Richard Seymour: How beauty feels

Translator: Rrezarta Isma Reviewer: Helena Bedalli

When I was little --

Kur isha i vogel --

and by the way, I was little once --

dhe meqe ra fjala, kam qene i vogel dikur --

my father told me a story

babai im ma tregoi nje tregim

about an 18th century watchmaker.

per nje orepunues te shekullit te 18-te

And what this guy had done:

dhe cka kishte bere ky njeri

he used to produce these fabulously beautiful watches.

ai prodhonte keto ore mrekullisht te bukura.

And one day, one of his customers came into his workshop

Dhe nje dite, nje prej klienteve hyri ne punetorine e tij

and asked him to clean the watch that he'd bought.

dhe i kerkoi t'ia pastronte oren qe kishte blere.

And the guy took it apart,

dhe orepunuesi e cmontoi,

and one of the things he pulled out was one of the balance wheels.

dhe nje prej gjerave qe hoqi ishte nje prej rrotave te balancit.

And as he did so, his customer noticed

Nderkohe qe ai e beri kete, klienti i tij verejti

that on the back side of the balance wheel was an engraving,

se ne anen e pasme te rrotes se balancit ishte nje gdhendje,

were words.

ishin fjale.

And he said to the guy,

Dhe ai i tha orepunuesit,

"Why have you put stuff on the back

"Pse ke vene gjera mbrapa

that no one will ever see?"

ku askush nuk do t'i shohe ndonjehere?"

And the watchmaker turned around and said,

Dhe orepunuesi u kthye dhe tha,

"God can see it."

"Zoti mund ta shohe."

Now I'm not in the least bit religious,

Tani, une nuk jam aspak fetar,

neither was my father,

e as babai im nuk ishte,

but at that point, I noticed something happening here.

por ne kete pike, verejta se dicka po ndodhte ketu.

I felt something

Ndjeva dicka

in this plexus of blood vessels and nerves,

ne kete rrjet enesh gjaku dhe nervash,

and there must be some muscles in there as well somewhere, I guess.

dhe aty diku duhet te kete edhe disa muskuj gjithashtu, ma merr mendja.

But I felt something.

Por une ndjeva dicka.

And it was a physiological response.

Dhe kjo ishte nje pergjigje fiziologjike.

And from that point on, from my age at the time,

Dhe prej atij momenti e tutje, prej moshes sime ne ate kohe,

I began to think of things in a different way.

une fillova te mendoj per gjerat ne nje tjeter menyre.

And as I took on my career as a designer,

Dhe pasi qe mora karrieren time si dizajner,

I began to ask myself the simple question:

fillova t'ia bej vetes pyetjen e thjeshte:

Do we actually think beauty,

Ne te vertete, a e mendojme ne bukurine,

or do we feel it?

apo e ndjejme?

Now you probably know the answer to this already.

Ju me gjase tashme e dini pergjigjen ne kete pyetje.

You probably think, well, I don't know which one you think it is,

Ju me gjase mendoni, epo, nuk e di se cila mendon ti se eshte,

but I think it's about feeling beauty.

por une mendoj se ka te beje me te ndjerit e bukurise.

And so I then moved on into my design career

Dhe keshtu pastaj une vazhdova ne karrieren time te dizajnit

and began to find some exciting things.

dhe fillova te zbuloj disa gjera ngazellyese.

One of the most early work was done in automotive design --

Nje prej veprave me te hershme u be ne dizajnin e automjeteve --

some very exciting work was done there.

aty u be nje pune shume ngazellyese.

And during a lot of this work,

Dhe pergjate nje pjese te mire te kesaj pune,

we found something, or I found something,

ne gjetem dicka, ose une gjeta dicka,

that really fascinated me, and maybe you can remember it.

qe me te vertete me magjepsi, dhe ndoshta ju mund ta kujtoni.

Do you remember when lights used to just go on and off,

A mbani mend kur dritat vetem ndizeshin dhe fikeshin,

click click, when you closed the door in a car?

klik klik, kur e mbyllnit deren e vetures?

And then somebody, I think it was BMW,

Dhe pastaj dikush, me duket se ishte BMW,

introduced a light that went out slowly.

paraqiti nje drite qe fikej ngadale.

Remember that?

Ju kujtohet kjo?

I remember it clearly.

Mua me kujtohet qarte.

Do you remember the first time you were in a car and it did that?

A ju kujtohet hera e pare kur ishit ne veture dhe ndodhi kjo?

I remember sitting there thinking, this is fantastic.

Mua me kujtohet te jem ulur aty duke menduar, kjo eshte fantastike.

In fact, I've never found anybody

Ne fakt, une nuk kam takuar aske

that doesn't like the light that goes out slowly.

qe nuk e pelqen driten qe fiket ngadale.

I thought, well what the hell's that about?

Mendova, epo pse dreqin eshte kjo?

