Cradle to cradle design | William McDonough

Prevodilac: Jelena Vukovic Lektor: Ivana Korom

In 1962, with Rachel Carson's "Silent Spring,"

1962. godine, sa knjigom Rejčel Karson, pod nazivom "Tiho proleće",

I think for people like me in the world of the making of things,

mislim da za ljude koji poput mene, u svetu pravljenja stvari,

the canary in the mine wasn't singing.

kanarinac u rudniku nije pevao.

And so the question that we might not have birds

Tako da je činjenica da možda nećemo imati ptice

became kind of fundamental to those of us wandering around

postala na neki način osnovno za nas koji smo lutali unaokolo

looking for the meadowlarks that seemed to have all disappeared.

tražeći livadsku ševu za koju se činilo da je izumrla.

And the question was, were the birds singing?

A pitanje je bilo, da li su ptice pevale?

Now, I'm not a scientist, that'll be really clear.

Ja nisam naučnik, to će biti veoma jasno.

But, you know, we've just come from this discussion of what a bird might be.

No, malopre smo diskutovali o tome šta bi to mogla biti ptica.

What is a bird?

Šta je ptica?

Well, in my world, this is a rubber duck.

Pa, u mom svetu, ovo je gumena patka.

It comes in California with a warning --

Dolazi iz Kalifornije sa upozorenjem -

"This product contains chemicals known by the State of California

”Ovaj proizvod sadrži hemikalije za koje je u Kaliforniji poznato

to cause cancer and birth defects or other reproductive harm."

da izazivaju rak i urođene mane ili druga oštećenja povezana sa reprodukcijom.

This is a bird.

Ovo je ptica.

What kind of culture would produce a product of this kind

Kakva bi to kultura napravila ovakav proizvod

and then label it and sell it to children?

i zatim ga označila i prodavala deci?

I think we have a design problem.

Mislim da imamo problem sa dizajnom.

Someone heard the six hours of talk that I gave

Neko je slušao moj šestočasovni govor

called "The Monticello Dialogues" on NPR, and sent me this as a thank you note --

pod nazivom ”Montičelovi dijalozi" na radiju i poslao mi sledeću zahvalnicu:

"We realize that design is a signal of intention,

”Shvatamo da je dizajn znak namere,

but it also has to occur within a world,

ali on mora i da se dogodi u svetu,

and we have to understand that world in order to

a mi moramo da razumemo taj svet da bismo

imbue our designs with inherent intelligence,

naš dizajn mogli prožeti suštinskom inteligencijom,

and so as we look back at the basic state of affairs

i dok gledamo unazad na osnovnu situaciju u kojoj dizajniramo,

in which we design, we, in a way, need to go to the primordial condition

mi na neki način treba da se vratimo u praiskonske uslove

to understand the operating system and the frame conditions of a planet,

razumevanja operativnog sistema, i osnovnih uslova na planeti

and I think the exciting part of that is the good news that's there,

i ja smatram da je uzbudljiv deo toga dobra vest o tome šta je tamo,

because the news is the news of abundance,

jer je to u stvari vest o izobilju,

and not the news of limits,

a ne vest o ograničenjima,

and I think as our culture tortures itself now

i smatram da se naša kultura sada muči

with tyrannies and concerns over limits and fear,

tiranijama i brigama o ograničenjima i strahu,

we can add this other dimension of abundance that is coherent,

mi možemo dodati i ovu dimenziju izobilja koja je prožima,

driven by the sun, and start to imagine

vođena suncem, i početi da zamišljamo

what that would be like to share."

kako bi bilo kada bismo to podelili."

That was a nice thing to get.

Bilo je lepo primiti ovu poruku.

That was one sentence.

Ovo je sve bila jedna rečenica.

Henry James would be proud.

Henri Džejms bi bio ponosan.

This is -- I put it down at the bottom,

Postavio sam je na dno stranice,

but that was extemporaneous, obviously.

ali je ovo bilo očigledno sponatno izrečeno.

The fundamental issue is that, for me,

Za mene je osnovna stvar

design is the first signal of human intentions.

to da je dizajn prvi znak ljudske namere.

