Fix What’s Broken.
Protect What Matters.

Fix What’s Broken.
Protect What Matters.

DON’T WASTE I curates capsules of cultural memory with creative pioneers —
and works with brands and studios to build high-performing systems in culture and business.

For creative pioneers who want to perform at their best —
in how they lead, communicate and build systems that work.

FEATURED CAPSULE

INDEX

shaping how we work, build and lead

shaping how we work, build and lead

00

ABOUT

01

CAPSULES

02

PARTNERSHIPS

03

PLAYBOOK

DONT WASTE I is a communication performance platform.We collect stories, tools and systems with creative pioneers. And we work with brands and studios to translate these insights into action: building ecosystems that think clearer, move sharper and waste less potential.

00

ABOUT

01

CAPSULES

02

PARTNERSHIPS

03

PLAYBOOK

DONT WASTE I is a communication performance platform.We collect stories, tools and systems with creative pioneers. And we work with brands and studios to translate these insights into action: building ecosystems that think clearer, move sharper and waste less potential.

00

ABOUT

01

CAPSULES

02

PARTNERSHIPS

03

PLAYBOOK

DONT WASTE I is a communication performance platform.We collect stories, tools and systems with creative pioneers. And we work with brands and studios to translate these insights into action: building ecosystems that think clearer, move sharper and waste less potential.

featured capsule

On Freedom, Fiction, and the Discipline to Think for Yourself

Director ILL-STUDIO

EP TITLE

THOMAS SUBREVILLE

EP TITLE

Thomas Subreville is director of ILL-STUDIO, a post-disciplinary practice based in Paris working between art, architecture, and fashion. Over the past two decades, he has collaborated with global brands such as Louis Vuitton, Chanel, Nike, and Mercedes-Benz, shaping the cultural codes of contemporary design. Rooted in research, narrative, and experimentation, Thomas explores how perception, fiction, and freedom intersect — creating work that blurs the boundaries between disciplines, industries, and ways of thinking.

SPACE

INSTAGRAM

EPISODE

27

SEASON

02

SEASON

02

EPISODE

27

THOMAS SUBREVILLE

Director ILL-STUDIO

INSTAGRAM

On Freedom, Fiction, and the Discipline to Think for Yourself

EP TITLE

Thomas Subreville is director of ILL-STUDIO, a post-disciplinary practice based in Paris working between art, architecture, and fashion. Over the past two decades, he has collaborated with global brands such as Louis Vuitton, Chanel, Nike, and Mercedes-Benz, shaping the cultural codes of contemporary design. Rooted in research, narrative, and experimentation, Thomas explores how perception, fiction, and freedom intersect — creating work that blurs the boundaries between disciplines, industries, and ways of thinking.

SPACE

SEASON

02

EPISODE

27

THOMAS SUBREVILLE

Director ILL-STUDIO

INSTAGRAM

INSTAGRAM

On Freedom, Fiction, and the Discipline to Think for Yourself

Thomas Subreville is director of ILL-STUDIO, a post-disciplinary practice based in Paris working between art, architecture, and fashion. Over the past two decades, he has collaborated with global brands such as Louis Vuitton, Chanel, Nike, and Mercedes-Benz, shaping the cultural codes of contemporary design. Rooted in research, narrative, and experimentation, Thomas explores how perception, fiction, and freedom intersect — creating work that blurs the boundaries between disciplines, industries, and ways of thinking.

SPACE

Optimising Communication Performances

Helping creative businesses communicate better, work smarter, and grow sustainably—without losing their creative edge.

Optimising Communication Performances

Helping creative businesses communicate better, work smarter, and grow sustainably—without losing their creative edge.

This is not a podcast.

These are capsules of cultural memory.

Listen when it feels right. Pass it on if it stays with you.

Listen when it feels right. Pass it on if it stays with you.

