Stefan Sagmeister: Designing with slogans

Translator: Evridika Cuder Reviewer: Matej Divjak

I was here about four years ago,

Tu sem bil že pred štirimi leti,

talking about the relationship of design and happiness.

ko sem govoril o razmerju med oblikovanjem in srečo.

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

Na koncu sem pokazal seznam pod tem naslovom.

I learned very few things in addition since

Od takrat sem se naučil le še par stvari,

(Laughter) --

(Smeh)

but made a whole number of them into projects since.

a izvedel veliko projektov.

These are inflatable monkeys in every city in Scotland:

To so napihljive opice v vsakem mestu na Škotskem ..

"Everybody always thinks they are right."

"Vsak vedno misli, da ima prav."

They were combined in the media.

V medijih so jih združili.

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

"Droge so zabavne na začetku, a kasneje postanejo bedne".

We're doing changing media.

Ustvarjamo tudi "spreminjajoče se medije".

This is a projection that can see the viewer

To je projekcija, ki lahko sledi gledalcu,

as the viewer walks by.

ko ta hodi mimo nje.

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

Ne gre drugače, kot da pajkovo mrežo raztrgaš.

All of these things are pieces of graphic design.

Vse to je grafično oblikovanje.

We do them for our clients.

To delamo za naše stranke.

They are commissioned.

Narejeno je po naročilu.

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

Sam ne bi nikoli imel denarja za inštalacije

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

ali za jumbo plakate oziroma njihovo izdelavo,

so there's always a client attached to them.

tako da je vedno zraven tudi stranka.

These are 65,000 coat hangers in a street

Tu vidite 65.000 obešalnikov na ulici,

that's lined with fashion stores.

ki je polna modnih trgovin.

"Worrying solves nothing."

"Skrbi ne rešijo ničesar."

"Money does not make me happy"

"Denar me ne osrečuje"

appeared first as double-page spreads in a magazine.

se je prvič pojavil kot dvostranski oglas v reviji.

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

Tiskar je izgubil podatke in nam tega ni povedal.

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

Ko je revija, oziroma šele ko sem dobil številko,

it was 12 following pages.

je na 12 zaporednih straneh pisalo:

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

"Denar me me osrečuje."

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

Mojemu prijatelju iz Avstrije je bilo tako žal,

that he talked the largest casino owner in Linz

da je lastnika največje igralnice v Linzu pregovoril v to,

into letting us wrap his building.

da smo mu lahko "okrasili" stavbo.

So this is the big pedestrian zone in Linz.

To je velika cona za pešce v Linzu

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

in vidi se samo "Denar", če pa pogledate po stranski ulici navzdol,

it says, "does not make me happy."

lahko vidite "me ne osrečuje".

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

Prejšnji teden smo organizirali dogodek v New Yorku.

We steamed up the windows permanently,

Okna smo trajno zameglili

and every hour we had a different designer come in

in vsako uro je v prostor prišel drug oblikovalec,

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

ki je na zamegljeno okno zapisal stvari, ki se jih je naučil.

Everybody participated -- Milton Glaser,

Vsi so sodelovali -- Milton Glaser.

Massimo Vignelli.

Massimo Vignelli.

Singapore was quite in discussion.

Singapur je bil pogosta tema.

This is a little spot that we filmed there

To je kratek spot, ki smo ga tam posneli

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

in ki se bo predvajal na velikih JumboTron ekranih v Singapurju.

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

In seveda, eden izmed mojih najljubših,

because all of these sentiments --

zaradi vseh čustev,

some banal, some a bit more profound --

nekaterih banalnih, drugih globljih,

all originally had come out of my diary.

ki so prišla iz mojega dnevnika.

And I do go often into the diary

Pogosto ga berem

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

in obenem preverjam, če bi rad situacijo kakorkoli spremenil.

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

Če o tem razmišljam dovolj dolgo,

I actually do something about it.

tudi v resnici nekaj naredim v tej smeri.

And the very last one is a billboard.

Zadnja izmed takih akcij je jumbo plakat.

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

To je naša streha v New Yorku, streha ateljeja.

This is newsprint plus stencils that lie on the newsprint.

Šablone in liste smo razporedili po časopisnem papirju

We let that lie around in the sun.

in vse skupaj pustili na soncu.

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

Kot veste, časopisni papir na soncu porumeni.

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

Po enem tednu smo šablone in liste odstranili in

shipped the newsprints to Lisbon to a very sunny spot,

plakate postavili na zelo sončen predel v Lizboni.

so on day one the billboard said,

Prvi dan je na plakatu pisalo

"Complaining is silly. Either act or forget."

"Pritoževanje je brez veze. Ukrepaj ali pa pozabi."

Three days later it faded, and a week later,

Čez tri dni je napis zbledel, čez en teden pa

no more complaining anywhere.

pritoževanja ni bilo nikjer več.

(Laughter)

(Smeh)

Thank you so much.

Najlepša hvala.

(Applause)

(Aplavz)