Wake Up Club Sparks Lisbon's "Soft Clubbing" Revolution

Tripnly and Espressolab Portugal are transforming Lisbon's social scene with "soft clubbing," a wellness-focused nightlife trend that swaps chaos for community. Soft clubbing emphasizes "connection over chaos," inviting Gen Z and millennials to enjoy music and atmosphere in intimate, café-like settings rather than loud late-night raves. Participants dress up and step out without worrying about hangovers or social anxiety - sipping espresso shots under fairy lights to chill beats instead of peak EDM drops. This shift reflects youth priorities: mental health, balance and authenticity. As Indulgexpress notes, after the pandemic and burnout of traditional clubbing, soft clubbing feels "like the perfect antidote" where people can be social, stay sober (or not), and still be in bed by midnight.

Tripnly embraces this movement. Its tagline - "From epic travel experiences to the city's trendiest parties, we set the vibe wherever you are!" - captures the brand's mission. By co-organizing soft-clubbing events like Wake Up Club, Tripnly merges its travel app community with local culture. Users are encouraged to download the Tripnly app, join exclusive events, and be part of a global community that lives life fully. In just two Lisbon events, this strategy has already built thousands of new relationships, boosted brand visibility, and driven all KPIs through genuine community engagement.

Highlights from Lisbon's First Two Wake Up Club Events

Wake Up Club #1 (January 17, 2025): Lisbon's first-ever morning club event - and the first of its kind in Portugal - was co-organized by Tripnly and Espressolab Portugal and welcomed over 150 early risers, validating the strength of the concept. The high-energy gathering ran from 8 to 11 AM at Espressolab Baixa, was a resounding success and sparked intense word-of-mouth. Tripnly and Espressolab Portugal reported more than 50K total impressions across social media content directly related to the event, driven by Instagram DM invites and a viral gift box giveaway. The event also ignited strong business momentum. Tripnly CEO Alper Aydın shared that it produced "countless tangible and intangible positive outcomes," including five new partner proposals received during the event and three investor introductions that led to follow-up meetings. The success of Wake Up Club #1 proved that Lisbon can dance even before noon and reinforced Tripnly's mission to earn long-term loyalty and trust through memorable, real-world experiences.

Wake Up Club #2 (March 15, 2025): Building on the energy of the first event, Wake Up Club returned to Espressolab Baixa with DJ Brandi Perl setting the vibe from 10:00 AM to 1:00 PM. This second edition drew even more attention, bringing together over 200 people and generating over 100K impressions on social media. The event page alone received over 3,000 views. The lively morning crowd once again filled the venue, and the event helped multiply daily revenues by a factor of eight. The experience also highlighted Espressolab Portugal's authentic specialty coffee experiences in a modern, welcoming atmosphere that connects people and celebrates coffee culture. At the same time, it also showcased Tripnly's ability to convert energy on the ground into measurable growth.

"Soft Clubbing" at the Heart of Our Strategy

These wake-up parties are far from ordinary marketing efforts or side projects. They form the backbone of Tripnly's go-to-market strategy. "We are not doing marketing; we are doing branding," explains Alper Aydın, CEO of Tripnly. By crafting rich, meaningful experiences, Tripnly builds emotional connections rather than pushing ads. The soft clubbing format has directly driven growth: hundreds of thousands of impressions and countless interactions have expanded our user base and app engagement, with surging KPIs such as app downloads, session time, and even B2B inquiries. Meanwhile, positive word-of-mouth has unlocked new partnerships and investment opportunities. As Aydın emphasizes, the focus is on "creating lasting relationships by touching emotions and establishing trust and loyalty with users to build a brand that resonates deeply and lasts forever."
Ricardo de Meyrelles, Country Manager of Espressolab Portugal, adds, "Wake Up Club has become more than an event. It is a vibrant community where culture, connection, and specialty coffee experiences come together. Co-organizing this with Tripnly allows us to blend authentic local experiences with global ambitions, creating a unique space that truly resonates with Lisbon's dynamic spirit."

What's Next: Wake Up Club #3 (and Maybe Your City?)

Looking ahead, excitement is already building for the third edition on Saturday, August 2nd, from 10 AM to 1 PM at Espressolab Baixa. Lisbon's original Wake Up Club is returning louder, stronger, and with the same legendary vibe. After two sold-out events, both brands anticipate an even bigger crowd next time, along with greater global attention. With the shared vision of Tripnly and Espressolab Portugal, this format is scalable anywhere. From Lisbon to Los Angeles to Sydney, communities can gather for mornings of music, coffee, and connection powered by Tripnly's "All-in-One Travel Platform" and Espressolab Portugal's modern coffee experiences.

Connect with us on:
• Download on the App Store: https://apps.apple.com/app/tripnly/id6464086757
• Instagram: https://instagram.com/tripnly
• Facebook: https://facebook.com/tripnly
• LinkedIn: https://www.linkedin.com/company/tripnly

Contact us:
• Company Name: Tripnly, LDA
• Address: Rua da Prata, n.o 80, 2.o, 1100-415 Lisboa, Portugal
• Email: info@tripnly.com
• Website: https://tripnly.com
• Contact Person: Alper Aydın

About Tripnly:

Founded in May 2022 in Istanbul, Turkey, Tripnly is an "All-in-One Travel Platform" for travelers to utilize any kind of digital solution they need before, during, and after their travel by aiming to make every single trip carbon-neutral by 2030. Through the highly selective Startup Visa Portugal program, the company expanded to Europe in January 2024 and was selected for the Startup Lisboa Incubation Program (Fall Batch 23'). By December 2024, Tripnly had established its second office in Lisbon, Portugal, and relocated its headquarters there. Just 90 days after launching operations in Portugal, Tripnly ranked 13th among Lisbon-based travel companies according to a list published by F6S. Tripnly has also officially been recognized as a "Startup" under Portugal's Recognition of Startup and Scaleup Status. Today, Tripnly operates globally, serving thousands of travelers daily with a growing network of over 80 B2B partners. Backed by international investors, the company continues to expand its products and services, redefining innovation in the travel-tech industry.

About Espressolab:

Espressolab is a new-generation, youth-oriented coffeehouse chain founded in 2014. It opened its first store at Istanbul Bilgi University and today operates over 370 locations across 16 countries, including Turkey, Germany, Portugal, Egypt, Qatar, Jordan, Morocco, South Africa, the United Arab Emirates, Cyprus, Iraq, Lebanon, Libya, Kuwait, Kosovo, and Palestine. Approximately 93% of Espressolab stores are operated by independent entrepreneurs under a franchise model.

This release was published on openPR.