SEASON 2: FULL GUEST LINE-UP

GET WEEKLY EPISODE UPDATES

Adi Gillespie

Andrea & Simone

Anne Kremers

Livia & Dan

Ben Wright

Chiara Tomassi

Daria Zvereva

Frank Vijg

Henk Oosterling

Joachim Baan

Julius Juul

Matthew Beal

Mirko Borsche

Mohamed Chajid

Phil Procter

Samir Bantal

Sanne van Manen

Simon Brown

Thomas Subreville

Tim Hooijmans

Tom Dorresteijn

Willem de Kam

Yuro Moniz

Zineb Seghrouchni

Founder UVU

Founders Formafantasma

Director Fenix Museum

Atlas of Shows

Co-Founder Pretty Soon

Architect at 2050+

Architect at OMA/AMO

Director Excelsior Foundation

Philosopher

Creative Director / Consultant

Co-Founder Heliot Emil

Brand Strategist & Store Designer

Founder Bureau Borsche

Creative Director

Furniture Designer

Director AMO at OMA

Initiator Housing Platform

Creative Director

Co-Founder ILL-Studio

Lighting Designer

Partner Studio Dumbar

Photographer

Ceramic Artisan

Founder DAR

CAPSULES

FULL LINE-UP

SEASON 2

Adi Gillespie

Andrea & Simone

Anne Kremers

Livia & Dan

Ben Wright

Chiara Tomassi

Daria Zvereva

Frank Vijg

Henk Oosterling

Joachim Baan

Julius Juul

Matthew Beal

Mirko Borsche

Mohamed Chajid

Phil Procter

Samir Bantal

Sanne van Manen

Simon Brown

Thomas Subreville

Tim Hooijmans

Tom Dorresteijn

Willem de Kam

Yuro Moniz

Zineb Seghrouchni

Founder UVU

Founders Formafantasma

Director Fenix Museum

Founders Atlas of Shows

Co-Founder Pretty Soon

Architect at 2050+

Architect at OMA/AMO

Director Excelsior Foundation

Philosopher

Creative Director / Consultant

Co-Founder Heliot Emil

Brand Strategist & Store Designer

Founder Bureau Borsche

Creative Director

Furniture Designer

Director AMO at OMA

Initiator Housing Platform

Creative Director

Co-Founder ILL-Studio

Lighting Designer

Partner Studio Dumbar

Photographer

Ceramic Artisan

Founder DAR

SEASON 1

Akaar Amin

Abdelkader Benali

Aric Chen

Charlotte Thomas

Dennis Vanderbroeck

Inger Kameraat

Javier Arpa Fernández

Joost Grootens
Julian Mollema

Kim Heinen
Loes & Simone

Margreeth Olsthoorn

Nathalie de Vries

Paul Cournet

Piet Oudolf

Said Kinos
Sarah Schulten

Simone van Neerven

Telmo Pieper

Thomas Verdel

Founder Lack of Guidance

Author, Journalist, Program Maker

Director Nieuwe Instituut

Editor at De Architect
Spatial Designer

Strategic Organisation Consultant

Head ‘Building Audiences’ TU Delft

Graphic Designer
Founder Analogue Agency
Media Relations & Public Affairs

Founders Team Thursday

Margreeth Olsthoorn Fashion Store
Founding Partner MVRDV

Founder CLOUD & Chief Editor Capsule

Garden Designer

Contemporary Artist
Creative Strategy Consultant

Founder re.Bella

Imagemaker & (Mural) Painter

Director Moestuin Vollenhoven

CAPSULES: STORIES THAT MOVE

EXPLORE ALL FEATURED CAPSULES:

EXPLORE ALL CAPSULES:

This is not a podcast.

These are capsules of cultural memory.

SEASON

02

EPISODE

27

THOMAS SUBREVILLE

Director ILL-STUDIO

INSTAGRAM

On Freedom, Fiction, and the Discipline to Think for Yourself

EP TITLE

Thomas Subreville is director of ILL-STUDIO, a post-disciplinary practice based in Paris working between art, architecture, and fashion. Over the past two decades, he has collaborated with global brands such as Louis Vuitton, Chanel, Nike, and Mercedes-Benz, shaping the cultural codes of contemporary design. Rooted in research, narrative, and experimentation, Thomas explores how perception, fiction, and freedom intersect — creating work that blurs the boundaries between disciplines, industries, and ways of thinking.

SPACE

In this conversation, Thomas speaks about unlearning conventions, valuing time over deliverables, and building a studio that thinks as much as it creates. He reflects on freedom as a form of discipline, the need for chaos within structure, and the importance of curiosity as a lifelong skill. We discuss his early years in magazines and skate culture, his project on neurodivergence, and how running and travel fuel his creative process. A dialogue about independence, attention, and the courage to think for yourself — and how fiction, in the end, can often reveal more truth than function.