So what are our intentions, and what would our intentions be --

Dakle, koje su naše namere, i šta bi bile naše namere -

if we wake up in the morning, we have designs on the world --

da se probudimo ujutro, imajući dizajn za svet -

well, what would our intention be as a species

dakle, koja bi naša namera, kao vrste, bila

now that we're the dominant species?

sada kada smo mi dominantna vrsta?

And it's not just stewardship and dominion debate,

Ovo nije samo diskusija o upravljanju i vlasti,

because really, dominion is implicit in stewardship --

jer je vlast obuhvaćena upravljanjem -

because how could you dominate something you had killed?

jer kako vladati nečim što ste ubili?

And stewardship's implicit in dominion,

A upravljanje je obuhvaćeno vladavinom,

because you can't be steward of something if you can't dominate it.

jer ne možete upravljati nečim čime ne vladate.

So the question is, what is the first question for designers?

Dakle, pitanje je, šta je prvo pitanje za dizajnera?

Now, as guardians -- let's say the state, for example,

Kao zaštitnici - recimo da, na primer, država

which reserves the right to kill, the right to be duplicitous and so on --

koja zadržava pravo da ubije, pravo da bude dvolična i tako dalje -

the question we're asking the guardian at this point is

pitanje koje u ovom trenutku postavljamo zaštitnicima

are we meant, how are we meant,

jeste da li bi i kako bi trebalo da obezbedimo lokalne zajednice,

to secure local societies, create world peace

stvorimo mir u svetu i sačuvamo okruženje?

and save the environment?

But I don't know that that's the common debate.

Ali ne znam da li je ovo uobičajena diskusija.

Commerce, on the other hand, is relatively quick,

S druge strane, trgovina je relativno brza,

suštinski kreativna, krajnje efektna i efikasna

essentially creative, highly effective and efficient,

and fundamentally honest, because we can't exchange

i u osnovi poštena jer ne bismo mogli razmenjivati

value for very long if we don't trust each other.

dobra tako dugo kada ne bismo verovali jedni drugom.

Zato koristimo instrumente trgovine prvenstveno za naš rad,

So we use the tools of commerce primarily for our work,

but the question we bring to it is,

ali je pitanje koje postavljamo:

how do we love all the children of all species for all time?

"Kako da sve vreme volimo svu decu svih vrsta?"

And so we start our designs with that question.

I tim pitanjem počinjemo svoj rad na dizajniranju.

Because what we realize today is that modern culture

Jer smo shvatili da je današnja moderna kultura

appears to have adopted a strategy of tragedy.

izgleda usvojila strategiju tragedije.

If we come here and say, "Well, I didn't intend

Da smo došli i rekli: "Pa, nisam nameravao

to cause global warming on the way here,"

da usput prouzrokujem globalno zagrevanje."

and we say, "That's not part of my plan,"

i kažemo da to nije deo našeg plana,

then we realize it's part of our de facto plan.

shvatamo da ovo zapravo jeste deo našeg plana.

Because it's the thing that's happening because we have no other plan.

Jer se ovo dešava zato što nemamo nikakav drugi plan.

And I was at the White House for President Bush,

Bio sam u Beloj kući zbog predsednika Buša,

meeting with every federal department and agency,

sastajao se sa svakom federalnom službom i agencijom,

and I pointed out that they appear to have no plan.

i ukazao sam na to da izgleda da nemaju plan.

If the end game is global warming, they're doing great.

Ako je cilj globalno zagrevanje, odlično im ide.

If the end game is mercury toxification of our children

Ako je cilj trovanje naše dece živom,

downwind of coal fire plants as they scuttled the Clean Air Act,

dimom naših elektrana na ugalj, dok Akt o čistom vazduhu propada,

then I see that our education programs should be explicitly defined as,

onda vidim da bi naši obrazovni programi trebalo da se jasno definišu:

"Brain death for all children. No child left behind."

"Smrt mozga sve dece. Nijedno dete ne ostaviti za sobom."

(Applause)

(Aplauz)

So, the question is, how many federal officials

Dakle, pitanje je koliko federalnih službi

are ready to move to Ohio and Pennsylvania with their families?

je spremno da se sa porodicama preseli u Ohajo i Pensilvaniju.

