Design a retail space for Bumble that is on brand, generates revenue, and is aligned with the brand's core
Bumble first started out as a dating app where women felt empowered to make the first move. Founder Whitney Wolfe wanted to challenge the norm and change the outmoded gender rules associated with dating. Now, Bumble allows users to confidently make the first move when it comes to dating someone new, networking with a new business partner, or meeting a new friend. Bumble exists to provide a safe online community for people to meet and foster healthy relationships by the following guiding principles:
After going out and speaking with people about what they know Bumble as, it appeared evident that people only viewed Bumble as a dating app. After speaking with them further, they were unaware that Bumble also offered chances to meet friends and to grow their professional network.
Although Bumble sees itself as being a lifestyle brand, it is still perceived as just a dating app.
Create a retail space that will help round out the perception of the Bumble brand while keeping its users in mind.
A women-first space to meet and connect
Colony is a 15,000 sq. ft. three-story building located in Washington D.C.'s Capitol Riverfront, DC's fastest growing neighborhood.
THE FIRST FLOOR:
The first floor is a coffee shop. It's open to the public and the perfect place for new friends to meet and get to know one another. It features a cafe/bar (1), communal table (2), open seating(3), and a sunken lounge (4).
We also designed a menu for the Honey Cafe, coffee cups with conversation starters, and ice-breaker cards that are engaging and on brand.
THE SECOND FLOOR:
The second floor is a, members-only, female co-working space. It features a state-of-the-art kitchen (1), communal tables (2), a library (3), meeting rooms (4), stadium style seating for lectures (5), and a dumbwaiter (6) that delivers food purchased downstairs at the Honey Cafe.
We created a membership pricing model competitive with other co-working spaces in similar locations. Membership includes guest speakers, happy hours, networking events, self defense and yoga classes, as well as discounts with local business partners.
THE THIRD FLOOR:
The third floor is a sophisticated rooftop bar. It's open to the public and a space where people can enjoy fun, causal vibes. It features a hexagon-shaped central bar (1), private seating for one-on-one conversations (2), hightop tables (3), a projector for events (4), and group seating (5).
WHY THIS WORKS:
Each floor strategically represents each aspect of the app (Bumble BFF, Bumble Bizz & Bumble Date). By designing a space that encourages and fosters healthy relationship, Colony will help round out the perception of the Bumble brand showing that it is in fact more than just a dating app.
Colony is a space that helps women feel more comfortable making the first move in all aspects of their lives.
LAUNCH PARTY? NO WAY!
We created a calendar that showed some of the events we envision Colony hosting and decided what better way to bring this experience to life than to have our very own Colony Launch Party, take a look!
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