurbishment of Bush Hall, a former dance hall in West London, and renamed it Bush Hall, Original Smirnoff Venue. It has opened a Smirnoff vodka bar, with additional branding throughout the venue.
The Bush Hall logo has also been redesigned to tie into the 'Smirnoff Original Nights' motif and the partnership will feature in future promotional work.
Smirnoff UK brand manager Nick Mills said the idea behind the tie-up was to 'create a home for original nights'. He added that while there were no immediate plans for other sponsored venues, they would be considered.
The initiative forms part of the wider 'Smirnoff Original Nights' promotional activity for the brand. Smirnoff is attempting to position itself as the champion of the burgeoning alternative nightlife scene, and the attendant rise in the popularity of cabaret and burlesque entertainment, through the sponsorship and creation of relevant events.
Earlier this year, the brand chose 10 revellers from countries around the world, including the UK, for a year-long quest to discover the most original nightlife experiences. They have been asked to report back via social-networking sites.