So if you don't have an endgame of something delightful,

Ako vam krajnji cilj nije nešto divno,

onda samo pomerate šahovske figure unaokolo,

then you're just moving chess pieces around,

if you don't know you're taking the king.

ni ne znajući da uzimate kralja.

So perhaps we could develop a strategy of change,

Možda bismo mogli napraviti strategiju promene

which requires humility. And in my business as an architect,

koja zahteva poniznost. A u mom poslu arhitekte,

it's unfortunate the word "humility" and the word "architect"

nažalost reč "poniznost" i reč "arhitekta"

have not appeared in the same paragraph since "The Fountainhead."

se ne pojavljuju u istom pasusu još od knjige "Vrelo" Ejn Rajd.

So if anybody here has trouble with the concept of design humility,

I ako niko ne veruje u koncept poniznog dizajna,

reflect on this -- it took us 5,000 years

razmislite o sledećem - bilo nam je potrebno 5.000 godina

to put wheels on our luggage.

da na svoj prtljag postavimo točkove.

So, as Kevin Kelly pointed out, there is no endgame.

I kao što je Kevin Keli napomenuo. ne postoji cilj igre.

There is an infinite game, and we're playing in that infinite game.

Postoji beskonačna igra u kojoj svi mi učestvujemo.

And so we call it "cradle to cradle,"

I zovemo je "od kolevke do kolevke",

and our goal is very simple.

i naš cilj je sasvim jednostavan. To sam prezentovao Beloj kući.

This is what I presented to the White House.

Our goal is a delightfully diverse, safe, healthy and just world,

Naš cilj je divno raznovrstan, bezbedan, zdrav i pravičan svet,

with clean air, clean water, soil and power --

sa čistim vazduhom, čistom vodom, zemljom i energijom -

economically, equitably, ecologically and elegantly enjoyed, period.

u kome se ekonomski, ravnopravno, ekološki i elegantno uživa, tačka.

(Applause)

(Aplauz)

What don't you like about this?

Šta vam se ovde ne sviđa?

Which part of this don't you like?

Koji deo ovoga vam se ne sviđa?

So we realized we want full diversity,

Shvatili smo da želimo potpunu raznovrsnost,

even though it can be difficult to remember what De Gaulle said

iako bi moglo biti teško zapamtiti reči De Gola

when asked what it was like to be President of France.

o tome kako je to biti predsednik Francuske.

He said, "What do you think it's like trying to run a country with 400 kinds of cheese?"

Rekao je: "Šta mislite kako je pokušavati voditi državu sa 400 vrsta sira?"

But at the same time, we realize that our products are not safe and healthy.

Ali, istovremeno shvatamo da naši proizvodi nisu bezbedni i zdravi.

So we've designed products

Dizajnirali smo proizvode

and we analyzed chemicals down to the parts per million.

i analizirali hemikalije do milionitog dela.

This is a baby blanket by Pendleton that will give your child nutrition

Ovo je Pendeltonovo ćebe za bebe koje će dete održati zdravim,

instead of Alzheimer's later in life.

a ne izazvati Alchajmera kasnije u životu.

We can ask ourselves, what is justice,

Možemo se zapitati šta je pravda,

and is justice blind, or is justice blindness?

i da li je ona slepa, ili je slepilo pravedno?

And at what point did that uniform turn from white to black?

I tačno kada je ta uniforma umesto bele postala crna?

Water has been declared a human right by the United Nations.

Ujedinjene nacije su proglasile da je voda ljudsko pravo.

Kvalitet vazduha je očigledna stvar svakom ko diše.

Air quality is an obvious thing to anyone who breathes.

Is there anybody here who doesn't breathe?

Da li je ovde ima nekoga ko ne diše?

Clean soil is a critical problem -- the nitrification, the dead zones

Čista zemlja je kritičan problem - zasićenost nitratima,

in the Gulf of Mexico.

mrtve zone u Meksičkom zalivu.

A fundamental issue that's not being addressed.

To je osnovni problem koji se ne spominje.

