The graphic designer Thomas Widdershoven of the agency Thonik spoke with the curator and critic Aaron Betsky on stage in Milan about Thonik's prominent position in the Netherlands and abroad. Thonik can be seen as a forerunner of the New Sobriety movement. Thomas Widdershoven and his partner Nikki Gonnissen are advocates of the idea that graphic design should act in the public domain where it can and participate in public debate. Their work spans graphic identities and communication materials for countless cultural institutions, such as the Marta Herford Museum in Germany and the 2008 Venice Architecture Biennale, as well as a political party and a newspaper.

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