Cradle to cradle design | William McDonough

Prevoditelj: Damir Pirhan Recezent: Janko Mihelić

In 1962, with Rachel Carson's "Silent Spring,"

1962.g., izlaskom knjige Rachel Carson "Tiho proljeće"

I think for people like me in the world of the making of things,

mislim da za ljude poput mene u svijetu pravljenja stvari

the canary in the mine wasn't singing.

kanarinac u rudniku nije pjevao.

And so the question that we might not have birds

I tako je pitanje da mi možda nećemo imati ptice

became kind of fundamental to those of us wandering around

postalo temeljno onima od nas koji su lutali okolo

looking for the meadowlarks that seemed to have all disappeared.

tražeći ševe za koje se činilo da su posve nestale

And the question was, were the birds singing?

I pitanje je bilo, jesu li su ptice pjevale?

Now, I'm not a scientist, that'll be really clear.

Ja nisam znanstvenik, to će biti posve jasno.

But, you know, we've just come from this discussion of what a bird might be.

Ali, upravo smo došli sa diskusije o tome što bi sve moglo biti ptica.

What is a bird?

Što je to ptica?

Well, in my world, this is a rubber duck.

Pa, u mom svijetu, ovo je gumena patka.

It comes in California with a warning --

U Kaliforniji dolazi sa upozorenjem --

"This product contains chemicals known by the State of California

"Ovaj proizvod sadrži kemikalije za koje država Kalifornija drži

to cause cancer and birth defects or other reproductive harm."

da uzrokuju rak i porođajne defekte ili druge reproduktivne štete."

This is a bird.

Ovo je ptica.

What kind of culture would produce a product of this kind

Kakva kultura bi napravila proizvod ovakve vrste

and then label it and sell it to children?

stavila naljepnicu na njega i prodavala djeci?

I think we have a design problem.

Mislim da imamo problem u dizajniranju.

Someone heard the six hours of talk that I gave

Netko je čuo govor od šest sati što sam održao

called "The Monticello Dialogues" on NPR, and sent me this as a thank you note --

nazvan "Monticello dijalozi" na NPR-u i poslao mi je ovo kao zahvalnicu --

"We realize that design is a signal of intention,

"Mi shvaćamo da je dizajn znak namjere,

but it also has to occur within a world,

ali on se također mora desiti u svijetu,

and we have to understand that world in order to

i moramo razumijeti taj svijet kako bi mogli

imbue our designs with inherent intelligence,

prožeti naše dizajne sa prirođenom inteligencijom,

and so as we look back at the basic state of affairs

i tako kad se osvrnemo na osnovno stanje stvari

in which we design, we, in a way, need to go to the primordial condition

u kojem mi dizajniramo, moramo otići u praiskonsko stanje

to understand the operating system and the frame conditions of a planet,

kako bi razumjeli operativni sustav i okvirne uvjete planete,

and I think the exciting part of that is the good news that's there,

i mislim da je uzbudljivi dio toga dobre vijesti koje su tamo,

because the news is the news of abundance,

jer te vijesti su vijesti o obilju,

and not the news of limits,

a ne vijesti o ograničenjima,

and I think as our culture tortures itself now

i dok naša kultura muči sada sebe samu,

with tyrannies and concerns over limits and fear,

sa tiranijama i zabrinutostima oko ograničenja i straha,

we can add this other dimension of abundance that is coherent,

mi možemo dodati drugu dimenziju obilja koja je dosljedna,

driven by the sun, and start to imagine

vođena suncem, i početi zamišljati

what that would be like to share."

kako bi to bilo dijeliti."

That was a nice thing to get.

To je bilo lijepo dobiti.

That was one sentence.

To je bila jedna rečenica.

Henry James would be proud.

Henry James bi bio ponosan.

This is -- I put it down at the bottom,

Ovo je -- stavio sam ga na dno,

but that was extemporaneous, obviously.

ali to je očito bilo improvizirano.

The fundamental issue is that, for me,

Temeljna stvar jest da je, za mene,

design is the first signal of human intentions.

dizajn prvi signal ljudske namjere.

So what are our intentions, and what would our intentions be --

Dakle, što su naše namjere, i koje bi one bile --

if we wake up in the morning, we have designs on the world --

ako se probudimo ujutro, imamo dizajn svijeta --

well, what would our intention be as a species

koja bi naša namjera bile kao vrste

now that we're the dominant species?

sada kad smo dominantna vrsta?

And it's not just stewardship and dominion debate,

I nije to samo rasprava o nadgledanju i vladanju,

because really, dominion is implicit in stewardship --

jer u stvarnosti, vladanje je implicitno u nadgledanju --

because how could you dominate something you had killed?

jer kako možete vladati nečim što ste ubili?

And stewardship's implicit in dominion,

I nadgledanje je implicitno u vladanju,

because you can't be steward of something if you can't dominate it.

jer ne možete upravljati čime ne vladate.