We've seen the first form of solar energy

Videli smo prvi oblik solarne energije

that's beat the hegemony of fossil fuels in the form of wind

koja je pobedila hegemoniju fosilnih goriva u vidu vetra

here in the Great Plains, and so that hegemony is leaving.

ovde u Grejt Plejs regionu, i ta hegemonija nestaje.

And if we remember Sheikh Yamani when he formed OPEC,

I ako se setimo šeika Jamanija prilikom formiranja OPEC-a,

they asked him, "When will we see the end of the age of oil?"

pitali su ga: "Kada ćemo videti kraj ere nafte?"

I don't know if you remember his answer, but it was,

Ne znam da li se sećate njegovog odgovora:

"The Stone Age didn't end because we ran out of stones."

"Kameno doba nije prestalo zbog toga što je nestalo kamenja."

We see that companies acting ethically in this world

Vidimo da se preduzeća ponašaju etički prema ovom svetu

i nadmašuju one koje to ne čine.

are outperforming those that don't.

We see the flows of materials in a rather terrifying prospect.

Vidimo tokove materijala u prilično zastrašujućim izgledima.

This is a hospital monitor from Los Angeles, sent to China.

Ovo je ekran koji je iz bolnice u Los Anđelesu poslat u Kinu.

This woman will expose herself to toxic phosphorous,

Ova žena će se izložiti toksičnom fosforu,

release four pounds of toxic lead into her childrens' environment,

u okruženje svoje dece će pustiti dva kilograma otrovnog olova,

which is from copper.

što potiče od bakra.

On the other hand, we see great signs of hope.

S druge strane, vidimo velike znake nade.

Here's Dr. Venkataswamy in India, who's figured out

Ovo je dr. Venkatasvami u Indiji, koji je shvatio

how to do mass-produced health.

kako da masovno proizvodi zdravlje.

He has given eyesight to two million people for free.

Dva miliona ljudi je od njega besplatno dobilo mogućnost vida.

We see in our material flows that car steels don't become car steel again

Analizom toka materijala vidimo da se metali kola ne koriste ponovo

because of the contaminants of the coatings --

jer im završni slojevi sadrže zagađivače -

bismuth, antimony, copper and so on.

bizmut, antimon, bakar itd. Postaju metal za građevinsku industriju.

They become building steel.

On the other hand, we're working with Berkshire Hathaway,

S druge strane, radimo sa firmama Berkshire Hathaway,

Warren Buffett and Shaw Carpet,

Warren Buffett i Shaw Carpet,

najvećim svetskim proizvožačem tepiha.

the largest carpet company in the world.

We've developed a carpet that is continuously recyclable,

Proizveli smo tepih koji se može konstantno reciklirati,

down to the parts per million.

sve do milionitog dela koji ga sačinjava.

The upper is Nylon 6 that can go back to caprolactam,

Iznad je Nylon 6 koji se može vratiti u jedinjenje kaprolaktam,

the bottom, a polyolephine -- infinitely recyclable thermoplastic.

ispod je poliolefin - termoplastika koja se beskonačno reciklira.

Now if I was a bird, the building on my left is a liability.

Da sam ptica, zgrada na mojoj levoj strani bi mi bila prepreka.

The building on my right, which is our corporate campus for The Gap

Zgrada desno, koja je naša centralna zgrada firme The Gap,

with an ancient meadow, is an asset -- its nesting grounds.

sa drevnom livadom, je raj sa prostorom za svijanje gnezda.

Here's where I come from. I grew up in Hong Kong,

Ja dolazim iz Hong Konga, gde sam odrastao,

with six million people in 40 square miles.

gde 6 miliona ljudi živi na 103 kvadratna km.

During the dry season, we had four hours of water every fourth day.

Tokom suve sezone, imali smo vodu svakog četvrtog dana, na četiri sata.

And the relationship to landscape was that of farmers who have been

A odnos prema okruženju je bio isti kao što ga poljoprivrednici

farming the same piece of ground for 40 centuries.

održavaju već 40 vekova, obrađujući istu zemlju.

Ne možete obrađivati isti komad zemlje 40 vekova,

You can't farm the same piece of ground for 40 centuries

without understanding nutrient flow.

a da ne razumete tok hranljivih materija.

