I led the creative direction and experiential design across Bumble’s UK and São Paulo ‘We Have Mutuals’ IRL activations, building a flexible live-events framework that adapted to each market’s maturity while staying rooted in Bumble’s core mission: enabling relaxed, real-world connections.

São Paulo was Bumble’s first entry into IRL events, requiring the activation to build awareness and trust beyond the app.

The challenge was delivering scale without losing intimacy. We combined two full Botanikafe café takeovers with three programmed singles events, ensuring Bumble had a constant brand presence while still creating moments designed for genuine connection.

Cultural nuance was critical. Event formats, pacing, and spatial flow were adapted to São Paulo’s social energy — encouraging participation without forcing interaction or over-branding the experience.

This hybrid approach allowed Bumble to launch confidently in a new market, embedding the brand into existing social rituals while establishing a repeatable IRL framework.