WASTED HOUR

merging high-quality interior pieces, niche designers, and underground magazines, WASTED HOUR has established itself as a rare space for inspiration and aesthetics in hamburg’s renowned neuer wall area. what began as an independent magazine founded by MARTIN HUFNAGEL evolved over the past eight years into a carefully curated concept store — both physical and digital — shaped by a growing community of people passionate about emerging designers, global music culture, hidden art gems, and queer creative spaces.

WASTED HOUR is not about owning the most expensive pieces. it's about entering a space where curiosity, conversation, and discovery are at the center — a place to find your new favorite scent, an unexpected silhouette, or simply a moment of quiet inspiration.

since october 2024, i’ve been working with the WASTED HOUR team on their social media presence. the focus lies on translating their unique atmosphere into digital form — finding visual and editorial formats that reflect the store’s laid-back attitude, openness to experimentation, and pioneering role in hamburg’s fashion and retail scene.

our content strategy highlights both the products — their quality, texture, and versatility — and the community that makes WASTED HOUR what it is: a living, breathing space of connection and aesthetic exploration.

@thewastedhour