My childhood summers were in the Puget Sound of Washington,

Tokom detinjstva, leta sam provodio u Padžet Saundu u Vašingtonu,

among the first growth and big growth.

među sadnicama i građom.

My grandfather had been a lumberjack in the Olympics,

Moj deda bi bio drvoseča na Olimpijadi,

so I have a lot of tree karma I am working off.

tako da treba da preradim mnogo loše karme u odnosu prema drveću.

I went to Yale for graduate school,

Studirao sam na Jejlu,

studied in a building of this style by Le Corbusier,

u zgradi koju je Le Korbizje izgradio u ovom stilu,

affectionately known in our business as Brutalism.

koji u mojoj profesiji od milja nazivamo Brutalizmom.

If we look at the world of architecture,

Ako pogledamo svet arhitekture,

we see with Mies' 1928 tower for Berlin,

vidimo Misov toranj za Berlin iz 1928. godine,

the question might be, "Well, where's the sun?"

a pitanje bi moglo biti: "A, gde je sunce?"

And this might have worked in Berlin, but we built it in Houston,

Ovo je moglo biti dobro za Berlin, ali je sagrađen u Hjustonu,

and the windows are all closed. And with most products

i svi prozori su zatvoreni. A sa većinom proizvoda

koji naizgled nisu dizajnirani za upotrebu unutra,

appearing not to have been designed for indoor use,

this is actually a vertical gas chamber.

ovo je u stvari vertikalna gasna komora.

When I went to Yale, we had the first energy crisis,

Kada sam bio na Jejlu, imali smo prvu energetsku krizu,

i kao student sam dizajnirao prvu kuću u Irskoj

and I was designing the first solar-heated house in Ireland

as a student, which I then built --

sa solarnim grejanjem, a zatim sam je sagradio -

which would give you a sense of my ambition.

što vam objašnjava moje ambicije.

And Richard Meier, who was one of my teachers,

A Rihard Mejer, jedan od mojih učitelja,

kept coming over to my desk to give me criticism,

dolazio je do mog stola da me kritikuje,

and he would say, "Bill, you've got to understand- --

rekao bi: "Bil, moraš razumeti -

solar energy has nothing to do with architecture."

solarna energija nema veze sa arhitekturom."

I guess he didn't read Vitruvius.

Izgleda da nije čitao Vitruvija.

In 1984, we did the first so-called "green office" in America

1984.godine, napravili smo prve takozvane "zelene kancelarije" u Americi

za fond Environmental Defence.

for Environmental Defense.

We started asking manufacturers what were in their materials.

Proizvođače smo počeli pitati o sastavu proizvoda.

Rekli su: "To je naše vlasništvo, legalno je, odlazite."

They said, "They're proprietary, they're legal, go away."

The only indoor quality work done in this country at that time

Jedinu proveru kvaliteta enterijera u zemlji tada

was sponsored by R.J. Reynolds Tobacco Company,

je sponzorisala firma R.J.Reynolds Tobacco,

and it was to prove there was no danger

da se dokaže da ne postoji opasnost

from secondhand smoke in the workplace.

od pasivnog pušenja na radnom mestu.

So, all of a sudden, here I am, graduating from high school in 1969,

I odjednom, evo me, završavam školovanje 1969.

and this happens, and we realize that "away" went away.

i dešava se da se "udaljeno" zaista udaljilo.

Remember we used to throw things away, and we'd point to away?

Sećate li se da smo bacali stvari, ukazujući na to da su bačene?

A Nacionalna služba za okeane i atmosferu je pokazala -

And yet, NOAA has now shown us, for example --

you see that little blue thing above Hawaii?

vidite onu plavu stvar iznad Havaja? To je pacifička struja.

That's the Pacific Gyre.

It was recently dragged for plankton by scientists,

Tamo su nedavno naučnici istraživali planktone

and they found six times as much plastic as plankton.

i našli su šest puta više plastike nego planktona.

When asked, they said, "It's kind of like a giant toilet that doesn't flush."

Kada su ih pitali o tome, rekli su: "To je kao ogroman toalet koji se ne ispira."

Možda je zaista tako.

Perhaps that's away.

