Playground →
Herman Miller's top 10 nearest neighbors are almost entirely media properties — websites, magazines, and blogs — with no other Home brand appearing until position 19 in the full neighbor set. The cluster is flat: scores run from 0.94 (dwell) down to 0.92 (Squarespace) with no single dominant pull.
The subcategory breakdown of the top 10 makes the pattern plain: six are Marketing Channel websites or magazines — dwell (0.94), DesignObserver (0.94), Bon Appétit (0.93), Design Milk (0.93), TAXI (0.93), and Architectural Record (0.93) — joined by Creative Review (0.92) and Slate (0.92). The remaining two are Squarespace (0.92, Technology brand) and Dezeen (0.92, Website). Design and architecture publications account for the densest cluster — DesignObserver, Design Milk, Architectural Record, Creative Review, and Dezeen all sit within 0.013 of each other — but the set also pulls in food and culture titles like Bon Appétit and Slate, signaling that the shared audience shape is less about design specifically and more about a media-literate, editorially-oriented readership that spans those verticals. No other Home brand appears in the top 10.
The flat shape here reflects an audience that mirrors the profile of engaged, publication-reading consumers rather than clustering tightly around any single content niche or brand category.