So I started to ask myself questions about it.

Keshtu qe fillova t'i bej vetes pyetje per kete.

And the first was, I'd ask other people: "Do you like it?" "Yes."

Dhe e para ishte, do t'i pyesja njerezit e tjere: "A te pelqen kjo?" "Po."

"Why?" And they'd say, "Oh, it feels so natural,"

"Pse?" Dhe ata do te thonin, "Oh, ndjehet shume natyrale,"

or, "It's nice."

ose, "Eshte e kendshme."

I thought, well that's not good enough.

Mendova, epo kjo nuk eshte mjaft mire.

Can we cut down a little bit further,

A mund te shkojme pak me tutje,

because, as a designer, I need the vocabulary, I need the keyboard,

sepse, si dizajner, mua me duhet fjalori,

of how this actually works.

se si kjo funksionon.

And so I did some experiments.

Dhe keshtu une bera disa eksperimente.

And I suddenly realized

Dhe papritmas e kuptova

that there was something that did exactly that --

qe kishte dicka qe e bente saktesisht kete --

light to dark in six seconds --

prej drites ne terr ne gjashte sekonda --

exactly that.

saktesisht kete.

Do you know what it is? Anyone?

A e dini se cka eshte? Ndokush?

You see, using this bit, the thinky bit,

E shihni, duke e perdorur kete pjesez, pjesezen menduese,

the slow bit of the brain -- using that.

pjesezen e ngadalte te trurit -- duke e perdorur kete.

And this isn't a think, it's a feel.

Dhe ky nuk eshte nje mendim, eshte nje ndjenje.

And would you do me a favor?

Dhe a do te ma beni nje nder?

For the next 14 minutes or whatever it is,

Per 14 minutat e ardhshme a sado qe eshte,

will you feel stuff?

a do te ndjeni gjera?

I don't need you to think so much as I want you to feel it.

Nuk me duhet qe te mendoni gjithaq sa dua ta ndjeni.

I felt a sense of relaxation

Une ndjeva nje sens relaksi

tempered with anticipation.

te perzier me mezipritje.

And that thing that I found

Dhe gjeja qe une zbulova

was the cinema or the theater.

ishte kinemaja ose teatri.

It's actually just happened here --

Ne fakt, sapo ndodhi ketu --

light to dark in six seconds.

prej drites ne terr ne gjashte sekonda.

And when that happens, are you sitting there going,

Dhe kur kjo ndodhe, a rrini aty duke menduar,

"No, the movie's about to start,"

"Jo, filmi eshte duke filluar,"

or are you going, "That's fantastic. I'm looking forward to it.

ose mendoni, "Kjo eshte fantastike. Mezi po pres.

I get a sense of anticipation"?

Kam nje ndjenje mezipritjeje"?

Now I'm not a neuroscientist.

Tani, une nuk jam nje neuroshkencetar.

I don't know even if there is something called a conditioned reflex.

Une madje nuk di a ka dicka qe quhet refleks i kushtezuar.

But it might be.

Por mund te kete.

Because the people I speak to in the northern hemisphere

Sepse njerezit me te cilet une flas ne hemisferen veriore

that used to go in the cinema get this.

qe shkonin ne kinema, e perjetojne kete.

And some of the people I speak to

Dhe disa prej njerezve me te cilet flas

that have never seen a movie or been to the theater

qe nuk kane pare kurre nje film ose s'kane qene kurre ne teater

don't get it in the same way.

nuk e perjetojne ne te njejten menyre.

Everybody likes it,

Te gjitheve u pelqen,

but some like it more than others.

por disave me shume se te tjereve.

So this leads me to think of this in a different way.

Keshtu qe kjo me ben qe te mendoj rreth kesaj ne nje tjeter menyre.

We're not feeling it. We're thinking beauty is in the limbic system --

Ne nuk e ndjejme ate. Ne mendojme se bukuria eshte ne sistemin limbik --

if that's not an outmoded idea.

nese kjo nuk eshte nje ide e vjeteruar

These are the bits, the pleasure centers,

Keto jane pjesezat, qendrat e kenaqesise,

and maybe what I'm seeing and sensing and feeling

dhe ndoshta ajo qe jam duke e pare dhe ndjere

is bypassing my thinking.

po e anashkalon te menduarit tim.

The wiring from your sensory apparatus to those bits

Lidhjet prej aparatit tuaj ndjesor deri te keto pjeseza

is shorter than the bits that have to pass through the thinky bit, the cortex.

eshte me e shkurter se pjesezat qe duhet te kalojne permes pjesezes menduese, kores se trurit.

They arrive first.

Ato mberrijne te parat.

So how do we make that actually work?

Pra si e bejme kete te funksionoje?

And how much of that reactive side of it

Dhe sa prej pjeses reaguese te saj

is due to what we already know,

eshte pasoje e asaj qe tashme e dime?

or what we're going to learn, about something?

ose asaj qe do te mesojme, rreth dickaje?

