Stefan Sagmeister: Designing with slogans

Traducător: Alexandra Adela Luca Corector: Lucian BIBO

I was here about four years ago,

Am fost aici cu circa patru ani in urma,

talking about the relationship of design and happiness.

am vorbit despre relatia dintre design si fericire.

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

La sfarsit, am aratat o lista sub acel titlu.

I learned very few things in addition since

Am invatat foarte putine lucruri in plus de atunci --

(Laughter) --

(Rasete)

but made a whole number of them into projects since.

dar de atunci le-am transformat in mare parte in proiecte.

These are inflatable monkeys in every city in Scotland:

Acestea sunt maimute gonflabile in fiecare oras din Scotia --

"Everybody always thinks they are right."

"Fiecare crede mereu ca are dreptate"

They were combined in the media.

Au fost pusi cap la cap de media.

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

"Drogurile inseamna distractie la inceput dar devin o povara pe parcurs."

We're doing changing media.

Noi schimbam media.

This is a projection that can see the viewer

Aceasta este o proiectie care poate vedea privitorul

as the viewer walks by.

pe masura ce acesta trece pe langa.

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

Nu poti sa eviti ruperea acelei panze de paianjen.

All of these things are pieces of graphic design.

Toate aceste lucruri sunt parti de design grafic.

We do them for our clients.

Le facem pentru clientii nostri.

They are commissioned.

Ele sunt comandate.

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

Eu nu as avea banii sa platesc pentru instalare

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

sau sa platesc pentru toate panourile sau pentru productia acestora,

so there's always a client attached to them.

asa ca intotdeauna este un client in spatele lor.

These are 65,000 coat hangers in a street

Acestea sunt 65.000 de umerase pe o strada

that's lined with fashion stores.

care are multe magazine de moda.

"Worrying solves nothing."

"A-ti face griji nu rezolva nimic."

"Money does not make me happy"

"Banii nu ma fac fericit"

appeared first as double-page spreads in a magazine.

au aparut la inceput intinse pe doua pagini intr-o revista.

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

Cel care le imprima a pierdut fisierul, nu ne-a spus.

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

Cand revista -- de fapt, cand am primit scriptul

it was 12 following pages.

era urmatoarele 12 pagini.

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

Spunea: "Banii ma fac foarte fericit""

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

Iar unui prieten de-al meu din Austria i-a parut atat de rau de mine

that he talked the largest casino owner in Linz

incat a convins cel mai mare proprietar de cazino din Linz

into letting us wrap his building.

sa ne lase sa-i impachetam cladirea.

So this is the big pedestrian zone in Linz.

Asadar aceasta este marea zona pietonala din Linz,

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

si spune doar "Banii," si daca te uiti pe strada laterala,

it says, "does not make me happy."

spune: "nu ma fac fericit."

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

Am avut un spectacol,m-am intors saptamana trecuta la New York.

We steamed up the windows permanently,

Am aburit permanent geamurile,

and every hour we had a different designer come in

si in fiecare ora venea un alt designer

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

si scria aceste lucruri pe care le-au invatat in aburul ferestrei.

Everybody participated -- Milton Glaser,

Toti au participat -- Milton Glaser.

Massimo Vignelli.

Massimo Vignelli.

Singapore was quite in discussion.

Singapore era in discutie.

This is a little spot that we filmed there

Acesta este un mic spot pe care l-am filmat acolo

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

care urmeaza sa fie proiectat pe marele JumboTrons din Singapore,

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

si desigur unul care imi este drag mie,

because all of these sentiments --

pentru ca toate aceste sentimente,

some banal, some a bit more profound --

unele banale, altele un pic mai profunde,

all originally had come out of my diary.

provin de fapt din jurnalul meu.

And I do go often into the diary

Si adeseori ma intorc la jurnal

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

si verific daca as fi vrut sa schimb ceva la situatie.

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

Daca este --a se vedea pentru o perioada lunga,

I actually do something about it.

Chiar fac ceva in legatura cu asta.

And the very last one is a billboard.

Si ultimul este un panou.

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

Acesta este acoperisul nostru in New York, acoperisul studioului.

This is newsprint plus stencils that lie on the newsprint.

Asta este ziar plus matrite puse deasupra.

We let that lie around in the sun.

L-am lasat la soare.

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

Cum bine stiti, ziarul se ingalbeneste semnificativ la soare.

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

Dupa o saptamana, am luat matritele si frunzele deoparte,

shipped the newsprints to Lisbon to a very sunny spot,

am expediat ziarele la Lisabona intr-un loc foarte insorit,

so on day one the billboard said,

asadar in prima zi panoul spunea:

"Complaining is silly. Either act or forget."

"Sa te plangi este prostesc. Actioneaza sau uita."

Three days later it faded, and a week later,

Dupa trei zile a disparut, si o saptamana mai tarziu,

no more complaining anywhere.

nu se mai plangea nimeni nicaieri.

(Laughter)

(Rasete)

Thank you so much.

Mutumesc foarte mult.

(Applause)

(Aplauze)