John Hodgman: Design, explained.

Translator: Katheryn McGaffigan Reviewer: Jenny Zurawell

Prevoditelj: Suzana Baric Recezent: Danijela Rako

Today I'm going to unpack for you

Danas ću vam predstaviti

three examples of iconic design,

tri primjera konvencionalnog dizajna,

and it makes perfect sense

i to u potpunosti ima smisla

that I should be the one to do it

što ću ja to učiniti

because I have a Bachelor's degree in Literature.

zato što sam sveučilišni prvostupnik književnosti.

(Laughter)

(Smijeh)

But I'm also a famous

Ali, ja sam i poznata

minor television personality

manja televizijska ličnost

and an avid collector of

i pohlepni sakupljač

Design Within Reach catalogs,

kataloga Design Within Reach,

so I pretty much know

tako da manje-više znam

everything there is.

sve što treba znati.

Now, I'm sure you

Siguran sam

recognize this object;

da prepoznajete ovaj objekt;

many of you probably saw it

mnogi od vas su ga sigurno vidjeli

as you were landing your private zeppelins

kada su prizemljavali svoje privatne cepeline

at Los Angeles International Airport

u Međunarodnoj zračnoj luci u Los Angelesu

over the past couple of days.

nekoliko posljednjih dana.

This is known as the Theme Building;

Poznat je kao Theme Building;

that is its name for reasons

to je njegovo ime iz razloga

that are still very murky.

koji su još uvijek nepoznati.

And it is perhaps

I to je možda

the best example we have in Los Angeles

najbolji primjer drevne izvanzemaljske arhitekture

of ancient extraterrestrial architecture.

koji imamo u Los Angelesu.

It was first excavated in 1961

Iskopan je 1961.

as they were building LAX,

kada se gradila zračna luka LAX,

although scientists believe that

iako znanstvenici vjeruju da

it dates back to the year 2000

datira iz 2000. godine

Before Common Era,

prije nove ere,

when it was used as

kada je korišten kao

a busy transdimensional space port

prometni trodimenzionalni svemirski portal

by the ancient astronauts

drevnih astronauta

who first colonized this planet

koji su prvi kolonizirali ovaj planet

and raised our species

i izdigli našu vrstu

from savagery by giving us

iz divljaštva dajući nam

the gift of written language

dar pisanog jezika

and technology and

i tehnologije i

the gift of revolving restaurants.

dar rotirajućih restorana.

It is thought to have been

Vjeruje se da je bio

a replacement for the older space ports

zamjena za starije svemirske portale

located, of course, at Stonehenge

smještene, naravno, u Stonehengeu

and considered to be

i smatra se

quite an improvement

znatnim napretkom

due to the uncluttered design,

zahvaljujući njegovom urednom dizajnu,

the lack of druids hanging around all the time

tome što druidi ne vise uokolo cijelo vrijeme

and obviously, the much better

i, očito, mnogo boljem

access to parking.

pristupu parkiralištu.

When it was uncovered,

Kada je otkriven,

it ushered in a new era

uveo je novo doba

of streamlined, archaically futuristic design

aerodinamičnog, arhaično futurističkog dizajna

called Googie,

koji se zove Googie,

which came to be synonymous with

koji je postao sinonim

the Jet Age, a misnomer.

za Jet Age, što je pogrešno.

After all, the ancient astronauts who used it

Ipak, drevni astronauti koji su ga koristili

did not travel by jet very often,

nisu često putovali letjelicama,

preferring instead to travel by feathered serpent

umjesto toga su radije putovali pernatom zmijom

powered by crystal skulls.

koju su pokretale kristalne lubanje.

(Applause)

(Pljesak)

(Music)

(Glazba)

Ah yes, a table.

Ah, da, stol.

We use these every day.

Koristimo ga svaki dan.

And on top of it,

A na njemu,

the juicy salif.

Juicy salif cjedilo.

This is a design by Philippe Starck,

To je dizajn Philippea Starcka,

who I believe is in the audience at this very moment.

mislim da je upravo u publici.

And you can tell it is a Starck design

A možete vidjeti da je to Starckov dizajn

by its precision, its playfulness,

zbog njegove preciznosti, zaigranosti,

its innovation and

inovativnosti i

its promise of imminent violence.

njegovog očekivanja neposrednog nasilja.

(Laughter)

(Smijeh)

It is a design that challenges your intuition --

To je dizajn koji predstavlja izazov vašoj intuiciji -

it is not what you think it is when you first see it.

nije ono što mislite kada ga prvi put vidite.

It is not a fork designed

Nije to vilica smišljena

to grab three hors d'oeuvres at a time,

za hvatanje tri zalogaja predjela odjednom,

which would be useful out in the lobby,

što bi bilo korisno u predvorju,

I would say.

rekao bih.

And despite its obvious

I unatoč očitom

influence by the ancient astronauts

utjecaju drevnih astronauta

and its space agey-ness and tripodism,

i svojoj svemirskoj starosti i tronožnosti,

it is not something

nije to nešto

designed to attach to your brain

smišljeno da bi se pričvrstilo na vaš mozak

and suck out your thoughts.

i isisalo vaše misli.

