Stefan Sagmeister: Designing with slogans

Translator: olatz mercader Reviewer: Manex artola

I was here about four years ago,

Hemen izan ninzten duela lau bat urte

talking about the relationship of design and happiness.

diseinua eta zorionaren arteko harremanari buruz hizketan.

At the very end of it, I showed a list under that title.

Bukaeran, izenburu hori zeraman zerrenda bat erakutsi nuen.

I learned very few things in addition since

Oso gauza gutxi ikasi dut orduz gero---

(Laughter) --

(Barreak)

but made a whole number of them into projects since.

baina ideia hoietako asko proiektu bilakatu ditut.

These are inflatable monkeys in every city in Scotland:

Hauek Eskoziako hiri guztietan dauden tximu puzgarriak dira--

"Everybody always thinks they are right."

"Denek uste dute beti zuzen dabiltzala."

They were combined in the media.

Komunikabideek konbinatu zituzten.

"Drugs are fun in the beginning but become a drag later on."

"Drogak dibertigarriak dira haseran, baina ondoren gauza astuna bilakatzen dira"

We're doing changing media.

Aldatzen diren medioak egiten ditugu.

This is a projection that can see the viewer

Hau ikuslea ikusi dezakeen proiekzio bat da

as the viewer walks by.

ikuslea aurretik pasatzen den ahala.

You can't help but actually ripping that spider web apart.

Ezin duzu amarauna urratu besterik egin.

All of these things are pieces of graphic design.

Guzti hauek diseinu grafikoko piezak dira.

We do them for our clients.

Gure bezeroentzat egiten ditugu.

They are commissioned.

Enkargatuta daude.

I would never have the money to actually pay for the installment

Ez nuke sekula instalazioa ordaintzeko dirurik izango

or pay for all the billboards or the production of these,

ezta iragarki-panelak eta produkzioa ordaintzeko,

so there's always a client attached to them.

beraz, beti daude bezero bati lotuak.

These are 65,000 coat hangers in a street

Hori 65.000. erropa-esekigailu dira

that's lined with fashion stores.

arropa-dendaz beteriko kale baten ondoan.

"Worrying solves nothing."

"Kezkatzeak ez du ezer konpontzen"

"Money does not make me happy"

"Diruak ez nau zoriontsu egiten"

appeared first as double-page spreads in a magazine.

hasieran aldizkari batetan azaldu zen, orrialde bikoitzean.

The printer lost the file, didn't tell us.

Inprimatzaileak artxiboa galdu zuen, ez zigun ezer esan.

When the magazine -- actually, when I got the subscription --

Aldizkaria - harpidedun bezala aldizkaria jaso nuenean

it was 12 following pages.

12 orrialde ziren jarraian.

It said, "Money does does make me happy."

Esaten zuen "Diruak zoriontsu egiten egiten nau"

And a friend of mine in Austria felt so sorry for me

Austriako nire lagun bat, hainbeste errukitu zen nitaz

that he talked the largest casino owner in Linz

Linz-eko kasino handienaren jabearekin hitzegin zuela

into letting us wrap his building.

bere eraikina biltzen utz ziezagun.

So this is the big pedestrian zone in Linz.

Eta horrela, hau da Linz-en oinezkoentzako eremu nagusia.

It just says "Money," and if you look down the side street,

eta soilki dio "Diruak" eta alboko kalean begiratzen baduzu

it says, "does not make me happy."

esaten du " ez nau zoriontsu egiten".

We had a show that just came down last week in New York.

Pasa den astean bukatu zen ekitaldi bat izan genuen New York-en.

We steamed up the windows permanently,

Etengabe leihoak lurrintzen genituen,

and every hour we had a different designer come in

eta orduoro diseinatzaile desberdin bat sartzen zen,

and write these things that they've learned into the steam in the window.

eta leihoko lurrinetik ikasitako gauzak idazten zituzten.

Everybody participated -- Milton Glaser,

Denek hartu zuten parte - Milton Glaser.

Massimo Vignelli.

Massimo Vignelly

Singapore was quite in discussion.

Singapur nahikoa eztabaidatua izan zen.

This is a little spot that we filmed there

Hau bertan filmatu genuen iragarki txiki bat da

that's to be displayed on the large JumboTrons in Singapore.

Singapurgo JumboTron pantaila erraldoietan erakusgai izango dena,

And, of course, it's one that's dear to my heart,

eta noski, nere bihotzeko kuttuna,

because all of these sentiments --

zeren eta sentimendu guzti hauek,

some banal, some a bit more profound --

zenbait arruntak, zenbait piskat sakonagoak,

all originally had come out of my diary.

guztiak nire egunerokotik atera dira.

And I do go often into the diary

Eta askotan itzultzen naiz nire egunerokora

and check if I wanted to change something about the situation.

eta zerbait aldatu nahi ote nuen aztertzen dut.

If it's -- see it for a long enough time,

Eta luzaroan ikusten badut dena delako hori,

I actually do something about it.

benetan zerbait egiten dut.

And the very last one is a billboard.

Azkeneko hau iragarki-panel bat da

This is our roof in New York, the roof of the studio.

Hau gure estudioaren teilatua da New York-en.

This is newsprint plus stencils that lie on the newsprint.

Prentsa papera da, xantiloiak gainean dituela.

We let that lie around in the sun.

Eguzkitan ipini genuen.

As you all know, newsprint yellows significantly in the sun.

Denok dakizuen bezela, prentsa-papera izugarri horitzen da eguzkitan.

After a week, we took the stencils and the leaves off,

Astebete beranduago, hostoak eta xantiloiak kendu genituen,

shipped the newsprints to Lisbon to a very sunny spot,

eta prentsa-papera Lisboako toki eguzkitsu batetara bidali genuen,

so on day one the billboard said,

beraz, lehenengo egunean iragarki panelak zion,

"Complaining is silly. Either act or forget."

"Kexatzea tontakeria bat da. Zerbait egin ala ahaztu"

Three days later it faded, and a week later,

Hiru egun beranduago desagertu zen, eta astebete beranduago,

no more complaining anywhere.

ez zegon inongo kexarik inon.

(Laughter)

(Barreak)

Thank you so much.

Mila esker.

(Applause)

(Txaloak)