This is one of the most beautiful things I know.

Kjo eshte nje prej gjerave me te bukura qe une njoh.

It's a plastic bag.

Eshte nje qese plastike.

And when I looked at it first, I thought, no, there's no beauty in that.

Dhe kur e shikova per here te pare, mendova, jo, nuk ka bukuri ne te.

Then I found out,

Pastaj e zbulova,

post exposure,

mbas ekspozimit,

that this plastic bag if I put it into a filthy puddle

se kjo qese plastike, nese e vendos ne nje pellg te ndyre

or a stream filled with coliforms

ose nje perrua te mbushur me baktere

and all sorts of disgusting stuff,

dhe te gjitha llojet e gjerave te peshtira,

that that filthy water

atehere ai uje i ndyre

will migrate through the wall of the bag by osmosis

do te levize neper murin e qeses nepermjet osmozes

and end up inside it as pure, potable drinking water.

dhe te perfundoje brenda saj si uje i paster, i pijshem.

And all of a sudden, this plastic bag

Dhe krejt papritmas, kjo qese plastike

was extremely beautiful to me.

ishte jashtezakonisht e bukur per mua.

Now I'm going to ask you again

Tani do t'ju pyes serish

to switch on the emotional bit.

te kaloni ne pjesezen emocionale.

Would you mind taking the brain out,

A do t'ju pengonte ta largoni trurin,

and I just want you to feel something.

dhe une vetem ju kerkoj qe te ndjeni dicka

Look at that. What are you feeling about it?

Shikoni kete. Cka ndjeni per te?

Is it beautiful? Is it exciting?

A eshte e bukur? A eshte ngazellyese?

I'm watching your faces very carefully.

Po i shikoj fytyrat tuaja me shume kujdes.

There's some rather bored-looking gentlemen

Aty eshte nje zoteri qe duket goxha i merzitur

and some slightly engaged-looking ladies

dhe disa zonja qe duken pak te interesuara

who are picking up something off that.

qe po nxjerrin dicka prej kesaj.

Maybe there's an innocence to it.

Ndoshta ka nje pafajesi ne te.

Now I'm going to tell you what it is. Are you ready?

Tani do t'ju tregoj se cka eshte. A jeni gati?

This is the last act on this Earth

Kjo eshte vepra e fundit ne Toke

of a little girl called Heidi, five years old,

e nje vajze te vogel te quajtur Heidi, pese vjec,

before she died of cancer to the spine.

para se te vdiste prej kancerit ne shpine.

It's the last thing she did,

eshte gjeja e fundit qe ka bere,

the last physical act.

veprimi i fundit fizik.

Look at that picture.

Shikojeni kete vizatim.

Look at the innocence. Look at the beauty in it.

Shikojeni pafajesine. Shikojeni bukurine ne te.

Is it beautiful now?

A eshte e bukur tani?

Stop. Stop. How do you feel?

Ndaloni. Ndaloni. Si ndjeheni?

Where are you feeling this?

Ku po e ndjeni kete?

I'm feeling it here. I feel it here.

Une po e ndjej ate ketu. E ndjej ketu.

And I'm watching your faces,

Dhe po i shikoj fytyrat tuaja,

because your faces are telling me something.

Sepse fytyrat tuaja po me tregojne dicka.

The lady over there is actually crying, by the way.

Zonja atje eshte duke duke qare, meqe ra fjala.

But what are you doing?

Por cka jeni duke bere?

I watch what people do.

Une shikoj cka bejne njerezit.

I watch faces.

Une shikoj fytyrat.

I watch reactions.

Shikoj reagimet.

Because I have to know how people react to things.

Sepse me duhet te di se si njerezit reagojne ndaj gjerave.

And one of the most common faces

Dhe nje prej fytyrave me te zakonshme

on something faced with beauty,

te dikujt te perballur me bukuri

something stupefyingly delicious,

dicka tmerresisht te shijshme

is what I call the OMG.

eshte ajo qe une quaj OMG (O Zot )

And by the way, there's no pleasure in that face.

Dhe meqe ra fjala, nuk ka kenaqesi ne ate fytyre

It's not a "this is wonderful!"

Nuk eshte "kjo eshte e mrekullueshme!"

The eyebrows are doing this, the eyes are defocused,

vetullat po e bejne kete, syte jane te shperqendruar,

and the mouth is hanging open.

dhe goja qendron e hapur.

That's not the expression of joy.

Kjo nuk eshte shprehja e lumturise.

There's something else in that.

Ka dicka tjeter ketu.

There's something weird happening.

Dicka e cuditshme po ndodhe.

So pleasure seems to be tempered

Pra kenaqesia duket se perzihet

by a whole series of different things coming in.

me nje seri te tere te gjerave te ndryshme qe vijne

Poignancy is a word I love as a designer.

