Dennis Publishing Inc. announced an alliance yesterday with Midnight Oil Co. and After Midnight Co. to launch Maxim-branded lounges in major cities nationwide.
The Maxim Lounges open starting next year, hosting branding events and serving as after-work meeting places and late-night party venues.
A monthly lifestyle magazine, Maxim has a rate base of 2.5 million and claimed U.S. readership of 13 million. There are 32 editions worldwide. The brand is known for its Maxim Super Bowl, Maxim Hot 100 and the All Access Parties.
Midnight Oil founders Rande and Scott Gerber are known for their signature Whiskey Bars in W Hotels nationwide and also for Stone Rose in New York’s Time Warner Center across from Central Park.
