Singapore - Party like Leonardo DiCaprio in The Great Gatsby at Fenix Room, a new club lounge that will launch later this month at Clarke Quay. St James Power Station will also offer a new nightlife outlet - a karaoke bar - by next month.

Fenix Room takes up a 5,000 sq ft second-storey space formerly occupied by commercial dance club Zirca, which closed its doors in February.

It is the first project launched by nightlife operator LifeBrandz and lifestyle marketing agency Massive Collective since they inked a partnership in March.

The deal saw Massive becoming a major shareholder in the public-listed LifeBrandz and taking on a bigger consultancy role over LifeBrandz' outlets in Clarke Quay, such as nightclubs Dream and Playhouse.

LifeBrandz chief executive Bernard Lim, 44, says: "We're constantly reinventing ourselves... so we're excited to develop these new concepts. Furthermore, with stronger expertise and the partners whom we work with, we think we are in a better position to succeed."

Drawing inspiration from The Great Gatsby - the 1925 classic novel by American author F. Scott Fitzgerald set in the Jazz Age of the 1920s and recently adapted into a successful movie starring DiCaprio - the club will be decked out in Art Deco-style interiors featuring diamond-cut mirror panelling.

Mr Phillip Poon, 36, one of the directors for Massive Collective, which also manages hot nightspots Mink and Royal Room at Pan Pacific Singapore, says: "It's a bit like an ultralounge with sofas and tables, but it's quite party-ish as well. Mink is more a hard- party sort of place with electronic dance music, but Fenix will have a bit of nu disco and hip-hop music."

In the next few months, Massive and LifeBrandz also plan to open a 60-seat modern steakhouse restaurant and bar, named Opus. The bar, located on the first storey of the former Zirca below Fenix Room, will offer more than a hundred varieties of craft beer. The total cost for the restaurant and bar and Fenix Room is around $2 million.

At St James Power Station, tonight will be the final night of operations for The New Paper Sports Bar, which will be making way for a new KTV bar next month. No details for the new bar are currently available, but Life! understands that the space will be leased out to Rain Musicbox Entertainment, which ran a karaoke outlet in UE Square previously.

Opened in 2010, the TNP Sports Bar was a collaboration between the tabloid newspaper, St James, SingTel and Tiger Beer, to create a meeting point for football fans to watch matches on multiple flat-screen television sets, discuss the game, and even meet the paper's sports writers.

Mr Gordon Foo, 30, coordinating director for operations for St James Holdings, said staffing issues and the high cost of purchasing a licence to screen the games at the bar were among the reasons for the change. But he adds: "In nightlife, it's normal to see bars change concepts every three to five years to keep things fresh."

The New Paper's editor Dominic Nathan says of the end of the partnership: "We had a great ride at St James and are exploring options to keep The New Paper Sports Bar concept alive, possibly this month for the new English Premiere League season and next year's World Cup."

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