Bumble’s pop-up wants to remind people that dating isn't all doom and gloom
As some know too well, the modern dating experience isn't always a positive one.
For Bumble, with its "women-first" philosophy across the now three different modes (Bumble, BFF and Bizz) of its app, positivity has been a key factor in setting itself apart from the rest.
It's evident in the company's decisions on what is and what isn't allowed on the platform, and those good vibes are something Bumble is trying to channel down to its marketing.
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The Bumble Fab Lab is a pop-up in Sydney, Australia, a "multi-sensory experience ... designed to give you 30 minutes of sheer happiness and make you feel your most fabulous."
There are four rooms that are meant to please each of the senses. There's a very Instagrammable flower wall that obviously smells like flowers, and free ice-cream from local outfit Gelato Messina (the ice cream, honey and lavender, was custom-made for the pop-up).
A VR experience from Sydney mindfulness studio The Indigo Project transports you to the beach, and a "gratitude room" allows you to write on the walls about what you're grateful for.
"With Bumble’s recent move into business in Australia with Bumble Bizz, as well as friendship (Bumble BFF) and dating, we wanted to create an experience which spoke to all three of these platforms and made people feel empowered on every level," said Michelle Battersby, Bumble's country lead in Australia.
"Bumble has moved beyond just a dating app in the Australian market," she said. "At Bumble ... we believe in the power of positivity so you can become the best version of yourself and feel confident to make the first move in all areas of your life.
"This is exactly what Bumble Fab Lab is all about -- we wanted to create an experience that fills Sydneysiders with happiness -- a space where we can share the love with our friends, families and colleagues."
The pop-up is a spinoff from another temporary brick and mortar set up, The Hive, which opened in New York City and London with the intention to create a Bumble space for dates and businesses to meet up IRL.
The Hive came with a bar and café serving libations to help cut through the awkwardness, but the Fab Lab is more about you walking out more relaxed and happier than you came in, which is no easy task.
It's also another chance for the company to push the app's Bizz mode, which has had a soft launch in the country, but won't be officially launched in Australia until early next year.
