Stefan Sagmeister: Designing with slogans

Prevoditelj: Romana Perković Recezent: Mislav Ante Omazić - EFZG

I was here about four years ago,

Bio sam ovdje prije četiri godine,

talking about the relationship of design and happiness.

govorio sam o vezi dizajna i sreće.

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

Na kraju, pokazao sam popis pod tim naslovom.

I learned very few things in addition since

Naučio sam jako malo stvari nakon toga –

(Laughter) --

(Smijeh)

but made a whole number of them into projects since.

ali sam ih jako puno ubacio u projekte.

These are inflatable monkeys in every city in Scotland:

Ovo su napuhani majmuni u svakom gradu u Škotskoj –

"Everybody always thinks they are right."

"Svi uvijek misle da su u pravu."

They were combined in the media.

Kombinirani su u medijima.

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

"Droge su zabavne na početku, ali kasnije postanu teret."

We're doing changing media.

Radimo to mijenjanjem medija.

This is a projection that can see the viewer

Ovo je projekcija koju gledatelj može vidjeti

as the viewer walks by.

dok prolazi.

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

Ne možete ništa nego strgati paukovu mrežu.

All of these things are pieces of graphic design.

Sve su to dijelovi grafičkog dizajna.

We do them for our clients.

Radimo ih za naše klijente.

They are commissioned.

Radimo to po narudžbi,

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

nikada ne bih imao dovoljno novca za platiti sve instalacije

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

ili plakate ili produkciju,

so there's always a client attached to them.

zato je uvijek klijent vezan uz njih.

These are 65,000 coat hangers in a street

Ovo je 65,000 vješalica na ulici

that's lined with fashion stores.

u kojoj su poredane trgovine modom.

"Worrying solves nothing."

"Briga ne rješava ništa."

"Money does not make me happy"

"Novac vas ne čini sretnim"

appeared first as double-page spreads in a magazine.

pojavio se kao duplerica u časopisu.

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

Printer je izgubio datoteku, nisu nam rekli.

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

Kada je časopis – zapravo, kada sam dobio pretplatnički broj,

it was 12 following pages.

bilo je na 12 uzastopnih stranica.

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

Pisalo je "Novac vas vas usrećuje."

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

I prijatelj u Austriji me toliko sažalijevao

that he talked the largest casino owner in Linz

da je razgovarao s vlasnikom najvećeg kasina u Linzu,

into letting us wrap his building.

da nam dopusti da mu zamotamo zgradu.

So this is the big pedestrian zone in Linz.

Ovo je najveća pješačka zona u Linzu,

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

piše samo "novac", a ako pogledate niz ulicu,

it says, "does not make me happy."

piše "vas ne usrećuje."

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

Imali smo predstavu, odvijala se prošli tjedan u New Yorku.

We steamed up the windows permanently,

Trajno smo zamaglili prozore,

and every hour we had a different designer come in

i svaki sat različiti dizajner je došao

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

i napisao stvari koje je naučio, na zamagljene prozore.

Everybody participated -- Milton Glaser,

Svi su sudjelovali - Milton Glaser.

Massimo Vignelli.

Massimo Vignelli.

Singapore was quite in discussion.

Singapur je bio u priličnoj raspravi.

This is a little spot that we filmed there

Ovo je malo mjesto koje smo tamo snimili

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

koje će biti prikazano na velikom JumboTrons u Singapuru,

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

i naravno jedan koji je drag mome srce,

because all of these sentiments --

zbog svih tih osjećaja,

some banal, some a bit more profound --

neki banalni, neki dubokoumni,

all originally had come out of my diary.

svi su originalno izašli iz moga dnevnika.

And I do go often into the diary

Često otvorim dnevnik

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

i provjerim bih li želio nešto promijeniti o situaciji.

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

Ako je to – vidim kroz dulje razdoblje,

I actually do something about it.

zapravo nešto i napravim u vezi toga.

And the very last one is a billboard.

I zadnji je jumbo plakat.

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

Ovo je naš krov u New Yorku, krov studija.

This is newsprint plus stencils that lie on the newsprint.

Ovo je roto papir s matricama koje leže na njemu.

We let that lie around in the sun.

Pustili smo ga da leži na suncu.

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

Kao što znate, roto papir požuti na suncu.

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

Nakon tjedan dana, povukli smo matricu,

shipped the newsprints to Lisbon to a very sunny spot,

poslali roto papir u Lisabon na vrlo sunčano mjesto,

so on day one the billboard said,

jednog dana na plakatu je pisalo,

"Complaining is silly. Either act or forget."

"Gunđanje je glupo. Ili reagiraj ili zaboravi."

Three days later it faded, and a week later,

Tri dana poslije izblijedio je, a tjedan kasnije

no more complaining anywhere.

nitko se više nigdje nije žalio.

(Laughter)

(Smijeh)

Thank you so much.

Puno hvala.

(Applause)

(pljesak)