So we're looking for the design rules of this --

Tražimo pravila dizajna ovoga -

this is the highest biodiversity of trees in the world, Irian Jaya,

ovo je najveći biodiverzitet drveća na svetu, Irijan Jaja,

259 species of tree, and we described this

sa 259 vrsta drveća, opisali smo ga u knjizi "Od kolevke do kolevke".

in the book, "Cradle to Cradle."

The book itself is a polymer. It is not a tree.

I sama knjiga je polimer. Ovo nije drvo.

That's the name of the first chapter -- "This Book is Not a Tree."

Ovo je i naziv prvog poglavlja "Ova knjiga nije drvo".

Because in poetics, as Margaret Atwood pointed out,

Zbog poetike, kako je Margaret Etvud naglasila,

"we write our history on the skin of fish

"svoju istoriju pišemo na koži ribe

with the blood of bears."

krvlju medveda."

A sa toliko polimera, ono što nam zapravo treba

And with so much polymer, what we really need

is technical nutrition, and to use something

je tehnički sastojak, a da bismo koristili nešto

as elegant as a tree -- imagine this design assignment:

tako elegantno kao drvo - zamislite ovaj dizajnerski zadatak:

Design something that makes oxygen, sequesters carbon,

dizajnirati nešto što pravi kiseonik, troši ugljenik,

fixes nitrogen, distills water, accrues solar energy as fuel,

fiksira azot, destiluje vodu, akumulira solarnu energiju kao gorivo,

makes complex sugars and food, creates microclimates,

pravi kompleksne šećere i hranu, stvara mikroklime,

changes colors with the seasons and self-replicates.

sezonski menja boje i samostalno se razmnožava.

Well, why don't we knock that down and write on it?

Pa zašto to ne bismo srušili i pisali po njemu?

(Laughter)

(Smeh)

So, we're looking at the same criteria

Dakle, gledamo iste kriterijume

as most people -- you know, can I afford it?

kao većina - da li to sebi možemo priuštiti?

Does it work? Do I like it?

Da li radi? Da li mi se sviđa?

Dodajemo džefersonsku agendu, ja dolazim iz Šarlotvila

We're adding the Jeffersonian agenda, and I come from Charlottesville,

where I've had the privilege of living in a house designed by Thomas Jefferson.

gde imam privilegiju da živim u kući koju je dizajnirao Tomas Džeferson.

We're adding life, liberty and the pursuit of happiness.

Dodajemo život, slobodu i potragu za srećom.

Pogledajmo reč "takmičenje", sigurno ju je većina vas koristila.

Now if we look at the word "competition,"

I'm sure most of you've used it.

Većina ne shvata da ona potiče

You know, most people don't realize it comes from

the Latin competere, which means strive together.

od latinske reči "competere", što znači "nastojati zajedno".

It means the way Olympic athletes train with each other.

Označava način na koji olimpijske atlete treniraju zajedno.

They get fit together, and then they compete.

Zajedno stiču kondiciju, i zatim se takmiče.

The Williams sisters compete -- one wins Wimbledon.

Sestre Vilijams se takmiče, jedna osvaja Vimbldon.

So we've been looking at the idea of competition

Analizirao sam ideju takmičenja

as a way of cooperating in order to get fit together.

kao način da sarađujemo kako bismo zajedno stekli kondiciju.

And the Chinese government has now --

Kineska vlada, sa kojom trenutno radim,

I work with the Chinese government now --

has taken this up.

trenutno radi na ovome.

We're also looking at survival of the fittest,

Posmatramo i preživljavanje najsposobnijih,

not in just competition terms in our modern context

ne samo u uslovima takmičenja u modernom kontekstu

of destroy the other or beat them to the ground,

uništenja onog drugog ili tuče do kraja,

but really to fit together and build niches

već da zaista zajedno postajemo sposobniji

i gradimo niše i rastemo na dobar način.

and have growth that is good.

Now most environmentalists don't say growth is good,

Većina ekologa ne kaže da je rast dobar,

because, in our lexicon, asphalt is two words: assigning blame.

zato što u našem rečniku asfalt označavaju dve reči: pripisivanje krivice.

