“0 feet away market by GRNDR”
Turning proximity into cultural connection and brand love
Grindr enters the Spanish market aiming to evolve from being perceived as an app for casual encounters to becoming a culturally loved platform within the LGBTQ+ community.
Despite Spain’s openness, first-time users still associate the app with stigma and reductionist perceptions such as a “meat market”, limiting emotional connection with the brand.
INSIGHT
Grindr already embodies a space of freedom, diversity and immediacy, but this value is often misunderstood or reduced in public perception.
STRATEGY
We reframed Grindr’s core proposition — proximity — into a cultural and experiential platform.
0 Feet Away Market transforms the idea of “connection nearby” into a physical and cultural marketplace where the LGBTQ+ community in Spain can experience Grindr beyond the digital interface.
A pop-up market becomes the spatial translation of the app: a place where discovery, desire, identity and community coexist.
IDEA
The concept brought together conversations, performances, workshops, brand collaborations and social encounters, each representing a different stage of connection, from discovery and curiosity to community and belonging.
Rather than recreating the app, the proposal explored how digital interactions could evolve into meaningful real-world experiences, turning connection into culture.
Creative Direction & Brand strategy: Natalia Arias A. - Sr. Copywriting: Ana Benitez - Art Directors: Débora Hillert, Catalina Forero, Pablo del Valle - Client: Grindr -
Agency: APPLE TREE
A physical manifestation of Grindr’s identity in Spain that repositions the brand as a cultural connector rather than only a dating platform, embedding it within the lived experience of the LGBTQ+ community.
@2026