So the question is, what is the first question for designers?

Dakle pitanje je, što je prvo pitanje za sve dizajnere?

Now, as guardians -- let's say the state, for example,

Kao čuvarima -- recimo da država, na primjer,

which reserves the right to kill, the right to be duplicitous and so on --

koja zadržava pravo na ubijanje, pravo na dvoličnost i tako dalje --

the question we're asking the guardian at this point is

pitanje koje postavljamo čuvaru je

are we meant, how are we meant,

kako bi trebali

to secure local societies, create world peace

osigurati lokalna društva, stvoriti svjetski mir

and save the environment?

i spasiti okolinu?

But I don't know that that's the common debate.

Ali to nije uobičajena rasprava.

Commerce, on the other hand, is relatively quick,

Trgovina je tu relativno brza,

essentially creative, highly effective and efficient,

u osnovi kreativna, visoko efektivna i učinkovita,

and fundamentally honest, because we can't exchange

i u načelima poštena, jer ne možemo razmjenjivati

value for very long if we don't trust each other.

vrijednosti jako dugo, ako si međusobno ne vjerujemo.

So we use the tools of commerce primarily for our work,

Zato primarno koristimo alate trgovine,

but the question we bring to it is,

ali pitanje koje mi postavljamo je,

how do we love all the children of all species for all time?

kako da volimo svu djecu svih vrsta za sva vremena?

And so we start our designs with that question.

i tako počinjemo naše dizajne sa tim pitanjem.

Because what we realize today is that modern culture

Danas vidimo da je moderna kultura

appears to have adopted a strategy of tragedy.

naizgled usvojila strategiju tragedije.

If we come here and say, "Well, I didn't intend

Ako kažemo, "Nisam ja namjeravao

to cause global warming on the way here,"

izazvati globalno zatopljenje,"

and we say, "That's not part of my plan,"

i kažemo, " To nije dio mog plana,"

then we realize it's part of our de facto plan.

onda shvatimo da je to dio našeg defakto plana.

Because it's the thing that's happening because we have no other plan.

To se dešava zato što nemamo nikakvog drugog plana.

And I was at the White House for President Bush,

Bio sam u Bijeloj kući za predsjednika Bush-a

meeting with every federal department and agency,

upoznavao federalne odjele i agencije,

and I pointed out that they appear to have no plan.

i istaknuo sam da oni nemaju nikakav plan.

If the end game is global warming, they're doing great.

Ako je cilj globalno zatopljenje, odlično napreduju.

If the end game is mercury toxification of our children

Ako je cilj trovanje djece živom

downwind of coal fire plants as they scuttled the Clean Air Act,

uz termoelektrane zanemarujući Plan o čistom zraku,

then I see that our education programs should be explicitly defined as,

onda bi naše programe učenja mogli definirati kao,

"Brain death for all children. No child left behind."

"Moždani udar za svu djecu"

(Applause)

(Pljesak)

So, the question is, how many federal officials

Pitanje je, koliko državnih činovnika

are ready to move to Ohio and Pennsylvania with their families?

je spremno preseliti se u Ohio i Pennsylvaniju sa svojim obiteljima?

So if you don't have an endgame of something delightful,

Dakle ako kraj igre nema nešto lijepo,

then you're just moving chess pieces around,

onda samo mičete šahovske fugure okolo,

if you don't know you're taking the king.

ne znate da trebate uzeti kralja.

So perhaps we could develop a strategy of change,

Možda bi trebali razviti strategiju promjene,

which requires humility. And in my business as an architect,

koja zahtijeva poniznost. U mom poslu arhitekta,

it's unfortunate the word "humility" and the word "architect"

tužno je da se riječi poniznost i arhitekt

have not appeared in the same paragraph since "The Fountainhead."

ne pojavljuju zajedno od knjige "Veličanstveni izvor."

So if anybody here has trouble with the concept of design humility,

Ako itko ovdje ima problema sa konceptom poniznosti u dizajnu,

reflect on this -- it took us 5,000 years

razmislite -- trebalo nam je 5000 godina

to put wheels on our luggage.

da stavimo kotačiće na prtljagu.

So, as Kevin Kelly pointed out, there is no endgame.

Kao što je Kevin Kelly istaknuo, nema kraja igre.

There is an infinite game, and we're playing in that infinite game.

Postoji beskonačna igra, i mi igramo tu beskonačnu igru.

And so we call it "cradle to cradle,"

Zovemo ju "od kolijevke do kolijevke,"

and our goal is very simple.

Cilj je jednostavan.

This is what I presented to the White House.

Ovo sam prezentirao u Bijeloj kući

Our goal is a delightfully diverse, safe, healthy and just world,

Naš cilj je raznolik, siguran, zdrav i pravedan svijet

with clean air, clean water, soil and power --

sa čistim zrakom, vodom, zemljom i energijom--

economically, equitably, ecologically and elegantly enjoyed, period.

ekonomično, pravedno, ekološko i elegantno uživan, točka.

