Blu and Ministry of Sound have partnered to “revolutionise” the choice between smoking and vaping in the flagship London club.

From now through to April 2018, blu will hold the exclusive rights to sell and sample vaping products within the iconic dance venue. Clubbers will have the option to purchase the most popular blu device, the blu PRO which boasts advanced technology, innovative design and ultra-smooth taste, and choose from the full flavour and accessories range. Club-goers can purchase blu from bars indoor and out, and from the official merchandise shop.

The partnership will expose the 1,500 dance music enthusiasts who come through the doors each club night to vibrant and striking branding and visibility within the club’s courtyard and other high footfall areas. The large outside terrace has been turned blu with bold branding, light projections and a blu light installation. Inside the club, blu branding will be seen by every club goer. A monthly brand ambassador initiative will also give smokers and vapers the chance to try blu, and find out more about vaping, through a smoking-area sampling program. The brand will also be offering VIP access to select blu customers every month.

Jennifer Roberts, VP Customer Marketing at blu UK, said: “Ministry of Sound is an innovative, global, multi-media entertainment brand that demonstrates an incomparable ability to create unique and memorable experiences. It was a natural fit for blu. We are excited to partner with Ministry of Sound to put blu within the narrative of peoples’ experiences.”

The partnership officially launched on Friday April 21. Further details on blu and its extensive range of lifestyle products can be found here at