Going by its snaking long queues on a regular weekday night, Singapore's latest hotspot Mink has given the local clubbing scene a shot in the arm.
Launched late last year by the same people behind Filter club at Gallery Hotel, Mink and its accompanying lounge Royal Room is a 5,000 square feet club that oozes casual, chic opulence with its plush red-and-purple sofas and mood lighting.
Situated at the Pan Pacific Hotel, Mink looks and feels like the superclubs from Los Angeles and Las Vegas. It's the latest club to be seen at with models, socialites, celebs and even Facebook co-founder Eduardo Saverin among its regular patrons.
Phillip Poon, director and co-founder of Mink told Yahoo! Singapore that the club's early success has not come by chance.
To stay "one step ahead of the game", he said his team spent a fair amount of time building up the club's loyal fan base and getting to understand what they wanted. Unlike Filter's members-only policy, Mink is open to all above 18.
He said, "As there was no club concept similar to Mink, it was relatively refreshing to party-goers in Singapore. At the same time, Filter is a members club and entry is by guest list only so a segment of our database was alienated but when Mink was launched, it catered to a different audience from Filter, therefore we concentrated on promoting Mink to its target audience."
So is it about to dethrone Singapore's all-time No. 1 dance club Zouk anytime soon?
19-year-old clubber Charlene Keasberry is one who says she prefers the "slightly more mature", discerning crowd at Mink.
"I prefer the slightly more matured crowd at Mink as compared to Zouk and the music is also really good," she said.
"I go wherever my friends and I feel like going, though of late it has been Mink over Zouk. Crowd, music and atmosphere wise, I'd have to go with Mink. I usually go to Zouk if there's a guest DJ but even then it's too crowded to enjoy most of the time."
Another clubber, 21-year-old Fiona Sng, also said she preferred Mink because it was less crowded and had a more "classy feel".
"Zouk will always be the club that people go to once they turn 18," she said. "The crowd at Zouk can be overwhelming for me sometimes and it can get so packed I hardly have space to move around. I also love Mink more because when I step in, I feel classy and it's always good to make a lady feel classy. The combination of purple and pink for their posh interior is also a plus."
But Zouk, which recently celebrated its 21st anniversary in April, still has its fair share of loyal fans.
"To me, it is like the only club in Singapore that will never grow old with people, " said 20-year-old club promoter Dana Lim.
"Zouk is still the hottest place to be but there are other clubs trying to get above too, like Mink and Helipad but ultimately, Zouk will always be my favourite," she added.
Fellow clubber Jolene Lim, 20, shared her sentiments but conceded Mink is quickly gaining ground.
"I wouldn't say Zouk is dying because it still has its usual crowd but then again, Mink and Filter seem to be catching up. Zouk has a reputation to keep and a very good one at that; it is after all, one of the top five clubs worldwide," she said.
Sofie Chandra, Zouk's marketing and business development manager, welcomed the challenge posed by new players in the clubbing scene.
"After being around for 21 years, many consider Zouk as a second home or a place to meet up with friends and hang out. Even with new players and clubs opening, our clubbers choose to come 'home' after awhile," she said.
Sofie added that new clubs like Filter and Mink help "keep the entertainment scene vibrant and dynamic" and "keeps us on our toes".
Indeed, besides Zouk and Mink, older clubs such as The Butter Factory remain a big draw for clubbers.
27-year-old clubber, Justin Tan, said, "Butter Factory comes across as a very hip and young club and always so full of energy and creativity. The creative minds behind it are Bobby Luo and Ritz Lim who are really funky themselves, plus they have a good-looking and approachable DJ. They are the ones who are able to bring in the crowds."
He went on to add that "the graffiti on the walls tell you that Butter Factory appeals to the young and non-conformist" and while the crowd is mostly young, the club's VIP area "is perfect for people in my age group".
While it's early days yet for Mink, will its success last in the notoriously cut-throat world of nightlife entertainment?
Regular clubber Theodore Woon, who alternates between Zouk and The Butter Factory, for one questioned if the hype around Mink would be a passing fad.
"Zouk is a safe bet. It is like a backup you know you can always rely on when it comes to clubbing. I think Mink has been the hype lately mostly because it is rather new and young people like to try new things but sooner or later they might get sick of it and go back to Zouk, like what happened with Supperclub," said the 23-year-old.
"The environment at Mink feels like a very upscale place and you know how kids these days love to feel they're somebody that matters. But Pangaea at Marina Bay Sands would be the hottest place in town for me now."
Clubs that opened in Singapore the past year: