The problem of exhibiting graphic design, and specifically the problem that most graphic design is small and flat. When graphic design is doing what it aspires to do—getting reproduced by the millions and distributed to every corner of the Earth—then small and flat is not a probem. In fact, it's perfect. But when graphic design is dropped into the gallery, it's screwed. It cannot command a room. And once it starts to command a room, people don't think of it as graphic design anymore.