This will be the third pop-up for the female-focused dating app with 26 million users, and the one that most embodies its digital experience
In today’s movement of next-wave feminism, Whitney Wolfe Herd, the 29-year-old founder of the female-focused dating app Bumble, was a trailblazer of sorts. She took a harrowing situation—a lawsuit against her Tinder cofounders for sexual discrimination and harassment—and turned it into opportunity. Since she launched the Bumble in December 2014, the company now has more than 26 million users, a gorgeous 4,600-square-foot headquarters in Austin, Texas, and a career-networking arm called Bumble Bizz that helps users—especially women—connect professionally. And on February 1, the company will launch its third Bumble Hive, a physical pop-up in Los Angeles that will run until March 25 where users will be able to work, network, and connect. Like previous pop-ups in New York City and London, the space will be used for panels hosted by the likes of Gwyneth Paltrow and Bumble’s heads of creative, Sara and Erin Foster.
Out of all the Bumble Hive’s thus far, the Los Angeles pop-up will most embody Bumble’s digital experience in physical form. “The design of the Hive was inspired by three central elements: the new Bumble headquarters in Austin, the modern Los Angeles design sensibility, and the concept of a buzzing beehive,” explains Kailani Novotny of Manifold Design and Development. “We combined a hexagonal hive pattern with custom backlit mirrors and floor-to-ceiling shelves to bring depth, reflectivity, motion, and a personalized feel to the space. The hexagon shape also appears in the chandeliers, tiles, rugs, and side tables to carry the Bumble brand throughout.”
This extreme branding, which is also present in the company’s Austin headquarters, was very important to Wolfe Herd. “Bumble is all about community and safe, empowered connections, and the Hive represents a natural extension of our brand and our values,” explains the founder. “We love that we’ve given people an opportunity to connect digitally, and the Hive allows us and our users to take that to the next level in a space where connections can come to life in person. Los Angeles is home to millions of Bumble users and we’re thrilled to have an opportunity to get to know them better following how much fun we had with Hive New York City last year.”
Novotny also found a way to use design to illustrate the company’s growing success and different components. “We used color and patterns to offset spaces in the Hive according to the three Bumble brand verticals: Bumble, BFF, and Bizz, allowing guests to experience each area of the brand as they travel through the experience,” she explains. “As a whole, we wanted to create a space where people can gather and collaborate, like a hive, to create something bigger and better than themselves.”
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