John Hodgman: Design, explained.

Translator: Katheryn McGaffigan Reviewer: Jenny Zurawell

Prevodilac: Mile Živković Lektor: Vesna Savić

Today I'm going to unpack for you

Danas ću vam predstaviti

three examples of iconic design,

tri primera kultnog dizajna,

and it makes perfect sense

i ima savršenog smisla

that I should be the one to do it

da to ja uradim

because I have a Bachelor's degree in Literature.

zato što sam diplomirao književnost.

(Laughter)

(Smeh)

But I'm also a famous

Takođe sam i poznata

minor television personality

manja televizijska ličnost

and an avid collector of

i strastveni kolekcionar

Design Within Reach catalogs,

kataloga "Design Within Reach",

so I pretty much know

tako da poprilično dobro znam

everything there is.

sve što treba da se zna.

Now, I'm sure you

Siguran sam da

recognize this object;

prepoznajete ovu zgradu,

many of you probably saw it

mnogi od vas su je verovatno videli

as you were landing your private zeppelins

kada ste prizemljavali svoje privatne cepeline

at Los Angeles International Airport

na Međunarodnom aerodromu u Los Anđelesu

over the past couple of days.

tokom poslednjih par dana.

This is known as the Theme Building;

Poznata je kao "Tematska zgrada";

that is its name for reasons

tako se naziva s razlozima

that are still very murky.

koji su još uvek veoma nejasni.

And it is perhaps

Verovatno je

the best example we have in Los Angeles

u Los Anđelesu najbolji primer

of ancient extraterrestrial architecture.

drevne vanzemaljske arhitekture.

It was first excavated in 1961

Prvi put je otkopana 1961. godine

as they were building LAX,

dok su gradili Međunarodni aerodrom u Los Anđelesu,

although scientists believe that

međutim naučnici veruju

it dates back to the year 2000

da potiče iz 2000. godine

Before Common Era,

pre opšte ere,

when it was used as

kada su je koristili,

a busy transdimensional space port

kao prometnu transdimenzionalnu svemirsku luku,

by the ancient astronauts

drevni astronauti

who first colonized this planet

koji su prvi naselili ovu planetu

and raised our species

i podigli našu vrstu

from savagery by giving us

iz divljaštva tako što su nam dali

the gift of written language

dar pisanog jezika,

and technology and

tehnologiju

the gift of revolving restaurants.

i dar restorana koji se okreće.

It is thought to have been

Veruje se da je to bila

a replacement for the older space ports

zamena za starije svemirske luke,

located, of course, at Stonehenge

koje su se nalazile, naravno, kod Stounhendža

and considered to be

i smatrala se

quite an improvement

popriličnim napretkom

due to the uncluttered design,

zbog preglednog dizajna,

the lack of druids hanging around all the time

manjka druida koji su džabalebarili sve vreme

and obviously, the much better

i očigledno, zbog mnogo boljeg

access to parking.

pristupa parkingu.

When it was uncovered,

Kada je otkrivena,

it ushered in a new era

najavila je novu eru

of streamlined, archaically futuristic design

unapređenog, arhaično futurističkog dizajna

called Googie,

zvanog Gugi,

which came to be synonymous with

koji je greškom postao sinonim

the Jet Age, a misnomer.

za eru mlaznjaka.

After all, the ancient astronauts who used it

Naposletku, drevni astronauti koji su ga koristili

did not travel by jet very often,

nisu putovali mlaznjacima veoma često,

preferring instead to travel by feathered serpent

više su voleli da putuju pernatim zmijama

powered by crystal skulls.

koje se napajaju kristalnim lobanjama.

(Applause)

(Aplauz)

(Music)

(Muzika)

Ah yes, a table.

Ah da, sto.

We use these every day.

Koristimo ih svaki dan.

And on top of it,

A na njemu,

the juicy salif.

sočni salif.

This is a design by Philippe Starck,

Ovo je dizajn Filipa Starka,

who I believe is in the audience at this very moment.

koji je, verujem, u publici ovog trenutka.

And you can tell it is a Starck design

Vidi se da je ovo dizajn Starka

by its precision, its playfulness,

po njegovoj preciznosti, razigranosti

its innovation and

inovaciji

its promise of imminent violence.

i nagoveštavanju neposrednog nasilja.

(Laughter)

(Smeh)

It is a design that challenges your intuition --

To je dizajn koji izaziva vašu intuiciju -

it is not what you think it is when you first see it.

nije ono što mislite da jeste na prvi pogled.

It is not a fork designed

Nije viljuška dizajnirana

to grab three hors d'oeuvres at a time,

da zgrabi tri predjela odjednom,

which would be useful out in the lobby,

što bi bilo korisno u predvorju,

I would say.

rekao bih.

And despite its obvious

Uprkos očiglednom

influence by the ancient astronauts

uticaju drevnih astronauta

and its space agey-ness and tripodism,

i tronožnom izgledu iz svemirskog doba,

it is not something

nije dizajnirano

designed to attach to your brain

kao nešto što bi vam se nakačilo na mozak

and suck out your thoughts.

i posisalo misli.

