Today I'm going to unpack for you three examples of iconic design, and it makes perfect sense that I should be the one to do it because I have a Bachelor's degree in Literature. (Laughter) But I'm also a famous minor television personality and an avid collector of Design Within Reach catalogs, so I pretty much know everything there is.
Danas ću vam predstaviti tri primjera konvencionalnog dizajna, i to u potpunosti ima smisla što ću ja to učiniti zato što sam sveučilišni prvostupnik književnosti. (Smijeh) Ali, ja sam i poznata manja televizijska ličnost i pohlepni sakupljač kataloga Design Within Reach, tako da manje-više znam sve što treba znati.
Now, I'm sure you recognize this object; many of you probably saw it as you were landing your private zeppelins at Los Angeles International Airport over the past couple of days. This is known as the Theme Building; that is its name for reasons that are still very murky. And it is perhaps the best example we have in Los Angeles of ancient extraterrestrial architecture.
Siguran sam da prepoznajete ovaj objekt; mnogi od vas su ga sigurno vidjeli kada su prizemljavali svoje privatne cepeline u Međunarodnoj zračnoj luci u Los Angelesu nekoliko posljednjih dana. Poznat je kao Theme Building; to je njegovo ime iz razloga koji su još uvijek nepoznati. I to je možda najbolji primjer drevne izvanzemaljske arhitekture koji imamo u Los Angelesu.
It was first excavated in 1961 as they were building LAX, although scientists believe that it dates back to the year 2000 Before Common Era, when it was used as a busy transdimensional space port by the ancient astronauts who first colonized this planet and raised our species from savagery by giving us the gift of written language and technology and the gift of revolving restaurants.
Iskopan je 1961. kada se gradila zračna luka LAX, iako znanstvenici vjeruju da datira iz 2000. godine prije nove ere, kada je korišten kao prometni trodimenzionalni svemirski portal drevnih astronauta koji su prvi kolonizirali ovaj planet i izdigli našu vrstu iz divljaštva dajući nam dar pisanog jezika i tehnologije i dar rotirajućih restorana.
It is thought to have been a replacement for the older space ports located, of course, at Stonehenge and considered to be quite an improvement due to the uncluttered design, the lack of druids hanging around all the time and obviously, the much better access to parking. When it was uncovered, it ushered in a new era of streamlined, archaically futuristic design called Googie, which came to be synonymous with the Jet Age, a misnomer. After all, the ancient astronauts who used it did not travel by jet very often, preferring instead to travel by feathered serpent powered by crystal skulls.
Vjeruje se da je bio zamjena za starije svemirske portale smještene, naravno, u Stonehengeu i smatra se znatnim napretkom zahvaljujući njegovom urednom dizajnu, tome što druidi ne vise uokolo cijelo vrijeme i, očito, mnogo boljem pristupu parkiralištu. Kada je otkriven, uveo je novo doba aerodinamičnog, arhaično futurističkog dizajna koji se zove Googie, koji je postao sinonim za Jet Age, što je pogrešno. Ipak, drevni astronauti koji su ga koristili nisu često putovali letjelicama, umjesto toga su radije putovali pernatom zmijom koju su pokretale kristalne lubanje.
(Applause)
(Pljesak)
(Music)
(Glazba)
Ah yes, a table. We use these every day. And on top of it, the juicy salif. This is a design by Philippe Starck, who I believe is in the audience at this very moment. And you can tell it is a Starck design by its precision, its playfulness, its innovation and its promise of imminent violence. (Laughter)
Ah, da, stol. Koristimo ga svaki dan. A na njemu, Juicy salif cjedilo. To je dizajn Philippea Starcka, mislim da je upravo u publici. A možete vidjeti da je to Starckov dizajn zbog njegove preciznosti, zaigranosti, inovativnosti i njegovog očekivanja neposrednog nasilja. (Smijeh)
It is a design that challenges your intuition -- it is not what you think it is when you first see it. It is not a fork designed to grab three hors d'oeuvres at a time, which would be useful out in the lobby, I would say. And despite its obvious influence by the ancient astronauts and its space agey-ness and tripodism, it is not something designed to attach to your brain and suck out your thoughts. It is in fact a citrus juicer and when I say that, you never see it as anything else again.
To je dizajn koji predstavlja izazov vašoj intuiciji - nije ono što mislite kada ga prvi put vidite. Nije to vilica smišljena za hvatanje tri zalogaja predjela odjednom, što bi bilo korisno u predvorju, rekao bih. I unatoč očitom utjecaju drevnih astronauta i svojoj svemirskoj starosti i tronožnosti, nije to nešto smišljeno da bi se pričvrstilo na vaš mozak i isisalo vaše misli. To je zapravo cjedilo za agrume i nakon što to kažem, više ga nikad ne vidite kao nešto drugo.
It is also not a monument to design, it is a monument to design's utility. You can take it home with you, unlike the Theme Building, which will stay where it is forever. This is affordable and can come home with you and, as such, it can sit on your kitchen counter -- it can't go in your drawers; trust me, I found that out the hard way -- and make your kitchen counter into a monument to design. One other thing about it, if you do have one at home, let me tell you one of the features you may not know: when you fall asleep, it comes alive and it walks around your house and goes through your mail and watches you as you sleep. (Applause)
To isto tako nije spomenik dizajnu, već spomenik korisnosti dizajna. Možete ga odnijeti doma sa sobom, za razliku od Theme Buildinga, koji će zauvijek ostati ondje gdje jest. Ovo si možete priuštiti i može ići doma s vama i kao takvo može stajati na vašem kuhinjskom pultu - ne možete ga spremiti u svoje ladice; vjerujte mi, otkrio sam to na teži način - i pretvoriti svoj kuhinjski pult u spomenik dizajnu. Još jedna stvar u vezi toga, ako zaista imate jedno kod kuće, dopustite da vam kažem jednu od njegovih karakteristika koju možda ne znate: kada zaspite, ono oživi i hoda po vašoj kući i kopa po vašoj pošti i gleda vas kako spavate. (Pljesak)
Okay, what is this object? I have no idea. I don't know what that thing is. It looks terrible. Is it a little hot plate? I don't get it. Does anyone know? Chi? It's an ... iPhone. iPhone. Oh yes, that's right, I remember those; I had my whole bathroom tiles redone with those back in the good old days.
Dobro, što je ova stvar? Nemam pojma. Ne znam što je ta stvar. Izgleda grozno. Je li to mala grijaća ploča štednjaka? Ne shvaćam. Zna li itko? Chee? To je.... iPhone. iPhone. Ah da, tako je, sjećam ih se; zamijenio sam njima sve kupaonske pločice u dobra stara vremena.
No, I have an iPhone. Of course I do. Here is my well-loved iPhone. I do so many things on this little device. I like to read books on it. More than that, I like to buy books on it that I never have to feel guilty about not reading because they go in here and I never look at them again and it's perfect. I use it every day to measure the weight of an ox, for example.
Ma, imam ja iPhone. Naravno da ga imam. Evo mog voljenog iPhonea. Toliko stvari radim na tom malom uređaju. Volim čitati knjige na njemu. Više od toga volim kupovati knjige na njemu, za koje nikad ne moram osjećati krivnju ako ih ne čitam zato što su spremljene u njemu i nikad ih više ne pogledam i to je savršeno. Koristim ga svakodnevno za mjerenje težine vola, na primjer.
Every now and then, I admit that I complete a phone call on it occasionally. And yet I forget about it all the time. This is a design that once you saw it, you forgot about it. It is easy to forget the gasp-inducement that occurred in 2007 when you first touched this thing because it became so quickly pervasive and because of how instantly we adopted these gestures and made it an extension of our life. Unlike the Theme Building, this is not alien technology. Or I should say, what it did was it took technology which, unlike people in this room, to many other people in the world, still feels very alien, and made it immediately and instantly feel familiar and intimate.
Priznajem da, tu i tamo, obavim telefonski poziv na njemu. A opet stalno zaboravljam na njega. To je dizajn koji, kada ste ga jednom vidjeli, zaboravili ste na njega. Lako je zaboraviti uzdah koji je prouzrokovao, što se dogodilo 2007. kada ste prvi put dotaknuli ovu stvar zato što se tako brzo proširio i zbog toga kako smo odmah usvojili te geste i učinili ih dodatkom našemu životu. Za razliku od Theme Buildinga, to nije izvanzemaljska tehnologija. Ili, trebao bih reći, iskoristio je tehnologiju koja se, za razliku od ljudi u ovoj prostoriji, mnogim ljudima u svijetu još uvijek čini izvanzemaljskom, i učinio ju je odmah poznatom i bliskom.
And unlike the juicy salif, it does not threaten to attach itself to your brain, rather, it simply attaches itself to your brain. (Laughter) And you didn't even notice it happened. So there you go. My name is John Hodgman. I just explained design. Thank you very much.
Za razliku od Juicy salif cjedila, ne prijeti vam da će se spojiti na vaš mozak, već se jednostavno spaja na vaš mozak. (Smijeh) A niste ni primijetili da se to dogodilo. Pa eto. Ja sam John Hodgman. Upravo sam objasnio dizajn. Puno vam hvala.
(Applause)
(Pljesak)