SEASON

02

EPISODE

26

YURO MONIZ

Ceramic Artisan

INSTAGRAM

On Craft, Emotion, and the Courage to Build With Your Hands

EP TITLE

Yuro Moniz is a multidisciplinary maker and storyteller working between art, design, and culture. After years in fashion, photography, and film, she turned to ceramics — searching for a medium that reconnected her with craftsmanship, emotion, and human touch. Her large-scale hand-built works blend ancient Korean and Japanese techniques with contemporary themes, exploring identity, heritage, and resilience through clay.

SPACE

In this conversation, Yuro speaks about transformation, burnout, and finding balance between creation and care. She shares how turning to ceramics became both her craft and her therapy — a way to slow down, pray, and rebuild. We discuss her monumental totem about freedom, the lessons learned from Korean masters, and what it means to preserve human feeling in a world of speed and screens. A story about process, vulnerability, and the courage to keep shaping life by hand.

SEASON

02

EPISODE

25

JOACHIM BAAN

Creative Director

INSTAGRAM

On Controlled Chaos, Storytelling, and Building a Meaningful Creative Life

EP TITLE

Joachim Baan is a creative director, photographer, and brand strategist based in Utrecht. Together with Christoph van Veghel, he runs Another Everything, a consultancy creating brands and cultural projects through strategy, design, and execution. His path spans independent publishing, fashion, photography, and running projects like Speed of Solitude — always guided by storytelling, aesthetics, and controlled chaos.

SPACE

In this conversation, Joachim reflects on resisting hustle culture, why stories are stronger than data, and how curiosity shapes both his personal life and professional practice. We talk about building Another Everything with Christoph van Veghel, creating brands and cultural projects for Nike, Rapha, KLM, the Van Gogh Museum, Skins Cosmetics, and Atelier Munro. Joachim explains why sameness is killing creativity, why taste remains a tool for predicting the future, and how independence and long-distance running shaped his resilience. Above all, he shows that building culture is less about control and more about trust, openness, and contribution.

SEASON

02

EPISODE

27

THOMAS SUBREVILLE

Director ILL-STUDIO

INSTAGRAM

On Freedom, Fiction, and the Discipline to Think for Yourself

EP TITLE

Thomas Subreville is director of ILL-STUDIO, a post-disciplinary practice based in Paris working between art, architecture, and fashion. Over the past two decades, he has collaborated with global brands such as Louis Vuitton, Chanel, Nike, and Mercedes-Benz, shaping the cultural codes of contemporary design. Rooted in research, narrative, and experimentation, Thomas explores how perception, fiction, and freedom intersect — creating work that blurs the boundaries between disciplines, industries, and ways of thinking.

SPACE

In this conversation, Thomas speaks about unlearning conventions, valuing time over deliverables, and building a studio that thinks as much as it creates. He reflects on freedom as a form of discipline, the need for chaos within structure, and the importance of curiosity as a lifelong skill. We discuss his early years in magazines and skate culture, his project on neurodivergence, and how running and travel fuel his creative process. A dialogue about independence, attention, and the courage to think for yourself — and how fiction, in the end, can often reveal more truth than function.

SEASON

02

EPISODE

26

YURO MONIZ

Ceramic Artisan

INSTAGRAM

On Craft, Emotion, and the Courage to Build With Your Hands

EP TITLE

Yuro Moniz is a multidisciplinary maker and storyteller working between art, design, and culture. After years in fashion, photography, and film, she turned to ceramics — searching for a medium that reconnected her with craftsmanship, emotion, and human touch. Her large-scale hand-built works blend ancient Korean and Japanese techniques with contemporary themes, exploring identity, heritage, and resilience through clay.

SPACE

In this conversation, Yuro speaks about transformation, burnout, and finding balance between creation and care. She shares how turning to ceramics became both her craft and her therapy — a way to slow down, pray, and rebuild. We discuss her monumental totem about freedom, the lessons learned from Korean masters, and what it means to preserve human feeling in a world of speed and screens. A story about process, vulnerability, and the courage to keep shaping life by hand.