(Applause)

(Pljesak)

What don't you like about this?

Šta vam se od ovoga ne sviđa?

Which part of this don't you like?

Koji dio vam se ne sviđa?

So we realized we want full diversity,

Shvatili smo da želimo punu raznolikost,

even though it can be difficult to remember what De Gaulle said

iako nam je teško prisjetiti se riječi De Gaulla

when asked what it was like to be President of France.

kad su ga pitali kako je biti predsjednikom Francuske.

He said, "What do you think it's like trying to run a country with 400 kinds of cheese?"

Rekao je "Što mislite kako je upravljati zemljom koja ima 400 vrsta sira?"

But at the same time, we realize that our products are not safe and healthy.

Ali isto tako, shvaćamo da naši proizvodi nisu sigurni i zdravi.

So we've designed products

Pa smo dizajnirali proizvode

and we analyzed chemicals down to the parts per million.

i analizirali kemikalije do milijontitog dijela.

This is a baby blanket by Pendleton that will give your child nutrition

Ovo je dječja dekica od Pendleton-a koja će dati vašem djetetu ishranu,

instead of Alzheimer's later in life.

a ne Alzheimer-ovu bolest kasnije u životu.

We can ask ourselves, what is justice,

Možemo se pitati, što je pravda,

and is justice blind, or is justice blindness?

i je li pravda slijepa, ili je pravda sljepoća?

And at what point did that uniform turn from white to black?

I u kojem trenutku je ta uniforma prešla iz bijele u crnu?

Water has been declared a human right by the United Nations.

Vodu su Ujedinjeni Narodi proglasili ljudskim pravom.

Air quality is an obvious thing to anyone who breathes.

Kakvoća zraka je očita stvar svakome tko diše.

Is there anybody here who doesn't breathe?

Ima li itko ovdje da ne diše?

Clean soil is a critical problem -- the nitrification, the dead zones

Čisto tlo je kritičan problem -- nitrifikacija, mrtve zone

in the Gulf of Mexico.

u Meksičkom zaljevu.

A fundamental issue that's not being addressed.

Temeljna stvar koja se ne rješava.

We've seen the first form of solar energy

Vidjeli smo prvi oblik solarne energije

that's beat the hegemony of fossil fuels in the form of wind

koja je pobjedila hegemoniju fosilnih goriva u obliku vjetra

here in the Great Plains, and so that hegemony is leaving.

ovdje na Velikim Ravnicama, i ta hegemonija na zalasku.

And if we remember Sheikh Yamani when he formed OPEC,

I ako se sjetimo Šeika Yamani-ja kad je formirao OPEC,

they asked him, "When will we see the end of the age of oil?"

pitali su ga, "Kada ćemo vidjeti kraj doba nafte?"

I don't know if you remember his answer, but it was,

Ne znam sjećate li se odgovora, ali bio je,

"The Stone Age didn't end because we ran out of stones."

"Kameno doba nije prestalo jer nam je nestalo kamenja"

We see that companies acting ethically in this world

Vidimo da tvrtke koje se ponašaju etično u ovom svijetu

are outperforming those that don't.

posluju bolje od ostalih.

We see the flows of materials in a rather terrifying prospect.

Vidimo tijek materijala u prilično zastrašujućoj perspektivi.

This is a hospital monitor from Los Angeles, sent to China.

Ovo je ekran iz bolnice u Los Angeles-u, poslan u Kinu.

This woman will expose herself to toxic phosphorous,

Ova žena će se izložiti otrovnom fosforu,

release four pounds of toxic lead into her childrens' environment,

osloboditi 2 kilograma otrovnog olova u okoliš svoje djece,

which is from copper.

koje je iz bakra.

On the other hand, we see great signs of hope.

U drugu ruku, vidimo velike znakove nade.

Here's Dr. Venkataswamy in India, who's figured out

Ovo je Dr. Venkataswamy iz Indije, koji je našao način

how to do mass-produced health.

kako na veliko proizvesti zdravlje.

He has given eyesight to two million people for free.

Besplatno je dao vid 2 milijuna ljudi.

We see in our material flows that car steels don't become car steel again

U tijekovima materijala vidimo da čelik iz auta ne postaje ponovo čelik u autu

because of the contaminants of the coatings --

jer zagađivači u premazu --

bismuth, antimony, copper and so on.

bizmut, antimon, bakar itd.

They become building steel.

Postaju čelik za građevine.

On the other hand, we're working with Berkshire Hathaway,

S druge strane, mi radimo sa Berkshire Hathaway,

Warren Buffett and Shaw Carpet,

Warren Buffett i Shaw Carpet-om

the largest carpet company in the world.

najvećim proizvođačem tepiha.

We've developed a carpet that is continuously recyclable,

Razvili smo tepih koji se može kontinuirano reciklirati,

down to the parts per million.

sve do milijuntitog dijela.

