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Brief Published: 13 Jun 2017

Bumble App’s Pop-Up Heroine Hub

Female-focused dating app Bumble is hosting a month-long pop-up in New York, adding an experiential dimension to its broadening mission of "creating an empowering, safe place for members of modern society to meet the important people in their lives".

The move follows the launch of a friend-finding feature last year, while its networking tool Bumble Bizz is set to launch in the autumn. Users will be able to create separate profiles, but the app's "women make the first move" rule will still apply.

The chic, flower-bedecked space in SoHo leans on Bumble's yellow and white bee-themed branding and includes a bar, merchandise nook and selfie station. Open Thursday to Sunday in June, #BumbleHiveNYC is set up for hanging out – there's a DJ and complimentary rosé on Sundays, as well as events. These include a Forbes-led Mentor & Mingle session and panels with The Skimm's founders and Cosmopolitan editors, who will be dishing on dating trends.

As outlined in our Power Girls report, millennial women are banding together to uplift each other in a powerful cultural movement, and more brands would do well to provide opportunities to meet, collaborate and bond. This 'Heroine Hub' – forecast in our 2017: Look Ahead - Consumer Lifestyle – may be followed by other pop-up or even permanent Bumble Hives in select cities.

For a look at fresh retail concepts designed to celebrate and support women, see Feminism-Fuelled Retail. For another way in which 'swipe and match' apps are helping to forge connections, see Just a Baby: Tinder-Style App for Aspiring Parents.