It is in fact a citrus juicer

To je zapravo cjedilo za agrume

and when I say that,

i nakon što to kažem,

you never see it as anything else again.

više ga nikad ne vidite kao nešto drugo.

It is also not a monument to design,

To isto tako nije spomenik dizajnu,

it is a monument to design's utility.

već spomenik korisnosti dizajna.

You can take it home with you,

Možete ga odnijeti doma sa sobom,

unlike the Theme Building,

za razliku od Theme Buildinga,

which will stay where it is forever.

koji će zauvijek ostati ondje gdje jest.

This is affordable

Ovo si možete priuštiti

and can come home with you

i može ići doma s vama

and, as such, it can sit

i kao takvo može stajati

on your kitchen counter --

na vašem kuhinjskom pultu -

it can't go in your drawers;

ne možete ga spremiti u svoje ladice;

trust me, I found that out the hard way --

vjerujte mi, otkrio sam to na teži način -

and make your kitchen counter into

i pretvoriti svoj kuhinjski pult u

a monument to design.

spomenik dizajnu.

One other thing about it,

Još jedna stvar u vezi toga,

if you do have one at home,

ako zaista imate jedno kod kuće,

let me tell you one of the features you may not know:

dopustite da vam kažem jednu od njegovih karakteristika koju možda ne znate:

when you fall asleep,

kada zaspite,

it comes alive

ono oživi

and it walks around your house

i hoda po vašoj kući

and goes through your mail

i kopa po vašoj pošti

and watches you as you sleep.

i gleda vas kako spavate.

(Applause)

(Pljesak)

Okay, what is this object?

Dobro, što je ova stvar?

I have no idea. I don't know what that thing is.

Nemam pojma. Ne znam što je ta stvar.

It looks terrible. Is it a little hot plate?

Izgleda grozno. Je li to mala grijaća ploča štednjaka?

I don't get it.

Ne shvaćam.

Does anyone know? Chi?

Zna li itko? Chee?

It's an ... iPhone. iPhone.

To je.... iPhone. iPhone.

Oh yes, that's right, I remember those;

Ah da, tako je, sjećam ih se;

I had my whole bathroom tiles

zamijenio sam njima sve kupaonske pločice

redone with those back in the good old days.

u dobra stara vremena.

No, I have an iPhone. Of course I do.

Ma, imam ja iPhone. Naravno da ga imam.

Here is my well-loved iPhone.

Evo mog voljenog iPhonea.

I do so many things on this little device.

Toliko stvari radim na tom malom uređaju.

I like to read books on it.

Volim čitati knjige na njemu.

More than that, I like to buy books on it

Više od toga volim kupovati knjige na njemu,

that I never have to feel guilty about not reading

za koje nikad ne moram osjećati krivnju ako ih ne čitam

because they go in here and I never look at them again

zato što su spremljene u njemu i nikad ih više ne pogledam

and it's perfect.

i to je savršeno.

I use it every day to

Koristim ga svakodnevno

measure the weight of an ox,

za mjerenje težine vola,

for example.

na primjer.

Every now and then,

Priznajem da,

I admit that I complete

tu i tamo, obavim

a phone call on it occasionally.

telefonski poziv na njemu.

And yet I forget about it all the time.

A opet stalno zaboravljam na njega.

This is a design

To je dizajn

that once you saw it,

koji, kada ste ga jednom vidjeli,

you forgot about it.

zaboravili ste na njega.

It is easy to forget the gasp-inducement

Lako je zaboraviti uzdah koji je prouzrokovao,

that occurred in 2007 when you first

što se dogodilo 2007. kada ste prvi put

touched this thing because it became

dotaknuli ovu stvar zato što se

so quickly pervasive

tako brzo proširio

and because of how instantly

i zbog toga kako smo odmah

we adopted these gestures

usvojili te geste

and made it an extension of our life.

i učinili ih dodatkom našemu životu.

Unlike the Theme Building,

Za razliku od Theme Buildinga,

this is not alien technology.

to nije izvanzemaljska tehnologija.

Or I should say,

Ili, trebao bih reći,

what it did was it took technology

iskoristio je tehnologiju

which, unlike people in this room,

koja se, za razliku od ljudi u ovoj prostoriji,

to many other people in the world,

mnogim ljudima u svijetu

still feels very alien,

još uvijek čini izvanzemaljskom,

and made it immediately and instantly feel

i učinio ju je odmah

familiar and intimate.

poznatom i bliskom.

And unlike the juicy salif,

Za razliku od Juicy salif cjedila,

it does not threaten

ne prijeti vam

to attach itself to your brain,

da će se spojiti na vaš mozak,

rather, it simply

već se jednostavno

attaches itself to your brain.

spaja na vaš mozak.

(Laughter)

(Smijeh)

And you didn't even notice it happened.

A niste ni primijetili da se to dogodilo.

So there you go. My name is John Hodgman.

Pa eto. Ja sam John Hodgman.

I just explained design.

Upravo sam objasnio dizajn.

Thank you very much.

Puno vam hvala.

(Applause)

(Pljesak)