The upper is Nylon 6 that can go back to caprolactam,

Gornji sloj je najlon 6 koji se može vratiti u caprolactam,

the bottom, a polyolephine -- infinitely recyclable thermoplastic.

donji sloj, poliolefin -- beskonačno reciklažna termoplastika.

Now if I was a bird, the building on my left is a liability.

Kad bih bio ptica, zgrada lijevo bi mi bila prepreka.

The building on my right, which is our corporate campus for The Gap

Zgrada desno, korporacijski kampus za Gap

with an ancient meadow, is an asset -- its nesting grounds.

sa drevnom livadom, je korisna -- mjesto za gniježdenje.

Here's where I come from. I grew up in Hong Kong,

Odavde dolazim. Odrastao sam u Hong Kongu,

with six million people in 40 square miles.

sa 6 milijuna ljudi na 100 kvadratnih kilometara.

During the dry season, we had four hours of water every fourth day.

U suhoj sezoni smo imali 4 sata vode svaki četvrti dan.

And the relationship to landscape was that of farmers who have been

A odnos sa krajolikom je bio onaj od farmera koji

farming the same piece of ground for 40 centuries.

obrađuju isti komad zemlje 40 stoljeća.

You can't farm the same piece of ground for 40 centuries

Ne možete obrađivati istio komad zemlje 40 stoljeća

without understanding nutrient flow.

bez razumijevanja tijeka hranjivih tvari.

My childhood summers were in the Puget Sound of Washington,

Ljeta u djetinjstvu sam provodio u Puget Sound-u, Washington,

among the first growth and big growth.

među mladicama i velikim raslinjem.

My grandfather had been a lumberjack in the Olympics,

Moj djed je bio drvosječa na Olimpijadi,

so I have a lot of tree karma I am working off.

moram odraditi puno loše karme za drveće.

I went to Yale for graduate school,

Išao sam na Yale na postdiplomski,

studied in a building of this style by Le Corbusier,

gdje sam učio u zgradi u stilu Le Corbusier-a,

affectionately known in our business as Brutalism.

poznatog u mom poslu kao Brutalizam.

If we look at the world of architecture,

Ako pogledamo na svijet arhitekture,

we see with Mies' 1928 tower for Berlin,

vidimo toranj za Berlin 1928.od Mies-a,

the question might be, "Well, where's the sun?"

mogli bi pitati, "Gdje je sunce?"

And this might have worked in Berlin, but we built it in Houston,

Možda bi bilo dobro u Berlinu, ali smo ga napravili u Houston-u,

and the windows are all closed. And with most products

i svi prozori su zatvoreni. I većina proizvoda

appearing not to have been designed for indoor use,

izgleda nije bila dizajnirana za kuću uporabu,

this is actually a vertical gas chamber.

ovo je ustvari vertikalna plinska komora.

When I went to Yale, we had the first energy crisis,

Kad sam otišao na Yale, imali smo prvu energetsku krizu,

and I was designing the first solar-heated house in Ireland

dizajnirao sam prvu kuću grijanu sunčevom energijom u Irskoj

as a student, which I then built --

kao student, koju sam tada napravio --

which would give you a sense of my ambition.

što će vam dati osjećaj moje ambicije.

And Richard Meier, who was one of my teachers,

Richard Meiers, jedan od mojih učitelja,

kept coming over to my desk to give me criticism,

dolazio mi je davati kritike,

and he would say, "Bill, you've got to understand- --

i govorio bi, "Bill, moraš razumjeti--

solar energy has nothing to do with architecture."

sunčeva energija nema ništa sa arhitekturom."

I guess he didn't read Vitruvius.

Čini se da nije čitao Vitruviusa.

In 1984, we did the first so-called "green office" in America

1984.g. radili smo prvi takozvani "zeleni ured" u Americi

for Environmental Defense.

za Ured za zaštitu okoliša.

We started asking manufacturers what were in their materials.

ispitivali smo proizvođače što je u njihovim materijalima.

They said, "They're proprietary, they're legal, go away."

Odgovorili su, "Legalni su, odlazi."

The only indoor quality work done in this country at that time

Jedino kvalitetno unutrašnje uređenje

was sponsored by R.J. Reynolds Tobacco Company,

sponzorirala je R.J. Reynoldsova tvornica duhana,

and it was to prove there was no danger

htio je dokazati da nema opasnosti

from secondhand smoke in the workplace.

od pasivnog pušenja na radnom mjestu.

So, all of a sudden, here I am, graduating from high school in 1969,

I eto me, završio srednju školu 1969.-te,

and this happens, and we realize that "away" went away.

ovo se desi, i shvatimo da je "daleko" otišlo daleko.

Remember we used to throw things away, and we'd point to away?

Sjećate se, bacali smo stvari, i pokazivali da je otišlo daleko?

