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
DON’T 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
DON’T 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
DON’T 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
EPISODE
27
SEASON
02
SEASON
02
EPISODE
27

THOMAS SUBREVILLE
Director ILL-STUDIO
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
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.
MOST COLLECTED

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

SPOTIFY

APPLE

554 DOWNLOADS

EP15. PIET OUDOLF
On Redefining Landscapes, Taking Risks, Craftsmanship and Intuition
LISTEN NOW:

SPOTIFY

APPLE

534 DOWNLOADS

EP01. JOOST GROOTENS
On a Self-Taught Approach: Graphic Design and Teaching
LISTEN NOW:

SPOTIFY

APPLE

428 DOWNLOADS

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

SPOTIFY

APPLE

385 DOWNLOADS

EP02. SARAH SCHULTEN
On Building Creative Success: Strategy and Branding
LISTEN NOW:

SPOTIFY

APPLE

376 DOWNLOADS

EP03. DENNIS VANDERBROECK
Crafting Spaces: On Design, Collaboration, and Personal Balance
LISTEN NOW:

SPOTIFY

APPLE

346 DOWNLOADS

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

SPOTIFY

APPLE

554 DOWNLOADS

EP15. PIET OUDOLF
On Redefining Landscapes, Taking Risks, Craftsmanship and Intuition
LISTEN NOW:

SPOTIFY

APPLE

534 DOWNLOADS

EP01. JOOST GROOTENS
On a Self-Taught Approach: Graphic Design and Teaching
LISTEN NOW:

SPOTIFY

APPLE

428 DOWNLOADS

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

SPOTIFY

APPLE

385 DOWNLOADS

EP02. SARAH SCHULTEN
On Building Creative Success: Strategy and Branding
LISTEN NOW:

SPOTIFY

APPLE

376 DOWNLOADS

EP03. DENNIS VANDERBROECK
Crafting Spaces: On Design, Collaboration, and Personal Balance
LISTEN NOW:

SPOTIFY

APPLE

346 DOWNLOADS
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
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
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
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
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
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
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
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