Mprehtesia eshte nje fjale qe une e dua si dizajner.

It means something triggering a big emotional response,

Nenkupton dicka qe nxit nje pergjigje te madhe emocionale

often quite a sad emotional response,

shpesh nje pergjigje emocionale mjaft te trishte

but it's part of what we do.

por eshte pjese e asaj qe bejme.

It isn't just about nice.

Nuk ka te beje vetem me kendshmerine

And this is the dilemma, this is the paradox, of beauty.

Dhe kjo eshte dilema, ky eshte paradoksi, i bukurise.

Sensorily, we're taking in all sorts of things --

Shqiserisht, ne pranojme te gjitha llojet e gjerave --

mixtures of things that are good, bad, exciting, frightening --

perzierje te gjerave qe jane te mira, te keqija, ngazellyese, frikesuese --

to come up with that sensorial exposure,

per te mberritur ate ekspozim shqisor,

that sensation of what's going on.

ndjesine e asaj qe po ndodhe

Pathos appears obviously

Patos paraqitet qartesisht

as part of what you just saw in that little girl's drawing.

si pjese e asaj qe pate ne vizatimin e asaj vajze te vogel.

And also triumph, this sense of transcendence,

Dhe gjithashtu triumfi, ndjenja e transendences,

this "I never knew that. Ah, this is something new."

kjo "Une nuk e dija kete. Ah, kjo eshte dicka e re."™

And that's packed in there as well.

Dhe kjo eshte pjese e saj gjithashtu.

And as we assemble these tools,

Dhe nderkohe qe ne i mbledhim keto mjete,

from a design point of view, I get terribly excited about it,

prej pikepamjes se dizajnit, une ngazellehem tmerresisht prej kesaj,

because these are things, as we've already said,

sepse keto jane gjera, siq kemi thene tashme,

they're arriving at the brain, it would seem,

qe mberrijne ne tru, duket,

before cognition, before we can manipulate them --

para kognicionit, para se te mund t'i manipulojme ato --

electrochemical party tricks.

truqet e festes elektrokimike

Now what I'm also interested in is:

Tani, ajo qe me intereson gjtihashtu eshte:

Is it possible to separate

A eshte e mundur t'i ndajme

intrinsic and extrinsic beauty?

bukurine e brendshme dhe ate te jashtme?

By that, I mean intrinsically beautiful things,

Me kete, nenkuptoj gjera mevetesisht te bukura,

just something that's exquisitely beautiful,

thjesht dicka qe eshte hiresisht e bukur,

that's universally beautiful.

qe eshte universalisht e bukur.

Very hard to find. Maybe you've got some examples of it.

Shume e veshtire per t'u gjetur. Ndoshta ju keni ndonje shembull te saj.

Very hard to find something that, to everybody,

Shume e veshtire per te gjetur dicka qe, per te gjithe,

is a very beautiful thing,

eshte nje gje e bukur.

without a certain amount of information packed in there before.

pa nje sasi te caktuar te informacionit te perfshire aty paraprakisht.

So a lot of it tends to be extrinsic.

Keshtu qe nje pjese e madhe e saj ka tendence te jete e jashtme.

It's mediated by information before the comprehension.

Eshte e ndermjetesuar prej informacionit para te kuptuarit.

Or the information's added on at the back,

Ose informacioni shtohet me pas,

like that little girl's drawing that I showed you.

sikur vizatimi i asaj vajzes se vogel te cilin ua tregova.

Now when talking about beauty

Tani, kur flisni per bukurine

you can't get away from the fact

nuk mund t'i ikni faktit

that a lot experiments have been done in this way

qe ne kete fushe jane bere shume eksperimente

with faces and what have you.

me fytyra e cka jo.

And one of the most tedious ones, I think,

Dhe nje prej me te merzitshmeve, mendoj,

was saying that beauty was about symmetry.

thoshte se bukuria ka te beje me simetrine.

Well it obviously isn't.

Epo, qartazi nuk eshte ashtu.

This is a more interesting one

Kjo eshte me interesante

where half faces were shown to some people,

ku gjysma e fytyrave iu treguan disa njerezve,

and then to add them into a list

qe pastaj t'i shtonin ne nje liste

of most beautiful to least beautiful

te me te bukurave deri te me pak te bukurat

and then exposing a full face.

dhe pastaj shfaqen fytyren e plote.

And they found that it was almost exact coincidence.

Dhe gjeten se ishte pothuaj e njejta koincidence.

So it wasn't about symmetry.

Pra, nuk kishte te bente me simetrine.

In fact, this lady has a particularly asymmetrical face,

Ne fakt, kjo zonje ka fytyre vecanerisht asimtrike,

of which both sides are beautiful.

ne te cilen te dyja anet jane te bukura.

But they're both different.

Por ato jane te dyja te ndryshme.