And yet, NOAA has now shown us, for example --

I onda nam je NOAA pokazala, na primjer --

you see that little blue thing above Hawaii?

vidite malu plavu stvar iznad Havaja?

That's the Pacific Gyre.

Vrtlog smeća u Tihom oceanu.

It was recently dragged for plankton by scientists,

Ispitali su je znanstvenici za plankton,

and they found six times as much plastic as plankton.

i našli su šest puta više plastike nego planktona.

When asked, they said, "It's kind of like a giant toilet that doesn't flush."

Rekli su, "To je kao ogromna wc školjka, koja se ne može isprati."

Perhaps that's away.

Možda je to daleko.

So we're looking for the design rules of this --

Tražimo pravila dizajna ovoga --

this is the highest biodiversity of trees in the world, Irian Jaya,

ovo je najveća bioraznolikost drveća na svijetu, Irian Jaya,

259 species of tree, and we described this

259 vrsta drveća, i opisali smo ovo

in the book, "Cradle to Cradle."

u knjizi, "Od kolijevke do kolijevke."

The book itself is a polymer. It is not a tree.

Sama knjiga je polimer. Nije drvo.

That's the name of the first chapter -- "This Book is Not a Tree."

To je naziv prvog poglavlja -- "Ova knjiga nije drvo."

Because in poetics, as Margaret Atwood pointed out,

Jer u poeziji, kao što je Margaret Atwood istaknula,

"we write our history on the skin of fish

"pišemo našu povijest na koži riba

with the blood of bears."

sa medvjeđom krvi"

And with so much polymer, what we really need

Sa toliko polimera trebamo

is technical nutrition, and to use something

tehnički hranjivu tvar, da iskoristimo nešto

as elegant as a tree -- imagine this design assignment:

elegantno kao drvo -- zamislite dizajnerski zadatak:

Design something that makes oxygen, sequesters carbon,

Dizajniraj nešto što pravi kisik, odvaja ugljik,

fixes nitrogen, distills water, accrues solar energy as fuel,

ispravlja dušik, destilira vodu, skuplja sunčevu energiju kao gorivo,

makes complex sugars and food, creates microclimates,

stvara kompleksne šećere i hranu, stvara mikroklime,

changes colors with the seasons and self-replicates.

sezonski mijenja boje i samo se reproducira.

Well, why don't we knock that down and write on it?

Srušimo ga i pišimo po njemu.

(Laughter)

(Smijeh)

So, we're looking at the same criteria

Gledamo na iste kriterije

as most people -- you know, can I afford it?

kao većina ljudi -- mogu li si to priuštiti?

Does it work? Do I like it?

Radi li to? Sviđa li mi se?

We're adding the Jeffersonian agenda, and I come from Charlottesville,

Dodajemo Jeffersonski progam rada, dolazim iz Charlottesville-a,

where I've had the privilege of living in a house designed by Thomas Jefferson.

gdje sam imao privilegiju živjeti u kući koju je dizajnirao Thomas Jefferson.

We're adding life, liberty and the pursuit of happiness.

Mi dodajemo život, slobodu i potragu za srećom.

Now if we look at the word "competition,"

Kad pogledamo riječ natjecanje,

I'm sure most of you've used it.

siguran sam da ju je većina koristila.

You know, most people don't realize it comes from

Riječ dolazi iz

the Latin competere, which means strive together.

latinskog competere, zajedno ulagati napor.

It means the way Olympic athletes train with each other.

Dakle način na koji olimpijski atletičari vježbaju zajedno.

They get fit together, and then they compete.

Oni stasaju zajedno, i onda se natječu.

The Williams sisters compete -- one wins Wimbledon.

Sestre Williams se natječu -- jedna pobjedi Wimbledon.

So we've been looking at the idea of competition

Gledali smo na ideju natjecanja

as a way of cooperating in order to get fit together.

kao način na koji bi mogli zajedno stasati.

And the Chinese government has now --

Kineska vlada je sada --

I work with the Chinese government now --

trenutno radim sa Kineskom vladom --

has taken this up.

preuzela ovaj pristup.

We're also looking at survival of the fittest,

Također gledamo na preživljavanje najjačih,

not in just competition terms in our modern context

ne samo u terminima natjecanja u modernom svijetu

of destroy the other or beat them to the ground,

gdje moramo uništiti ili poniziti drugog,

but really to fit together and build niches

nego da se prilagodimo i izgradimo niše

and have growth that is good.

i imamo rast koji je dobar.

Now most environmentalists don't say growth is good,

Borci za okoliš govore da je rast nije dobar,

because, in our lexicon, asphalt is two words: assigning blame.

na engleskom, asfalt su dvije riječi koje dodjeljuju krivicu.

But if we look at asphalt as our growth,

Ako asfalt gledamo kao na naš rast,

then we realize that all we're doing is destroying

tad shvatimo da sve što radimo jest uništavanje

the planetary's fundamental underlying operating system.

temeljni osnovni operativni sustav planete.

