2024 — 2025

Another year in the books. An interesting and beautiful one, with lots of expected and some unexpected changes. With familiar and unfamiliar challenges and destinations. And most happiness to be found in being with the right people. Old and new friends and collaborators. At the right time and place. In all aspects of our lives. (Thank you all!!!) It marked the end of our time in-house creative directing Atelier Munro and the beginning of our independent consultancy practice. It also turned out to be a year in which a lot has been written about what we’ve felt for some years now: how sameness is killing the distinctive quality of our (creative) culture. And how we have to keep on pushing newness even if people don’t think they need it (they are very wrong!).

Kyle Chayka’s excellent ‘Filterworld’ was among the first major observations to stir up this discussion, when the book was released in the third week of the year, and in the 11 months that followed a myriad of reflections, essays, podcasts and research dossiers were released that dealt with the same issue. Our digital world is more and more designed to feel frictionless. So, with every year that passes, going against that stream, trying to create new waves, is less and less rewarded (literally). Why aim to compete with what “works”, right? It will drown any way, right?

But without friction, one hardly feels anything. And we like to put feeling in what we create. We like you to feel something too. And we hate floating ourselves. Despite its apparent convenience. It is also deeply boring when the water isn’t moving in unexpected ways. We’ll be convenient laying down six feet under. So, all we can really do is to keep on swimming. Even when the stream continues to push back harder progressively, as has been the case for some years now. We’ll continue to become better swimmers. And maybe even find different waters to do what we aspire to.

The ecosystem of sameness, that is orchestrated by endless algorithmic “filters” —hence Chayka coining the term Filterworld— increasingly influences not just what culture we consume, but also what (increasingly repetitive) culture is being produced. In his remarkable book, Chayka poses: What happens when shareability supersedes messiness, innovation, and creativity—the qualities that make us human? What does it mean to make a choice when the options have been so carefully arranged for us? Is personal freedom possible on the Internet?

To the last question, ‘Filterworld’ argues yes—but to escape the sea of sameness, and even transcend it, we must first understand it. Continue to study it, to actually be able to do something new, stand out and have the convincing power to show others to do the same. Keep on pushing.

Once again, we enter the new year with an open visor. Although in many ways it is more urgent than ever to do so. At least to keep doing what we like doing most. And we know that the answers can only be found by touching grass and seeing people in the eyes. Rather than surfing the filters themselves, trying to see what they are about. Find ways on the outside, to have clear perspectives what’s going on inside. If you are looking for the same insights, feel free to tag along at any moment. You know where to find us.

In 2025, we’ll be out there as much as we can, finding the answers that we need to continue to make waves that are our own—or we’ll start working on the bottom of the ocean, that’s an option too…

Our first wave is about looking back at three years Atelier Munro, together with an artist we’ve been admiring for years and finally found a good reason to collaborate with—coming to you in February.

Happy new year!
Stay frictious!

And here some more good moments during the past 12 months caught by Joachim >>