And as a designer, I can't help meddling with this,

Dhe si dizajner, nuk mund te mos perzihem ketu,

so I pulled it to bits and sort of did stuff like this,

keshtu qe e copezova ne pjese dhe disi bere dicka si kjo,

and tried to understand what the individual elements were,

dhe provova te kuptoj se cilat ishin elementet individuale,

but feeling it as I go.

por, duke e ndjere nderkohe.

Now I can feel a sensation of delight and beauty

Tani une mund te kem nje ndjesi te kenaqesise dhe bukurise

if I look at that eye.

nese e shikoj ate sy.

I'm not getting it off the eyebrow.

Nuk jam duke e marre prej vetulles.

And the earhole isn't doing it to me at all.

Dhe vrima e veshit nuk ma jep ate ndjesi fare

So I don't know how much this is helping me,

Keshtu qe une nuk e di se sa po me ndihmon kjo mua,

but it's helping to guide me to the places

por po me ndihmon duke me udhezuar drejt vendeve

where the signals are coming off.

prej ku po vijne sinjalet.

And as I say, I'm not a neuroscientist,

Dhe sic thashe, une nuk jam neuroshkencetar,

but to understand how I can start to assemble things

por per te kuptuar se si mund te filloj t'i mbledh gjerat

that will very quickly bypass

qe do ta anashkalojne shume shpejt

this thinking part

kete pjese menduese

and get me to the enjoyable precognitive elements.

dhe te me dergojne tek elementet e kenaqshme parakognitive

Anais Nin and the Talmud have told us time and time again

Anais Nin dhe Talmudi na ka thene shume here

that we see things not as they are, but as we are.

qe ne i shohim gjerat jo ashtu sic jane, por ashtu sic jemi ne.

So I'm going to shamelessly expose something to you,

Keshtu qe une do t'u tregoj paturpesisht dicka,

which is beautiful to me.

qe eshte e bukur per mua.

And this is the F1 MV Agusta.

Dhe kjo eshte F1 MV Agusta.

Ahhhh.

Ahhh

It is really -- I mean, I can't express to you

Eshte vertete -- dua te them, nuk mund t'ua shpreh

how exquisite this object is.

sa i hirshem eshte ky objekt.

But I also know why it's exquisite to me,

Por une gjithashtu e di se pse eshte i hirshem per mua,

because it's a palimpsest of things.

sepse eshte nje sipervendosje e gjerave.

It's masses and masses of layers.

Jane masa dhe masa te shtresave.

This is just the bit that protrudes into our physical dimension.

Kjo eshte vec pjesa qe zgjatet ne dimensionin tone fizik.

It's something much bigger.

Eshte dicka shume me e madhe.

Layer after layer of legend, sport, details that resonate.

Shtrese pas shtrese te mbishkrimeve te gdhendura, sportit, detajeve qe rezonojne

I mean, if I just go through some of them now --

Po mendoj, nese vec do te kaloja neper disa prej tyre tani --

I know about laminar flow when it comes to air-piercing objects,

Une di per rrymimin shtresor kur eshte fjala per objekte ajer-shpuese,

and that does it consummately well, you can see it can.

dhe e ben plotesisht mire, mund ta shihni se mundet.

So that's getting me excited.

Keshtu qe kjo po me ngazellen.

And I feel that here.

Dhe e ndjej ate ketu.

This bit, the big secret of automotive design --

Kjo pjese, sekreti i madh i dizajnit te automjeteve --

reflection management.

menaxhimi i pasqyrimit.

It's not about the shapes,

Nuk ka te beje me format,

it's how the shapes reflect light.

ka te beje me ate se si format e reflektojne driten.

Now that thing, light flickers across it as you move,

Tani kjo gje, drita shkelqen neper te perderisa ju levizni,

so it becomes a kinetic object,

keshtu qe behet nje objekt kinetik,

even though it's standing still --

edhe pse eshte duke qendruar pa levizur --

managed by how brilliantly that's done on the reflection.

menaxhuar prej asaj se sa ne menyre briliante eshte bere kjo ne reflektim.

This little relief on the footplate, by the way, to a rider

ky relief i vogel ne platforme, meqe ra fjala, per vozitesin

means there's something going on underneath it --

nenkupton se dicka eshte duke ndodhur nen te --

in this case, a drive chain running at 300 miles and hour probably,

ne kete rast, nje zinxhir qe leviz me shpejtesi 483 km ne ore ndoshta,

taking the power from the engine.

i cili e merr fuqine prej motorit.

I'm getting terribly excited

Une jam duke u ngazellyer tmerresisht shume

as my mind and my eyes flick across these things.

nderkohe qe mendja dhe syte e mi levizin pergjate ketyre gjerave.

Titanium lacquer on this.

Llak titani ne kete.

I can't tell you how wonderful this is.

Nuk mund t'ua tregoj se sa e mrekullueshme eshte kjo.