So when we see E equals mc squared come along, from a poet's perspective,

Kad ugledamo kako E=mc2 dolazi, iz perspektive pjesnika,

we see energy as physics, chemistry as mass,

vidimo energiju kao fiziku, kemiju kao masu,

and all of a sudden, you get this biology.

i odjednom, dobijete biologiju.

And we have plenty of energy, so we'll solve that problem,

Imamo dosta energije, pa ćemo riješiti taj problem,

but the biology problem's tricky, because as we put through

ali problem s biologijom je problematičan, jer kako guramo

all these toxic materials that we disgorge,

sve materijale koje izbacujemo,

we will never be able to recover that.

nikad to nećemo uspjeti vratiti.

And as Francis Crick pointed out, nine years

Kako je Francis Crick pokazao, 9 godina

after discovering DNA with Mr. Watson,

nakon što je sa g. Watsonom otkrio DNA,

that life itself has to have growth as a precondition --

da sâm život kao preduvjet mora imati rast --

it has to have free energy, sunlight

mora imati slobodnu energiju, sunčevu svjetlost

and it needs to be an open system of chemicals.

i mora biti u otvorenom sustavu kemikalija.

So we're asking for human artifice to become a living thing,

Tražimo da ljudske tvorevine postanu žive stvari,

and we want growth, we want free energy from sunlight

hoćemo rast i slobodnu energiju iz sunca

and we want an open metabolism for chemicals.

i hoćemo otvoreni metabolizam za kemikalije.

Then, the question becomes not growth or no growth,

Pitanje nije rast ili bez rasta,

but what do you want to grow?

već što želite razvijati?

So instead of just growing destruction,

Umjesto da razvijamo razaranje,

we want to grow the things that we might enjoy,

želimo uzgajati stvari u kojima uživamo

and someday the FDA will allow us to make French cheese.

jednom će nam FDA dopustiti da pravimo francuski sir.

So therefore, we have these two metabolisms,

Stoga, imamo 2 metabolizma,

and I worked with a German chemist, Michael Braungart,

radio sam sa njemačkim kemičarom, Michaelom Braungartom,

and we've identified the two fundamental metabolisms.

Identificirali smo dva temeljna metabolizma.

The biological one I'm sure you understand,

Onaj biološki sam siguran da razumijete,

but also the technical one, where we take materials

ali i onaj tehnički, u kojem uzimamo materijale

and put them into closed cycles.

i stavljamo ih u zatvorene cikluse.

We call them biological nutrition and technical nutrition.

Zovemo ih biološka i tehnička hranidba.

Technical nutrition will be in an order of magnitude of biological nutrition.

Tehnička hranidba je red veličine od biološke.

Biological nutrition can supply about 500 million humans,

Biološka prehrana može snadbijevati oko 500 milijuna ljudi,

which means that if we all wore Birkenstocks and cotton,

što znači kad bi svi nosili Birkenstocks i pamuk

the world would run out of cork and dry up.

svjet bi ostao bez pluta i presušio.

So we need materials in closed cycles,

Trebaju nam materijali u zatvorenim ciklusima

but we need to analyze them down to the parts per million

ali ih moramo analizirati do milijuntitog dijela

for cancer, birth defects, mutagenic effects,

radi raka, porođajnih defekata, mutagenskih efekata,

disruption of our immune systems, biodegradation, persistence,

poremećaja u imunološkom sustavu, biodegradacije, trajnost,

heavy metal content, knowledge of how we're making them

sadržaju teških metala, znanju kako ih pravimo

and their production and so on.

njiihove prozvodnje itd.

Our first product was a textile where we analyzed 8,000 chemicals

Prvi proizvod je bio tekstil, analizirali smo 8000 kemikalija

in the textile industry.

u tekstilnoj industriji.

Using those intellectual filters, we eliminated [7,962.]

Koristeći te intelektualne filtere, eliminirali smo 9,762.

We were left with 38 chemicals.

Ostali smo sa 38 kemikalija.

We have since databased the 4000 most commonly used chemicals

Pohranili smo u bazu 4000 najčešće korištenih kemikalija

in human manufacturing, and we're releasing this database into the public in six weeks.

u ljudskoj prozvodnji, i puštamo tu bazu na korištenje javnosti za 6 tjedana.

So designers all over the world can analyze their products

Dizajneri širom svijeta mogu analizirati svoje proizvode

down to the parts per million for human and ecological health.

sve do milijuntitog dijela za ljudsko i ekološko zdravlje.

(Applause)

(Pljesak)

We've developed a protocol so that companies can send

Razvili smo protokol kojim kompanije mogu poslati

these same messages all the way through their supply chains,

ove poruke kroz svoje nabavne lance,

because when we asked most companies we work with -- about a trillion dollars

kad smo pitali većinu kompanija s kojima radimo -- oko milijardu dolara

-- and say, "Where does your stuff come from?" They say, "Suppliers."

