INSIGHTS & VOLUMES

WHAT THE HUB*!? ALE ABEBA

We spend a lot of our time making things. Campaigns. Brands. Ideas that need to fit into a few seconds, a few words, or a single image. But somewhere along the way, we started wanting to make something that didn't have to sell anything. What the Hub is our excuse to look closer. At HUBHUB, creativity has always been about more than making things look good. It is about noticing. Asking why. Finding the story hiding inside something familiar and wondering what happens when you look at it from a different angle. And there is plenty to look at. The way Ethiopian culture keeps changing while carrying pieces of its past with it. The people making things, building things, questioning things. The strange little histories behind everyday objects. Advertising and how it shapes what we notice, want and remember. Design, art, technology and the increasingly blurry space between them. Ideas that deserve more than a caption. The creative landscape around us is changing quickly. So are the ways we communicate, the things we value, and the people shaping culture. We wanted a place to explore all of that without having to turn every thought into a campaign. So this is a magazine, technically. But more than that, it is a collection of questions, observations, rabbit holes and things we think are worth talking about. Some will be about creativity. Some about culture. Some about advertising. Some might have very little to do with any of those things until you look closely enough. Welcome to What the HUB. Come curious.