That's how you stop the nuts coming off at high speed on the wheel.

Keshtu parandalohen te cmendurit prej ardhjes me shpejtesi te madhe mbi rrota.

I'm really getting into this now.

Tani me te vertete jam duke u perfshire ketu.

And of course, a racing bike doesn't have a prop stand,

Dhe sigurisht, nje biciklete garash nuk e ka pjesen qe e mban ne vend kur nuk eshte ne levizje,

but this one, because it's a road bike,

por kjo, per shkak se eshte nje biciklete e rruges,

it all goes away and it folds into this little gap.

ajo largohet dhe paloset ne kete hapesiren e vogel.

So it disappears.

Pra zhduket.

And then I can't tell you how hard it is to do that radiator, which is curved.

Dhe pastaj nuk mund t'ju tregoj se sa e veshtire eshte te behet ky radiator, e cili eshte i lakuar.

Why would you do that?

Pse do ta beje kete?

Because I know we need to bring the wheel farther into the aerodynamics.

Sepse e di se duhet ta cojme rroten me larg ne aerodinamike.

So it's more expensive, but it's wonderful.

Keshtu qe eshte me e shtrenjte, por eshte e mrekullueshme.

And to cap it all,

Dhe per t;i vene kapakun te gjithave,

brand royalty --

marke mbreterore --

Agusta, Count Agusta,

Agusta, Count Agusta,

from the great histories of this stuff.

prej historive te medha te kesaj gjeje.

The bit that you can't see is the genius that created this.

Pjeseza qe ju nuk mund ta shihni eshte gjeniu qe e krijoi kete.

Massimo Tamburini.

Massimo Tamburini.

They call him "The Plumber" in Italy,

Ate e therrasin "Hidrauliku" ne Itali,

as well as "Maestro,"

dhe gjithashtu "Mjeshter,"

because he actually is engineer

sepse ai ne te vertete eshte inxhinier

and craftsman and sculptor at the same time.

dhe zanatci e skulptor ne te njejten kohe.

There's so little compromise on this, you can't see it.

Ka aq pak kompromis ne kete, ju nuk mund ta shihni.

But unfortunately, the likes of me and people that are like me

Por fatkeqesisht, njerezit si une dhe ata qe me ngjajne,

have to deal with compromise all the time with beauty.

duhet tere kohen te merren me kompromise me bukurine.

We have to deal with it.

Na duhet te merremi me te.

So I have to work with a supply chain, and I've got to work with the technologies,

Keshtu qe me duhet te punoj me nje zingjirin e furnizimit, dhe me duhet te punoj me teknologjite,

and I've got to work with everything else all the time,

dhe me duhet te punoj me cdo gje tjeter tere kohen,

and so compromises start to fit into it.

dhe keshtu, kompromiset fillojne te hyjne aty.

And so look at her.

Dhe keshtu, shikojeni ate.

I've had to make a bit of a compromise there.

Me eshte dashur te bej nje kompromis te vogel aty.

I've had to move that part across, but only a millimeter.

Me eshte dashur ta leviz ate pjese pertej, por vetem per nje milimeter.

No one's noticed, have they yet?

Askush nuk e ka verejtur ende, apo jo?

Did you see what I did?

A e pate se cfare bera?

I moved three things by a millimeter.

Leviza tri gjera per nje milimeter.

Pretty? Yes.

Kendshem? Po.

Beautiful? Maybe lesser.

Bukur? Ndoshta me pak.

But then, of course, the consumer says that doesn't really matter.

Por pastaj, sigurisht, konsumatori thote se kjo nuk ka vertete rendesi.

So that's okay, isn't it?

Pra kjo eshte ne rregull, apo jo?

Another millimeter?

Edhe nje milimeter?

No one's going to notice those split lines and changes.

Askush nuk do t'i vereje ato vija te shkeputura dhe ndryshimet.

It's that easy to lose beauty,

Eshte kaq e lehte te humbet bukuria,

because beauty's incredibly difficult to do.

sepse bukuria eshte jashtezakonisht e veshtire per t'u bere.

And only a few people can do it.

Dhe vetem disa njerez mund ta bejne ate.

And a focus group cannot do it.

Dhe nje fokus grup nuk mund ta beje ate.

And a team rarely can do it.

Dhe nje ekip rralle here mundet.

It takes a central cortex, if you like,

Duhet nje kore qendrore, po te doni,

to be able to orchestrate all those elements at the same time.

per te qene ne gjendje te orkestroje te gjitha ato elemente ne te njejten kohe.

This is a beautiful water bottle --

Kjo eshte nje shishe e bukur uji --

some of you know of it --

disa prej jush e njohin --

done by Ross Lovegrove, the designer.

e bere prej Ross Lovegrove, dizejnatori.

This is pretty close to intrinsic beauty. This one,

Kjo eshte mjaft afer bukurise se brendshme. Kjo,

as long as you know what water is like

perderisa e dini se si eshte uji

then you can experience this.

pastaj mund ta perjetoni kete.