-- i kažemo, "Odakle dolaze vaše stvari?", oni odgovore "Od dobavljača."

"And where does it go?"

"A gdje idu?"

"Customers."

"Kupcima".

So we need some help there.

Trebamo malo pomoći.

So the biological nutrients, the first fabrics --

Za biološke hranjive tvari, prve tkanine --

the water coming out was clean enough to drink.

voda koja je izlazila je bila pitka.

Technical nutrients -- this is for Shaw Carpet, infinitely reusable carpet.

Tehničke hranjive tvari -- od kompanije Shaw, beskonačno preradivi tepih.

Here's nylon going back to caprolactam back to carpet.

Ovdje je najlon koji ide nazad u caprolactam pa nazad u tepih.

Biotechnical nutrients -- the Model U for Ford Motor,

Biotehnički hranjive tvari -- model U za Ford Motore,

a cradle to cradle car -- concept car.

od kolijevke do kolijevke -- konceptualni auto.

Shoes for Nike, where the uppers are polyesters, infinitely recyclable,

Nike tenisice, gornji slojevi poliesteri, beskonačno preradivi,

the bottoms are biodegradable soles.

A donji dijelovi biorazgradivi đonovi.

Wear your old shoes in, your new shoes out.

Iznosite svoje stare cipele, pa vaše nove.

There is no finish line.

Ne postoji ciljna linija.

The idea here of the car is that some of the materials

Ideja auta kod kojeg neki od materijala

go back to the industry forever, some of the materials go back to soil --

idu nazad u industriju zauvijek, a jedan dio materijala nazad u tlo --

it's all solar-powered.

sve radi na sunčevu energiju.

Here's a building at Oberlin College we designed

Zgrada Oberlin fakulteta koju smo dizajnirali

that makes more energy than it needs to operate and purifies its own water.

proizvodi više energije nego što joj treba i pročiščava svoju vodu.

Here's a building for The Gap, where the ancient grasses

Zgrada The Gap, gdje su prastare trave

of San Bruno, California, are on the roof.

San Bruna, Kalifornije, na krovu.

And this is our project for Ford Motor Company.

Ovo je naš projekat za Ford Motor Company,

It's the revitalization of the River Rouge in Dearborn.

revitalizacija rijeke Rouge u Dearborn-u.

This is obviously a color photograph.

Ovo je očigledno fotografija u boji.

These are our tools. These are how we sold it to Ford.

Ovo su naši alati. Ovako smo to prodali Fordu.

We saved Ford 35 million dollars doing it this way, day one,

Uštedili smo Fordu 35 milijuna dolara radeći to tako, na prvi dan,

which is the equivalent of the Ford Taurus

što je jednako Ford Taurus-u

at a four percent margin of an order for 900 million dollars worth of cars.

sa marginom od četiri posto na narudžbi auta u vrijednosti od 900 milijuna dolara.

Here it is. It's the world's largest green roof, 10 and a half acres.

Ovo je najveći zeleni krov na svijetu, 10 i pol jutara.

This is the roof, saving money,

Ovo je krov, koji štedi novac,

and this is the first species to arrive here. These are killdeer.

i ovo je prva vrsta da se doseli ovdje. Ovo su ptice kulik.

They showed up in five days.

Pojavile su se za pet dana.

And we now have 350-pound auto workers

Sad imamo auto mehaničare od 180 kg

learning bird songs on the Internet.

koji uče cvrkute ptica na internetu.

We're developing now protocols for cities --

Razvijamo nove protokole za gradove --

that's the home of technical nutrients.

to je dom tehnički hranjivih tvari.

The country -- the home of biological. And putting them together.

Zemlja -- dom bioloških. I staviti ih zajedno.

And so I will finish by showing you a new city

I završit ću sa prikazom novog grada

we're designing for the Chinese government.

koji dizajniramo za kinesku vladu.

We're doing 12 cities for China right now,

Trenutno radimo 12 gradova za Kinu,

based on cradle to cradle as templates.

na temeljima od kolijevke do kolijevke.

Our assignment is to develop protocols for the housing

Naš zadatak je razviti protokole za smještaj

for 400 million people in 12 years.

za 400 milijuna ljudi u 12 godina.

We did a mass energy balance -- if they use brick,

Balansirali smo masu i energiju -- koristeći ciglu,

they will lose all their soil and burn all their coal.

izgubili bi svo tlo i spalili sav ugalj.

They'll have cities with no energy and no food.

Imali bi gradove bez energije i hrane.

We signed a Memorandum of Understanding --

potpisali smo Memorandum razumijevanja --

here's Madam Deng Nan, Deng Xiaoping's daughter --

ovdje je gospođa Deng Lan, kćerka Deng Xiaopinga --

for China to adopt cradle to cradle.

za Kinu da usvoji od kolijevke do kolijevke.

