Just last month Warren Buffet declared that retail is dead. I have written in the past about my belief that retail is just being reinvented and old companies fail to see how to adapt.

Brand experiences and events are what brings the online world, offline.

We have seen brands like Warby Parker take to brick and mortar. But brick and mortar is not just for showcasing merchandise, its to connect people with the brand.

Bumble, the online dating app just announced they are opening a physical space, which will not only act as a meet-up station for the app’s active participants, but for any wannabe dater looking for a place to meet eligible ladies and gents. Because, y’know, there aren’t enough bars to meet single people in f*cking New York City.

Dubbed as The Hive, it will not be just for dating but will could primarily become a cool networking space for folks to engage with other humans IRL—not just a place for the birds and bees to meet.

They’re clearly trying to appeal to more than just singles, as the app makes a push to become a place to find friends and expand your professional network too. And the good news is that means you probably won’t be stuck standing in a room full of people who are all on first dates.

They’ve also scheduled a series of events with partners like Forbes, Whispering Angel Rosé, and Drybar to keep things busy, and there’s a coffee bar and a real bar too — thank goodness.

This focus on community also meshes with the startup’s plans to eventually expand on BumbleBIZZ, which is Bumble’s attempt to help users with professional and social networking, and retain users who may not necessarily be looking to date.

Bumble said the current plans are to keep it open for a month, but isn’t ruling out the opportunity for an extension, or potential expansions into other cities.

The Hive will be located in Soho at 158 Mercer Street, and will be open Thursday – Friday 8am-2pm and 4pm-10pm, Saturdays from 10am-2pm and 4pm-10pm, and all day Sunday from 10am-8pm.  Check out the event page here for more details.