It is in fact a citrus juicer

Zapravo je sokovnik za voće,

and when I say that,

i kada to kažem,

you never see it as anything else again.

nikad više ga nećete videti kao nešto drugo.

It is also not a monument to design,

Takođe nije spomenik dizajnu,

it is a monument to design's utility.

spomenik je korisnosti dizajna.

You can take it home with you,

Možete ga odneti kući,

unlike the Theme Building,

za razliku od "Tematske zgrade",

which will stay where it is forever.

koja će zauvek ostati gde jeste.

This is affordable

Ovo je dostupno

and can come home with you

i može da ode kući sa vama

and, as such, it can sit

i kao takvo može da stoji

on your kitchen counter --

na vašem kuhinjskom pultu -

it can't go in your drawers;

ne može da vam stane u fioke.

trust me, I found that out the hard way --

Verujte mi, saznao sam to na teži način -

and make your kitchen counter into

i može da vam pretvori kuhinjski pult

a monument to design.

u spomenik dizajnu.

One other thing about it,

Ima samo jedna stvar,

if you do have one at home,

ako imate jedan ovakav kod kuće,

let me tell you one of the features you may not know:

dozvolite da vam kažem za jednu opciju koju možda niste znali.

when you fall asleep,

Kada zaspite,

it comes alive

ovaj aparat oživi

and it walks around your house

i šeta vašom kućom,

and goes through your mail

gleda vašu poštu

and watches you as you sleep.

i posmatra vas dok spavate.

(Applause)

(Aplauz)

Okay, what is this object?

U redu, šta je ovo?

I have no idea. I don't know what that thing is.

Nemam pojma. Ne znam šta je to.

It looks terrible. Is it a little hot plate?

Izgleda užasno. Da li je to maleni rešo?

I don't get it.

Ne razumem.

Does anyone know? Chi?

Da li neko zna? Či?

It's an ... iPhone. iPhone.

To je... Ajfon. Ajfon.

Oh yes, that's right, I remember those;

A da, tako je, sećam se toga,

I had my whole bathroom tiles

u dobra, stara vremena, njima sam

redone with those back in the good old days.

popločao celo kupatilo.

No, I have an iPhone. Of course I do.

Ne, imam ajfon. Naravno da ga imam.

Here is my well-loved iPhone.

Evo ga moj ljubljeni ajfon.

I do so many things on this little device.

Radim toliko stvari na ovom malenom uređaju.

I like to read books on it.

Volim da sa njega čitam knjige.

More than that, I like to buy books on it

Štaviše, volim da preko njega kupujem knjige

that I never have to feel guilty about not reading

za koje se nikad ne osećam loše jer ih nisam pročitao

because they go in here and I never look at them again

jer se nalaze ovde i nikad ne moram ponovo da ih vidim

and it's perfect.

i to je savršeno.

I use it every day to

Svakog dana ga koristim

measure the weight of an ox,

da izmerim koliko je težak vo,

for example.

na primer.

Every now and then,

Priznajem da na njemu ponekad

I admit that I complete

obavim i neki

a phone call on it occasionally.

telefonski razgovor.

And yet I forget about it all the time.

A ipak stalno zaboravljam na njega.

This is a design

Ovo je dizajn koji,

that once you saw it,

kada ga jednom vidite,

you forgot about it.

zaboravite na njega.

It is easy to forget the gasp-inducement

Lako je zaboraviti uzdahe

that occurred in 2007 when you first

koji su se javili 2007. kada ste prvi put

touched this thing because it became

dotakli ovu stvar jer je tako brzo

so quickly pervasive

postala rasprostranjena

and because of how instantly

i zato što smo tako brzo

we adopted these gestures

usvojili ove gestove

and made it an extension of our life.

i učinili ga produžetkom svog života.

Unlike the Theme Building,

Za razliku od "Tematske zgrade",

this is not alien technology.

ovo nije vanzemaljska tehnologija.

Or I should say,

Ili je bolje da kažem,

what it did was it took technology

ova stvar je uzela tehnologiju

which, unlike people in this room,

koja je za većinu drugih ljudi na svetu

to many other people in the world,

još uvek vanzemaljska,

still feels very alien,

za razliku od ljudi u ovoj prostoriji,

and made it immediately and instantly feel

i načinila je takvom da odmah imate osećaj

familiar and intimate.

intimnosti i poznatosti.

And unlike the juicy salif,

I za razliku od sočnog salifa,

it does not threaten

ne postoji pretnja

to attach itself to your brain,

da će se zakačiti za vaš mozak,

rather, it simply

zapravo, on se samo

attaches itself to your brain.

kači na vaš mozak.

(Laughter)

(Smeh)

And you didn't even notice it happened.

A niste ni primetili da se to desilo.

So there you go. My name is John Hodgman.

Eto ga. Zovem se Džon Hodžman.

I just explained design.

Upravo sam objasnio dizajn.

Thank you very much.

Hvala vam mnogo.

(Applause)

(Aplauz)