Stefan Sagmeister: Designing with slogans

Prevodilac: Natasa Golosin Lektor: Ana Zivanovic-Nenadovic

I was here about four years ago,

Bio sam ovde pre oko četiri godine,

talking about the relationship of design and happiness.

pričao sam o vezi između dizajna i sreće.

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

Na samom kraju, pokazao sam listu pod tim nazivom.

I learned very few things in addition since

Od onda sam naučio još vrlo malo stvari --

(Laughter) --

(Smeh)

but made a whole number of them into projects since.

ali sam mnogo toga pretvorio u projekte.

These are inflatable monkeys in every city in Scotland:

Ovo su majmuni na naduvavanje u svakom gradu u Škotskoj --

"Everybody always thinks they are right."

"Svi uvek misle da su u pravu."

They were combined in the media.

Kombinovani su u medijima.

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

"Droge su zabavne na početku, ali kasnije postanu teret."

We're doing changing media.

Promenićemo medije.

This is a projection that can see the viewer

Ova projekcija može videti osobu

as the viewer walks by.

dok prolazi pored.

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

Ne možete se suzdržati da ne pokidate ovu paukovu mrežu.

All of these things are pieces of graphic design.

Sve su ovo proizvodi grafičkog dizajna.

We do them for our clients.

Radimo to za naše mušterije.

They are commissioned.

Naručeni su.

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

Nikada ne bih imao novac da platim za instalaciju

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

niti za propagandu ili proizvodnju istih.

so there's always a client attached to them.

Tako da je uvek iza njih mušterija.

These are 65,000 coat hangers in a street

Ovo je 65.000 vešalica u jednoj ulici

that's lined with fashion stores.

prepunih odeće.

"Worrying solves nothing."

"Nerviranjem se ništa ne rešava"

"Money does not make me happy"

"Novac me ne čini srećnim"

appeared first as double-page spreads in a magazine.

pojavilo se kao duplerica u časopisu.

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

Štampač je izgubio fajl, nismo znali.

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

Kada sam dobio pretplatu na magazin,

it was 12 following pages.

bio je na 12 stranica za redom.

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

Pisalo je, "Novac me ne usrećuje."

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

Jedan moj prijatelj iz Austrije bio je vrlo tužan zbog mene

that he talked the largest casino owner in Linz

pa je ubedio vlasnika najvećeg kazina u Lincu

into letting us wrap his building.

da nam dozvoli da mu obmotamo zgradu.

So this is the big pedestrian zone in Linz.

Ovo je velika pešačka zona u Lincu

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

na kojoj piše samo "Novac". Ako pogledate u poprečne ulice,

it says, "does not make me happy."

vidite "me ne čini srećnim."

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

Prošle nedelje smo u Njujorku imali predstavu.

We steamed up the windows permanently,

Trajno smo zamaglili prozore

and every hour we had a different designer come in

i na svakih sat vremena je dolazio drugi dizajner

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

i pisao stvari koje je naučio na zamagljenom prozoru.

Everybody participated -- Milton Glaser,

Svi su učestvovali -- Milton Glaser,

Massimo Vignelli.

Masimo Vinjeli.

Singapore was quite in discussion.

Diskutovalo se o Singapuru.

This is a little spot that we filmed there

Ovo je kratki video koji smo tamo snimili

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

da ga pokažemo na velikim ekranima u Singapuru.

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

I naravno da me ovo dotiče

because all of these sentiments --

jer sva ova osećanja,

some banal, some a bit more profound --

neka banalna, neka dublja,

all originally had come out of my diary.

su prvobitno proizišla iz mog dnevnika.

And I do go often into the diary

Često pogledam u svoj dnevnik

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

i proverim da li sam hteo da nešto promenim.

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

Ako vidim da je to i dalje aktuelno,

I actually do something about it.

onda zapravo nešto i uradim povodom toga.

And the very last one is a billboard.

I poslednji je bilbord.

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

Ovo je naš krov u Njujorku, krov studija.

This is newsprint plus stencils that lie on the newsprint.

Ovo su novine i šabloni na njima.

We let that lie around in the sun.

Ostavimo to da stoji na suncu.

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

I kao što znate, novinski papir požuti dosta na suncu.

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

Posle nedelju dana, skinuli smo šablone

shipped the newsprints to Lisbon to a very sunny spot,

i poslali papir u Lisabon na veoma sunčano mesto.

so on day one the billboard said,

Jednog dana na plakatu je pisalo,

"Complaining is silly. Either act or forget."

"Smešno je žaliti se. Ili uradi nešto, ili zaboravi."

Three days later it faded, and a week later,

Tri dana kasnije je izbledelo, a nedelju dana kasnije

no more complaining anywhere.

niko se više nigde nije žalio.

(Laughter)

(Smeh)

Thank you so much.

Hvala vam mnogo.

(Applause)

(Aplauz)