But if we look at asphalt as our growth,

Ali ako na asfalt gledamo kao na naš rast,

then we realize that all we're doing is destroying

shvatićemo da je sve što radimo uništenje

the planetary's fundamental underlying operating system.

osnovnog operativnog sistema naše planete.

So when we see E equals mc squared come along, from a poet's perspective,

I kada formulu E=mc2 sagledamo iz perspektive pesnika,

we see energy as physics, chemistry as mass,

vidimo energiju kao fiziku, hemiju kao masu,

and all of a sudden, you get this biology.

i odjednom, stižemo do ove biologije

And we have plenty of energy, so we'll solve that problem,

I imamo mnogo energije, i rešićemo taj problem,

but the biology problem's tricky, because as we put through

ali problem biologije je varljiv, jer kada imamo u vidu

all these toxic materials that we disgorge,

sve toksične materijale koje bljujemo,

shvatamo da se nikad od toga nećemo oporaviti.

we will never be able to recover that.

And as Francis Crick pointed out, nine years

I kao što je Frensis Krik ukazao, 9 godina

after discovering DNA with Mr. Watson,

nakon što je sa gospodinom Votsonom otkrio DNK,

that life itself has to have growth as a precondition --

sam život mora imati rast kao preduslov -

it has to have free energy, sunlight

mora imati besplatnu energiju, sunce,

and it needs to be an open system of chemicals.

i mora biti otvoren hemijski sistem.

So we're asking for human artifice to become a living thing,

Dakle, mi tražimo da ljudski veštak postane živo biće,

and we want growth, we want free energy from sunlight

i želimo rast, besplatnu energiju od sunca

and we want an open metabolism for chemicals.

i hoćemo otvoreni metabolizam za hemijska jedinjenja.

Then, the question becomes not growth or no growth,

Tako pitanje postaje ne rast ili nerast,

but what do you want to grow?

već šta želite da raste?

I umesto da gajimo uništenje,

So instead of just growing destruction,

we want to grow the things that we might enjoy,

želimo da gajimo ono u čemu bismo mogli uživati,

and someday the FDA will allow us to make French cheese.

i jednog dana će nam biti dozvoljeno da gajimo francuski sir.

So therefore, we have these two metabolisms,

Dakle, imamo ova dva metabolizma,

sa nemačkim hemičarem, Mihaelom Braungartom,

and I worked with a German chemist, Michael Braungart,

and we've identified the two fundamental metabolisms.

i definisao sam dva osnovna metabolizma.

The biological one I'm sure you understand,

Verujem da razumete biološki metabolizam,

but also the technical one, where we take materials

ali i onaj tehnički, gde materijale

and put them into closed cycles.

postavljamo u zatvoren ciklus.

We call them biological nutrition and technical nutrition.

Zovemo ih biološkim i tehničkim sastojcima.

Technical nutrition will be in an order of magnitude of biological nutrition.

Tehnički sastojci će biti reda veličine bioloških sastojaka.

Biological nutrition can supply about 500 million humans,

Biološki sastojci mogu snabdeti oko 500 miliona ljudi,

što znači da, kada bismo svi nosili obuću Birkenstock i pamuk,

which means that if we all wore Birkenstocks and cotton,

the world would run out of cork and dry up.

nestalo bi plute i svet bi se sasušio.

Potrebni su nam materijali u zatvorenih ciklusa,

So we need materials in closed cycles,

but we need to analyze them down to the parts per million

koje prvo moramo da analiziramo u detalje,

for cancer, birth defects, mutagenic effects,

na mogućnost izazivanja raka i urođenih i mutagenih mana,

disruption of our immune systems, biodegradation, persistence,

opasnosti po naš imuni sistem, biološko raspadanje, otpornost,

heavy metal content, knowledge of how we're making them

prisustvo teških metala, saznanje o tome kako ih pravimo

and their production and so on.

i kako se proizvode i tako dalje.

Our first product was a textile where we analyzed 8,000 chemicals

Naš prvi proizvod je bio tekstil u kom smo analizirali 8.000 hemikalija

u tekstilnoj industriji.

in the textile industry.

Using those intellectual filters, we eliminated [7,962.]