It's lovely because it is an embodiment

Eshte e kendshme sepse eshte formesim

of something refreshing and delicious.

i dickaje te fresket dhe te shijshme.

I might like it more than you like it,

Mua mund te me pelqeje me shume se sa juve,

because I know how bloody hard it is to do it.

sepse une e di se sa e veshtire eshte te behet.

It's stupefyingly difficult

Eshte marrezisht e veshtire

to make something that refracts light like that,

te behet dicka qe e then driten ashtu,

that comes out of the tool correctly,

qe del prej mjetit ne menyre te sakte,

that goes down the line without falling over.

qe shkon poshte pa u rrezuar.

Underneath this, like the story of the swan,

Nen kete, si tregimi i mjellmes,

is a million things very difficult to do.

jane nje milion gjera shume te veshtira per t'u bere.

So all hail to that.

Pra gjithe levdatat per kete.

It's a fantastic example, a simple object.

Eshte nje shembull fantastik, nje objekt i thjeshte.

And the one I showed you before was, of course, a massively complex one.

Dhe ai te cilin ua tregova me pare ishte, sigurisht, nje shume kompleks.

And they're working in beauty

Dhe ata punojne ne bukuri,

in slightly different ways because of it.

ne menyra pak te ndryshme per shkak te kesaj.

You all, I guess, like me,

Te gjithe juve, ma merr mendja, si mua,

enjoy watching a ballet dancer dance.

u pelqen te shikoni nje balerine te vallezoje.

And part of the joy of it is, you know the difficulty.

Dhe pjese e kenaqesise eshte, e dini, veshtiresia.

You also may be taking into account the fact that it's incredibly painful.

Ju gjithashtu mund te merrni parasysh faktin se eshte jashtezakoisht e dhimbshme.

Anybody seen a ballet dancer's toes

A i ka pare ndokush gishtat e nje balerine

when they come out of the points?

kur i nxjerrin prej kepuceve?

While she's doing these graceful arabesques and plies and what have you,

Nderkohe qe ajo i ben keto arabeska e perkulje te hijshme e cka jo,

something horrible's going on down here.

dicka e tmerrrshme eshte duke ndodhur ketu poshte.

The comprehension of it

Te kuptuarit e kesaj

leads us to a greater and heightened sense

na con ne drejt nje brendesimi me te madh dhe me te larte

of the beauty of what's actually going on.

te bukurise se asaj qe eshte duke ndodhur.

Now I'm using microseconds wrongly here,

Tani une jam duke i perdorur mikrosekondat gabimisht ketu,

so please ignore me.

keshtu qe ju lutem me injoroni.

But what I have to do now, feeling again,

Por ajo qe duhet te bej tani, te ndjej serish,

what I've got to do is to be able to supply enough of these enzymes,

ajo qe duhet te bej eshte te jem ne gjendje te furnizoj mjaft prej ketyre enzimeve,

of these triggers into something early on in the process,

te ketyre shkrepjeve ne dicka te hershme ne proces,

that you pick it up,

qe ju ta kapni,

not through your thinking, but through your feeling.

jo permes te menduarit tuaj, por permes te ndjerit.

So we're going to have a little experiment.

Keshtu qe do ta bejme nje eksperiment te vogel.

Right, are you ready? I'm going to show you something for a very, very brief moment.

Do t'ju tregoj dicka per nje moment shume, shume te shkurter.

Are you ready? Okay.

A jeni gati? Ne rregull.

Did you think that was a bicycle when I showed it to you at the first flash?

A menduat se ajo ishte nje biciklete kur ua tregova ne momentin e pare?

It's not.

Nuk eshte.

Tell me something, did you think it was quick when you first saw it? Yes you did.

Me tregoni dicka, a menduat se eshte e shpejte kur e pate per here te pare? Po menduat.

Did you think it was modern? Yes you did.

A menduat se eshte moderne? Po menduat.

That blip, that information, shot into you before that.

Ajo shkrepje, ai informcion, ju ka goditur para saj.

And because your brain starter motor began there,

Dhe per shkak se motori i nisjes se trurit tuaj filloi aty,

now it's got to deal with it.

tani duhet te merret me te.

And the great thing is, this motorcycle has been styled this way

Dhe gjeja e mrekullueshme eshte se kjo motociklete eshte dizajnuar ne kete menyre

specifically to engender a sense

specifike per te shkaktuar ndjenjen

that it's green technology and it's good for you

se eshte teknologji e gjelber dhe eshte e mire per ju

and it's light and it's all part of the future.

dhe eshte e lehte dhe eshte e gjitha pjese e se ardhmes.

So is that wrong?

Pra a eshte kjo gabim?

