Bumble is the digital destination to meet your next significant other (Bumble), best friend (Bumble BFF) or most valuable business connection (Bumble Bizz). Bumble is about creating an empowering, safe place for members of modern society to meet the important people in their lives. But, until June of 2017, Bumble only existed as a digital experience - Cue Manifold.
Bumble came to Manifold with a challenge – to create a real-world extension of the Bumble brand through a physical space in New York City. The goal was to create an empowering, safe place for modern society to connect to the important people in their lives – fondly called "The Hive."
The Hive was built to facilitate meaningful connections beyond the limits of the digital app in order to deepen relationships with current Bumble members and increase membership by providing new, compelling avenues for consumers to be interact with, and be introduced to, the brand.
The measurable objectives for the Bumble Hive NYC were to:
• Press and social engagement: Measured through press coverage and impressions.
• Incredible design and programming: Measured through positive feedback from attendees and media.
• High attendance rate: Measured through attendance numbers for each of the programmed activities.
Bumble and Manifold partnered to take the Bumble user experience offline and bring it into the real world with Bumble Hive NYC: a month-long pop-up space in SoHo and the first in a series of experiential destinations from the brand. Designed to embody Bumble’s digital experience in physical form, the Hive brought together leading thinkers, artists, and entrepreneurs to celebrate the empowerment of women across all facets of life.
Bumble’s Founder and CEO, Whitney Wolfe used the Hive as a platform to tell the Bumble brand story, connect with influencers, host partners and media and interact directly with Bumble users. The stage was intimate and inviting with a dynamic mix of celebrities, entrepreneurs and tastemakers including Pia Arrobio, LPA the Label Founder, Covetuer, Cosmopolitan, Jessica Bennett, Forbes Author, Alejandra Campoverdi, former Obama White House Aide and more.
Manifold took over a stark white space and transformed it into a honey-gold haven, designed to provide guests with the feeling of being in a glowing hive.
One corner of the space was home to a cozy yellow nook, framed by our Hive wall installation "Connections through History," which featured custom hand-drawn imagery depicting the evolution of communication since the beginning of time – from smoke signals, Pony Express and love letters, to chat rooms, texting and (finally!) to Bumble.
Another all-yellow vignette featured a custom art piece, the "Wall of Dicks." This installation featured hand-drawn illustrations of famous men throughout history, all named Richard, and lightheartedly reminded guests ‘No dick pics’ unless your name is Richard.
Visitors were also provided with non-programmed entertainment : A metallic-gold Hive photo opp; Music Match encouraged guests to activate the Spotify feature in the Bumble app and compare their most played artists with their date; Drybar provided hair touch-ups; And, Glamsquad hosted style session takeovers in the Parlor.
Attendance & Face Time: The Bumble Hive NYC brought in 3,500+ visitors across 19 activation days, which exceeded Bumble’s attendance expectation and provided over two hour of uninterrupted engagement per guest.
Media Mentions & Impressions:
• 400,000+ Direct Impressions
• 200+ Million Media Impressions
o TechCrunch (6.5M Monthly Visitors) – https://techcrunch.com/2017/06/01/bumble-is-opening-a-physical-space-in-new-york-for-dates-to-meet-up/
o Entrepreneur (14M Monthly Visitors) – https://www.entrepreneur.com/slideshow/295571
o Mashable (70M Monthly Visitors) – http://mashable.com/2017/06/02/bumble-irl-hive-nyc/#n_Of194NOiq1
o PSFK (1M Monthly Visitors) – https://www.psfk.com/2017/06/bumble-is-opening-a-real-space-in-new-york-for-dates-to-meet-up.html
o Reuters (5.4M Monthly Visitors) – https://www.reuters.com/video/2017/06/27/dating-app-bumble-opened-a-popup-lounge?videoId=371974888
o Business Insider (91M Monthly Visitors) – http://www.businessinsider.com/r-dating-app-bumble-launches-pop-up-location-in-manhattan-2017-6
o Time Out New York (2.5M Monthly Visitors) – https://www.timeout.com/newyork/blog/bumble-just-opened-a-brick-and-mortar-dating-and-networking-space-in-nyc-060217
o amNY (1.1M Monthly Visitors) – https://www.amny.com/things-to-do/bumble-s-soho-pop-up-offers-safe-space-to-take-your-date-1.13740666
o The Daily Meal (2M Monthly Visitors) – https://www.thedailymeal.com/news/eat/popular-dating-app-bumble-opens-ultimate-date-spot-new-york-city/060617
o The Wrap (8M Monthly Visitors) – https://www.thewrap.com/bumble-opening-up-hive-in-nyc-for-users-to-mingle-irl/
o Food and Wine Magazine (5.5M Monthly Visitors) – http://www.foodandwine.com/news/popular-dating-app-just-opened-brick-and-mortar-meet-location
o Hello Giggles (2.4M Monthly Visitors) – https://hellogiggles.com/love-sex/popular-dating-app-opened-bar/
o The Debrief (0.5M Monthly Visitors ) – https://thedebrief.co.uk/relationships/dating/bumble-dating-app-bar/
• 50+ Million Social Impressions
• “What do popular dating apps and brick-and-mortar storefronts have in common? Until now, nothing.” – TechCrunch
• “The dating app has a new pop up location in New York City, and it may hint at the company's future.” – Entrepreneur
• “Dating apps make it easy to connect with people, but what if they could also give you a place to meet up in the flesh? Bumble is doing just that. So what exactly is meant to happen in this posh yellow space?” – Mashable
• “The physical space is aptly called the Hive and its built to embody the Bumble brand. Decked out in yellows and hexagonal embellishments and furnishings, the Hive is a beautiful spot for a meetup.” – PSFK
• “Bumble, a dating app where women typically initiate the conversation, has created a buzz after launching a pop-up location this month in Manhattan, the first in a series of experiential destinations.” – Reuters
• “You can now actually stumble into Bumble.” – Bravo