Because if they toxify themselves, being the lowest-cost producer,

Ako se otruju, uzimajući proizvođača s najnižom cijenom,

send it to the lowest-cost distribution -- Wal-Mart --

šaljući distributeru s najnižom cijenom -- Wal-martu --

and then we send them all our money, what we'll discover is that

i onda da im mi pošaljemo sav naš novac, vidjet ćemo

we have what, effectively, when I was a student,

da imamo što se zvalo, kad sam ja bio student,

was called mutually assured destruction.

uzajamno osigurano uništenje.

Now we do it by molecule. These are our cities.

Sad radimo sa molekulama. Ovo su naši gradovi.

We're building a new city next to this city; look at that landscape.

Gradimo grad pokraj ovoga; pogledajte taj krajolik.

This is the site.

Ovo je mjesto izgradnje.

We don't normally do green fields, but this one is about to be built,

Obično ne radimo na zelenim poljima, ali ovaj će upravo biti izgrađen,

so they brought us in to intercede.

pa su nas doveli da posredujemo.

This is their plan.

Ovo je njihov plan.

It's a rubber stamp grid that they laid right on that landscape.

To je otisak koji su postavili direktno na krajobraz.

And they brought us in and said, "What would you do?"

Doveli su nas i pitali "Što bi ste vi uradili?"

This is what they would end up with, which is another color photograph.

Ovo bi dobili, još jednu fotografiju u boji.

So this is the existing site, so this is what it looks like now,

Ovo je postojeće mjesto. Ovako trenutno izgleda,

and here's our proposal.

a ovdje je naš prijedlog.

(Applause)

(Pljesak)

So the way we approached this

Prišli smo ovome tako

is we studied the hydrology very carefully.

da smo pomno proučili hidrologiju.

We studied the biota, the ancient biota,

Proučili smo biotu, prastaru biotu,

the current farming and the protocols.

trenutnu zemljoradnju i protokole.

We studied the winds and the sun to make sure everybody in the city

Studirali smo vjetrove i sunce kako bi osigurali da svi u gradu

will have fresh air, fresh water and direct sunlight

imaju svjež zrak, vodu i sunčevu svjetlost

in every single apartment at some point during the day.

u svakom apartmanu u nekom dijelu dana.

We then take the parks and lay them out as ecological infrastructure.

Uzmemo u obzir parkove i postavimo ih kao ekološku infrastrukturu.

We lay out the building areas.

Postavljamo područja za zgrade.

We start to integrate commercial and mixed use

integriramo komercijalnu i miješanu uporabu

so the people all have centers and places to be.

da svi ljudi imaju centre i mjesta za izlazak.

The transportation is all very simple,

Transport je veoma jednostavan,

everybody's within a five-minute walk of mobility.

svatko je na 5 minuta hoda od prometa.

We have a 24-hour street, so that there's always a place that's alive.

Imamo 24 sata aktivne ulice, uvijek ima mjesto koje je živo.

The waste systems all connect.

Sustavi za otpad su povezani.

If you flush a toilet, your feces will go to the sewage treatment plants,

Kad pustite vodu, fekalije idu u tvornicu za tretiranje kanalizacije,

which are sold as assets, not liabilities.

koje se prodaju kao vrijednost a ne trošak.

Because who wants the fertilizer factory that makes natural gas?

Jer tko bi htio tvornicu gnojiva koja stvara prirodni plin?

The waters are all taken in to construct the wetlands for habitat restorations.

Sve vode su iskorištene za izgradnju močvara za restauraciju habitata.

And then it makes natural gas, which then goes back into the city

I onda se stvara prirodni plin, koji ide nazad u grad

to power the fuel for the cooking for the city.

da napaja grad sa gorivom za kuhanje.

So this is -- these are fertilizer gas plants.

Ovo su plinske elektrane iz gnojiva.

And then the compost is all taken back

I onda se kompost vraća

to the roofs of the city, where we've got farming,

na krovove grada, gdje imamo obrađivanje zemlje,

because what we've done is lifted up the city,

jer ono što smo uradili jeste da smo podigli grad,

the landscape, into the air to -- to restore the native landscape

okoliš, u zrak -- da vratimo lokalni krajobraz

on the roofs of the buildings.

na krovovima zgrada.

The solar power of all the factory centers

Sunčeva energija iz tvorničkih centara

and all the industrial zones with their light roofs powers the city.

i svih industrijskih zona će napajati grad.

And this is the concept for the top of the city.

Ovo je koncept za krov grada.

We've lifted the earth up onto the roofs.

Podigli smo zemlju na krovove.

The farmers have little bridges to get from one roof to the next.

Zemljoradnici imaju male mostove sa jednog krova na drugi.

We inhabit the city with work/live space on all the ground floors.

Naselimo grad sa prostorima za život i rad na razini tla.

And so this is the existing city, and this is the new city.

I ovo je postojeći grad, a ovo je novi grad.

(Applause)

(Pljesak)