Playground →
The top 10 neighbors for Cool Hunting span a notably mixed set of subcategories — B2B brands, journalists, websites, magazines, and a restaurant brand — with scores compressed tightly between 0.98 and 0.99, the hallmark of a flat shape.
The leading neighbor is Emily Nussbaum (0.99), a journalist, followed closely by R/GA (0.99) and PSFK (0.99), a B2B brand and a fellow website respectively. Huge (0.98), AKQA (0.98), Wieden+Kennedy (0.98), and Droga5 (0.98) form a dense cluster of B2B agencies — four of the top 10 carry that subcategory. Alongside them sit Momofuku (0.98), a restaurant brand, Lucky Peach (0.98), a magazine, and Intelligencer (0.98), a blog. Cool Hunting is itself a website, and only PSFK shares that subcategory in the top 10. The dominant presence is B2B agencies (four neighbors), with journalists, magazines, blogs, and a restaurant brand filling the rest — a cross-kind mix that cuts across creative, editorial, and food-adjacent audiences rather than clustering around other design or lifestyle websites.
The flat, tightly-scored shape suggests Cool Hunting's audience is defined less by a single adjacent community than by a broad professional-creative profile that overlaps equally with agency culture, media criticism, and food publishing.
