For nearly a decade, the Strasbourg-based creative agency MØM has built its reputation on a simple but powerful philosophy: finding beauty and meaning in the ideas that everyone else overlooks. Founded by creative director Willy Berquier and his associate Céline Aznar almost ten years ago, the agency has consistently pursued what its co-founder calls "doing what nobody else is doing."
"We founded the agency almost 10 years ago with my associate, Céline Aznar. At the time, the idea was simple: not to do what everyone else was doing," Berquier explains. "That might sound cliché, or too good to be true – but really, it was nothing more than that." This mindset of instinct and rebellion existed long before MØM became a recognized name in the creative industry.
For Berquier, the agency's approach centers on pursuing ideas that don't necessarily scream 'innovation' but feel inevitable once they exist. "What I had felt deep inside since I was a child turned out to be something others actually called a profession. So I thought, ok, let's head in that direction," he recalls. "And the whole team shared the same gut feeling." This shared intuition has defined the agency's core values and creative philosophy ever since its inception.
The thread that runs through everything MØM does – from branding and cultural projects to film and editorial work – is the power of ideas that feel obvious after the fact. "We're fascinated by ideas that feel so obvious once they've been revealed – the ones everyone walked past without noticing – and then finding the most powerful and beautiful way to bring them into the world," Berquier says. This approach means the agency thrives on working with clients who are willing to take risks and value substance over surface appeal.
"We're not artists creating for ourselves," Berquier adds. "Our role is to listen, to understand, and to channel creativity into clarity, impact, and relevance." It's a philosophy that feels especially vital in today's world saturated with noise and competing messages. "The projects that drive us are those where bold choices and meaningful intentions come together – whether in design, culture, or beyond – to create something that can really resonate."
According to Berquier, the biggest challenge of building an agency like MØM hasn't been creative at all – it's been maintaining their independence. "It's to resist the call of the sirens, particularly in the times of crisis we've all been going through over the past few years," he explains. "The greatest wealth of creativity lies in independence. No doubt about it." For MØM, independence isn't just a business decision but an engine that keeps the team ambitious and restless.
"It's both freedom that opens doors and keeps us awake, but also daily pressure to do far better than others," Berquier says. "Because if we only do just as well, it's not enough. We have to raise the bar higher in order to make a difference, and to do it our own way." This ambition shows up not only in the work MØM takes on, but also in the projects it chooses to decline.
"Sometimes, that means having the courage not to accept every project, knowing when to say 'No' to our clients, recognizing that there's still another mile beyond what others call the extra mile," says Berquier. "Once again, for many this might sound like effort, but for us, it's a mindset."
This mindset was put to the ultimate test during the COVID-19 pandemic, which became one of MØM's proudest chapters. "From the very first day of lockdown until the 'end' of Covid, we never stopped delivering for our clients, even much more than in normal times," Berquier recalls. "We were even shooting a TV commercial in Belgium, right in the middle of confinement, when contagion rates were still high."
The pandemic served as a baptism of fire for the agency's lean and flexible structure, which is built around a network of independent talent from around the world. Ten years ago, Berquier says, that model "felt like a risky bet" in France. "Today, it has become the norm, even a trend." This adaptability – the ability to stay small, nimble, and deeply engaged – has become one of MØM's defining strengths and a reminder of why independence was worth fighting for.
Beyond craft and cleverness, MØM is driven by a deeper belief that creativity has an important role to play in shaping culture and shifting boundaries. The agency's project Le CerCle, produced by Silvera, serves as a perfect example of this philosophy in action. "We felt we were helping to build bridges between two worlds: on one side, the luxury design market – often seen as untouchable and outside the usual codes – and on the other, ambitious yet essential ecological thinking," Berquier explains.
"Le CerCle has a very clear message: stop going around in circles and move the circular economy forward. It's far from being 'anti-design'. Quite the opposite – it's exactly what design should be about in a few years," he adds. This same thinking underpins In Talks, MØM's series of intimate conversations with some of the world's most celebrated designers.
Through hours of discussions with notable figures like Patricia Urquiola, Faye Toogood, Ron Arad, Tom Dixon, and GamFratesi, Berquier noticed the same pattern emerging across all conversations. "No matter the origins, influences, personal style, or methods, the common thread is the same: how do I create something for others that I deeply believe in, starting from my own inventiveness?" he observes.
"Whether it's defending women's voices, reducing humanity's impact on the planet, breaking free from one's own condition, or simply improving people's everyday lives, everyone has their own driving force. It's fascinating," Berquier says. This revelation reinforced MØM's belief that the most powerful creative work comes from a place of genuine conviction and personal investment.
Spend any time with the MØM team and you'll quickly sense what fuels their creativity. "We're fascinated by the idea of uncovering the kind of ideas everyone should have noticed – those little tilts, those sparks that people walked past without ever seeing or giving weight to," Berquier says. "The kind of ideas we'd be jealous of if someone else had spotted them first."
This obsession with clarity and simplicity shapes not only the work but also the studio's culture. MØM thrives on unusual pairings, unexpected collaborations, and a deep love of craft, language, and music. "From people's point of view, I think that if you ask them when we're not in the room, they would say that we love craft, we love music, we love the beauty of words, we love combining unexpected things or unusual profiles," Berquier says. "That's a bit of our signature. At least I hope so."
As for what's next, Berquier and the team aren't slowing down. A new collaboration with renowned designer Philippe Starck is on the horizon, alongside the launch of a specialized branding and art direction department dedicated to working with artists, athletes, and public figures. MØM's international work is also ramping up significantly – a development the team is "really proud of" and sees as validation of their unique approach.
Perhaps most telling is Berquier's attitude toward the future, where he sees a careful balance of ambition and openness to new possibilities. "Even as an eternal curious mind, I'd rather not know exactly what the future holds," he says. "What excites me most is simply the chance to keep exploring new things." This spirit of exploration is what MØM was built on and what will keep it evolving in the years to come.
"Our goal isn't to be excellent at one thing we already know how to do," Berquier concludes. "Our goal – and my job – is to excel at creating the right conditions and connecting all the dots so that we can be good at things we've never done before. And that's the best wish I can make for us."