Well in this case it isn't,

Epo, ne kete rast nuk eshte.

because it's a very, very ecologically-sound piece of technology.

sepse eshte nje pjese teknologjike shume, shume e arsyeshme ekologjikisht.

But you're a slave of that first flash.

Por ju jeni rob ne ate shkrepje te pare.

We are slaves to the first few fractions of a second --

Ne jemi rober te disa pjesezave te para te nje sekondi --

and that's where much of my work

dhe kjo eshte ku puna ime

has to win or lose,

mund te humbe ose te fitoje,

on a shelf in a shop.

ne nje raft te shitores.

It wins or loses at that point.

Fiton ose humbe ne ate pike.

You may see 50, 100, 200 things on a shelf

Ju mund te shihni 50,100, 200 gjera ne nje raft

as you walk down it,

nderkohe qe ecni pergjate tij,

but I have to work within that domain,

por une duhet te punoj ne ate fushe,

to ensure that it gets you there first.

per t'u siguruar qe t'ju nxe aty se pari.

And finally, the layer that I love, of knowledge.

Dhe ne fund, shtresa qe une e dua, e njohurise.

Some of you, I'm sure, will be familiar with this.

Disa prej jush, jam i sigurt, e kane te njohur kete.

What's incredible about this,

Cka eshte e pabesueshme lidhur me kete,

and the way I love to come back to it,

dhe menyra qe mua me pelqen te kthehem tek ajo,

is this is taking something that you hate or bores you,

eshte se kjo merr dicka qe ju e urreni ose ju merzite,

folding clothes,

palosja e rrobave,

and if you can actually do this --

dhe nese ju mund ta beni kete --

who can actually do this? Anybody try to do this?

kush mund ta beje kete? Ka provuar ndokush ta beje kete?

Yeah?

Po

It's fantastic, isn't it?

Eshte fantastike, apo jo?

Look at that. Do you want to see it again?

Shikojeni kete. Deshironi ta shihni serish?

No time. It says I have two minutes left, so we can't do this.

Nuk ka kohe. Thote se me kane mbetur dy minuta, keshtu qe nuk mund ta bejme kete.

But just go to the Web, YouTube,

Por vec shkoni ne Web, YouTube,

pull it down, "folding T-shirt."

kerkoni, "folding T-shirt." (Palosja e fanelles)

That's how underpaid younger-aged people have to fold your T-shirt.

Ja si te rinjte e nen-paguar duhet te palosin fanellat tuaja.

You didn't maybe know it.

Ndoshta nuk e dinit.

But how do you feel about it?

Por si ndjeheni lidhur me te?

It feels fantastic when you do it, you look forward to doing it,

Ju duket fantastike kur ju e beni ate, mezi prisni ta beni,

and when you tell somebody else about it -- like you probably have --

dhe kur i tregoni dikujt tjeter per ate -- cka me gjase e keni bere --

you look really smart.

ju dukeni vertete i zgjuar.

The knowledge bubble that sits around the outside,

Flluska e njohurise qe qendron perreth se jashtmes,

the stuff that costs nothing,

ajo gje nuk kushton asgje.

because that knowledge is free --

sepse ajo njohuri eshte falas --

bundle that together and where do we come out?

grumbullojeni ate dhe ku dalim?

Form follows function?

Forma e ndjek funksionin?

Only sometimes. Only sometimes.

Vetem ndonjehere. Vetem ndonjehere.

Form is function. Form is function.

Forma eshte funksion. Forma eshte funksion.

It informs, it tells us,

Ajo na informon, na tregon,

it supplies us answers before we've even thought about it.

na furnizon me pergjigje para se te kemi menduar per te.

And so I've stopped using words like "form,"

Dhe keshtu une kam ndaluar se perdoruri fjale si "forme,"

and I've stopped using words like "function" as a designer.

dhe kam ndaluar se perdoruri fjale si "funksion' si dizajner.

What I try to pursue now

Ajo qe do te mundohem te ndjek tani

is the emotional functionality of things.

eshte funkisionaliteti emocional i gjerave.

Because if I can get that right,

Sepse nese mund t'ia qelloj kesaj,

I can make them wonderful, and I can make them repeatedly wonderful.

Une mund t'i bej ato te mrekullueshme, dhe mund t'i bej ato te mrekullueshme ne menyre te perseritshme.

And you know what those products and services are,

Dhe ju e dini se cilat jane ato produkte dhe sherbime,

because you own some of them.

sepse posedoni disa prej tyre.

They're the things that you'd snatch if the house was on fire.

Ato jane gjerat qe do te rrembenit nese shtepia do te digjej.

Forming the emotional bond

Krijimi i lidhjes emocionale

between this thing and you

mes kesaj gjeje dhe jush

is an electrochemical party trick

eshte nje truk i festes elektrokimike

that happens before you even think about it.

qe ndodh para se ju te mendoni per te.

Thank you very much.

Ju falemnderit.

(Applause)

Duartrokitje