SEASON

02

EPISODE

25

JOACHIM BAAN

Creative Director

INSTAGRAM

On Controlled Chaos, Storytelling, and Building a Meaningful Creative Life

EP TITLE

Joachim Baan is a creative director, photographer, and brand strategist based in Utrecht. Together with Christoph van Veghel, he runs Another Everything, a consultancy creating brands and cultural projects through strategy, design, and execution. His path spans independent publishing, fashion, photography, and running projects like Speed of Solitude — always guided by storytelling, aesthetics, and controlled chaos.

SPACE

In this conversation, Joachim reflects on resisting hustle culture, why stories are stronger than data, and how curiosity shapes both his personal life and professional practice. We talk about building Another Everything with Christoph van Veghel, creating brands and cultural projects for Nike, Rapha, KLM, the Van Gogh Museum, Skins Cosmetics, and Atelier Munro. Joachim explains why sameness is killing creativity, why taste remains a tool for predicting the future, and how independence and long-distance running shaped his resilience. Above all, he shows that building culture is less about control and more about trust, openness, and contribution.

SEASON

02

EPISODE

27

THOMAS SUBREVILLE

Director ILL-STUDIO

INSTAGRAM

On Freedom, Fiction, and the Discipline to Think for Yourself

Thomas Subreville is director of ILL-STUDIO, a post-disciplinary practice based in Paris working between art, architecture, and fashion. Over the past two decades, he has collaborated with global brands such as Louis Vuitton, Chanel, Nike, and Mercedes-Benz, shaping the cultural codes of contemporary design. Rooted in research, narrative, and experimentation, Thomas explores how perception, fiction, and freedom intersect — creating work that blurs the boundaries between disciplines, industries, and ways of thinking.

In this conversation, Thomas speaks about unlearning conventions, valuing time over deliverables, and building a studio that thinks as much as it creates. He reflects on freedom as a form of discipline, the need for chaos within structure, and the importance of curiosity as a lifelong skill. We discuss his early years in magazines and skate culture, his project on neurodivergence, and how running and travel fuel his creative process. A dialogue about independence, attention, and the courage to think for yourself — and how fiction, in the end, can often reveal more truth than function.

SPACE

CREDITS

PORTRAIT

PHOTOGRAPHERS

EP01: Boudewijn Bollmann
EP03: Ashley Rottjers
EP06: Liza Wolters
EP07: Lizzy Zaanen
EP09: Eva Roefs

EP10: Barbra Verbij
EP11: Robert Nel
EP22: Andras Ridovics
EP24: Ari Versluis

CAPSULES

FOR EVERYONE

YOUR VOICE THAT STAYS

A MEMO FOR THE FUTURE

SIGN UP NOW

COLLABORATE

WHAT WE AIM FOR

CAPSULES: SUPPORT THE JOURNEY
For events, lectures, or sponsorships.

EMAIL ME

PARTNERSHIPS: FIX YOUR STUDIO
You’re creative. Ambitious. But stuck.

GET STARTED

PLAYBOOK: CASE STUDIES
Learn and grow at your own pace.

ACCESS PLAYBOOK

MOST COLLECTED CAPSULES

EP15. PIET OUDOLF

On Redefining Landscapes, Taking Risks, Craftsmanship and Intuition

534 DOWNLOADS

LISTEN NOW:

SPOTIFY

APPLE

EP20. PAUL COURNET
On Cultivating Communities,
Trusting the Process, and Creating Space for Others

555 DOWNLOADS

LISTEN NOW:

SPOTIFY

APPLE

EP01. JOOST GROOTENS
On a Self-Taught Approach:

Graphic Design and Teaching

428 DOWNLOADS

LISTEN NOW:

SPOTIFY

APPLE

EP09. AKAAR AMIN
From Grassroots to Game-Changers: Football, Fashion, and Resilience

385 DOWNLOADS

LISTEN NOW:

SPOTIFY

APPLE

EP02. SARAH SCHULTEN
On Building Creative Success:

Strategy and Branding

376 DOWNLOADS

LISTEN NOW:

SPOTIFY

APPLE

01 CAPSULES

PRIVATE TALKS. RECORD YOUR OWN.

COLLABORATE

WHAT WE AIM FOR

CAPSULES: SUPPORT THE JOURNEY
For events, lectures, or sponsorships.

EMAIL ME

PARTNERSHIPS: FIX YOUR STUDIO
You’re creative. Ambitious. But stuck.

GET STARTED

PLAYBOOK: CASE STUDIES
Learn and grow at your own pace.

ACCESS PLAYBOOK