A female-empowered dating app Bumble launched a physical location in New York's SoHo. Fred Katayama reports.
A sweet spot to take your honey. A female-empowered dating app Bumble took it to the next level. It launched a physical location in New York's trendy SoHo district. Bumble's director of marketing Shaden Abboushi. (SOUNDBITE) SHADEN ABBOUSHI, DIRECTOR OF MARKETING, BUMBLE, (ENGLISH) SAYING: "We wanted to create a safe space for our users to come and mingle, really. Bumble is all about making connection with people and, while it's great to be on your phone, and make connections via the app, we want to create a space and an extension of that where people could come and meet in real life, in person." For the month of June, the BumbleHiveNYC was a popup lounge at 158 Mercer Street, which anyone could enter, as long as they showed the Bumble dating app installed on their phones at the door. Inside, they could get free drink and snacks, along with great music from hip DJs and the company of other Bumble users. Bumble also organized a series of talks with thought leaders and entrepreneurs, including founders of the newsletter, TheSkimm, editors of Cosmopolitan.com, and organizers of The Women's March. Liz Marshall lives in New York City. (SOUNDBITE) LIZ MARSCHALL, NEW YORK RESIDENT (ENGLISH) SAYING: "I think it's a great way for people to connect in New York City. It can be really difficult, living here and meeting people, even at bars, because there are so many people. So you that, when you come here, everyone has a really similar interest in mind. And it's kin of this idea of speed dating, except, hopefully, less awkward and less weird people." Abboushi said picking New York City as its first space to launch the Hive was an obvious choice for Bumble. Many of the app's 14 million users live in the five boroughs. Next up on their agenda: similar initiatives around the world, and BumbleBizz to help connect professionals.