James told Event this is the first time Ministry of Sound has opened its audience up to third parties.
"The venue has never really looked at introducing brands until now – that’s what I have been brought in to do. I am responsible for pulling the different areas of the business together to talk to brands about it."
The focus will initially be on the venue itself, and while alcohol brands will obviously be a suitable fit, James recognises there is a market for hotel, beauty and fashion partnerships
"We are looking at big ticket activations to reposition the brand," he said.
"We want alcohol brands to take ownership of real estate within the venue through exclusive partnerships – they would gain official pouring rights. They can potentially put their own installations in, for example one brand has suggested the idea of a floating bar.
"We are also open to partnering with fashion and beauty brands who could create installations in the women’s bathrooms that are staffed with people who can touch-up guests’ make-up, as well as hotel brands who are looking to provide their guests with new experiences."
James is confident the venue will secure brands for experiential activity sooner rather than later. "We are talking to quite a few brands so it should be fairly imminent, hopefully within the next few months.
He added: "This is all about making the consumer’s experience of the club better."