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 primera kultnog dizajna, i ima savršenog smisla da to ja uradim zato što sam diplomirao književnost. (Smeh) Takođe sam i poznata manja televizijska ličnost i strastveni kolekcionar kataloga "Design Within Reach", tako da poprilično dobro znam sve što treba da se zna.
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 ovu zgradu, mnogi od vas su je verovatno videli kada ste prizemljavali svoje privatne cepeline na Međunarodnom aerodromu u Los Anđelesu tokom poslednjih par dana. Poznata je kao "Tematska zgrada"; tako se naziva s razlozima koji su još uvek veoma nejasni. Verovatno je u Los Anđelesu najbolji primer drevne vanzemaljske arhitekture.
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.
Prvi put je otkopana 1961. godine dok su gradili Međunarodni aerodrom u Los Anđelesu, međutim naučnici veruju da potiče iz 2000. godine pre opšte ere, kada su je koristili, kao prometnu transdimenzionalnu svemirsku luku, drevni astronauti koji su prvi naselili ovu planetu i podigli našu vrstu iz divljaštva tako što su nam dali dar pisanog jezika, tehnologiju i dar restorana koji se okreće.
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.
Veruje se da je to bila zamena za starije svemirske luke, koje su se nalazile, naravno, kod Stounhendža i smatrala se popriličnim napretkom zbog preglednog dizajna, manjka druida koji su džabalebarili sve vreme i očigledno, zbog mnogo boljeg pristupa parkingu. Kada je otkrivena, najavila je novu eru unapređenog, arhaično futurističkog dizajna zvanog Gugi, koji je greškom postao sinonim za eru mlaznjaka. Naposletku, drevni astronauti koji su ga koristili nisu putovali mlaznjacima veoma često, više su voleli da putuju pernatim zmijama koje se napajaju kristalnim lobanjama.
(Applause)
(Aplauz)
(Music)
(Muzika)
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, sto. Koristimo ih svaki dan. A na njemu, sočni salif. Ovo je dizajn Filipa Starka, koji je, verujem, u publici ovog trenutka. Vidi se da je ovo dizajn Starka po njegovoj preciznosti, razigranosti inovaciji i nagoveštavanju neposrednog nasilja. (Smeh)
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 izaziva vašu intuiciju - nije ono što mislite da jeste na prvi pogled. Nije viljuška dizajnirana da zgrabi tri predjela odjednom, što bi bilo korisno u predvorju, rekao bih. Uprkos očiglednom uticaju drevnih astronauta i tronožnom izgledu iz svemirskog doba, nije dizajnirano kao nešto što bi vam se nakačilo na mozak i posisalo misli. Zapravo je sokovnik za voće, i kada to kažem, nikad više ga nećete videti 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)
Takođe nije spomenik dizajnu, spomenik je korisnosti dizajna. Možete ga odneti kući, za razliku od "Tematske zgrade", koja će zauvek ostati gde jeste. Ovo je dostupno i može da ode kući sa vama i kao takvo može da stoji na vašem kuhinjskom pultu - ne može da vam stane u fioke. Verujte mi, saznao sam to na teži način - i može da vam pretvori kuhinjski pult u spomenik dizajnu. Ima samo jedna stvar, ako imate jedan ovakav kod kuće, dozvolite da vam kažem za jednu opciju koju možda niste znali. Kada zaspite, ovaj aparat oživi i šeta vašom kućom, gleda vašu poštu i posmatra vas dok spavate. (Aplauz)
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.
U redu, šta je ovo? Nemam pojma. Ne znam šta je to. Izgleda užasno. Da li je to maleni rešo? Ne razumem. Da li neko zna? Či? To je... Ajfon. Ajfon. A da, tako je, sećam se toga, u dobra, stara vremena, njima sam popločao celo kupatilo.
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.
Ne, imam ajfon. Naravno da ga imam. Evo ga moj ljubljeni ajfon. Radim toliko stvari na ovom malenom uređaju. Volim da sa njega čitam knjige. Štaviše, volim da preko njega kupujem knjige za koje se nikad ne osećam loše jer ih nisam pročitao jer se nalaze ovde i nikad ne moram ponovo da ih vidim i to je savršeno. Svakog dana ga koristim da izmerim koliko je težak vo, na primer.
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 na njemu ponekad obavim i neki telefonski razgovor. A ipak stalno zaboravljam na njega. Ovo je dizajn koji, kada ga jednom vidite, zaboravite na njega. Lako je zaboraviti uzdahe koji su se javili 2007. kada ste prvi put dotakli ovu stvar jer je tako brzo postala rasprostranjena i zato što smo tako brzo usvojili ove gestove i učinili ga produžetkom svog života. Za razliku od "Tematske zgrade", ovo nije vanzemaljska tehnologija. Ili je bolje da kažem, ova stvar je uzela tehnologiju koja je za većinu drugih ljudi na svetu još uvek vanzemaljska, za razliku od ljudi u ovoj prostoriji, i načinila je takvom da odmah imate osećaj intimnosti i poznatosti.
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.
I za razliku od sočnog salifa, ne postoji pretnja da će se zakačiti za vaš mozak, zapravo, on se samo kači na vaš mozak. (Smeh) A niste ni primetili da se to desilo. Eto ga. Zovem se Džon Hodžman. Upravo sam objasnio dizajn. Hvala vam mnogo.
(Applause)
(Aplauz)