Koristeći ove intelektualne filtere, eliminisali smo 7.962.

We were left with 38 chemicals.

Ostalo nam je 38 hemikalija.

We have since databased the 4000 most commonly used chemicals

Od tada smo zapisali 4.000 jedinjenja koja se najčešće koriste

in human manufacturing, and we're releasing this database into the public in six weeks.

u proizvodnji za ljude, i ovu bazu podataka objavljujemo za šest nedelja.

So designers all over the world can analyze their products

Tako će dizajneri širom sveta moći da analiziraju svoje proizvode

down to the parts per million for human and ecological health.

do milionitih delova, za zdravlje ljudi i okruženja.

(Applause)

(Aplauz)

We've developed a protocol so that companies can send

Razvili smo način na koji firme mogu slati

these same messages all the way through their supply chains,

ove poruke svim svojim dobavljačima.

jer kada smo pitali firme sa kojima sarađujemo, oko bilion dolara,

because when we asked most companies we work with -- about a trillion dollars

"Odakle dolaze vaše stvari?" Rekli su: "Od dobavljača."

-- and say, "Where does your stuff come from?" They say, "Suppliers."

"And where does it go?"

"I kuda odlaze?" "Klijentima."

"Customers."

Ovde nam je potrebna pomoć.

So we need some help there.

So the biological nutrients, the first fabrics --

Biološki sastojci, prvi materijali -

the water coming out was clean enough to drink.

voda koju dobijamo je dovoljno čista za piće.

Technical nutrients -- this is for Shaw Carpet, infinitely reusable carpet.

Tehnički sastojci - za Shaw Carpet, koji se može beskrajno reciklirati.

Here's nylon going back to caprolactam back to carpet.

Ovako se najlon ponovo vraća u kaprolaktam i postaje etison.

Biotechnical nutrients -- the Model U for Ford Motor,

Biotehnički sastojci - ovo je model U za Ford Motor,

a cradle to cradle car -- concept car.

koncept automobil "od kolevke do kolevke".

Shoes for Nike, where the uppers are polyesters, infinitely recyclable,

Najki patike, poliesterski i beskrajno reciklirajući gornji sloj,

the bottoms are biodegradable soles.

a đon je biorazgradiv.

Wear your old shoes in, your new shoes out.

Iznosite stare cipele, dobijate nove.

There is no finish line.

Ne postoji kraj proizvodnje.

The idea here of the car is that some of the materials

Ovde je ideja da je automobil pravljen od nekih materijala

go back to the industry forever, some of the materials go back to soil --

koji idu nazad u večnu industriju, a neki se vraćaju u zemlju -

it's all solar-powered.

pokreće se pomoću sunca.

Here's a building at Oberlin College we designed

Ovu zgradu smo dizajnirali na Oberlin koledžu,

that makes more energy than it needs to operate and purifies its own water.

koja pravi više energije nego što joj treba i pročišćava svoju vodu.

Here's a building for The Gap, where the ancient grasses

Ovo je zgrada za The Gap, gde su drevne trave

of San Bruno, California, are on the roof.

iz San Bruna u Kaliforniji na krovu.

And this is our project for Ford Motor Company.

A ovo je naš projekat za firmu Ford Motor.

It's the revitalization of the River Rouge in Dearborn.

To je revitalizacija reke Ruž u Dirbonu.

This is obviously a color photograph.

Očigledno je da je ovo fotografija u boji.

These are our tools. These are how we sold it to Ford.

Ovo je naš alat. Ovako smo to prodali Fordu.

We saved Ford 35 million dollars doing it this way, day one,

Uštedeli smo im 35 miliona dolara na ovaj način, prvog dana,

which is the equivalent of the Ford Taurus

što je ekvivalent ceni modela Ford Taurus

at a four percent margin of an order for 900 million dollars worth of cars.

sa četiri procenta marže na narudžbinu kola od 900 miliona dolara.

Here it is. It's the world's largest green roof, 10 and a half acres.

To je to. Najveći zeleni krov na svetu, površine 10,5 ari.

This is the roof, saving money,

Ovo je krov koji štedi novac,

and this is the first species to arrive here. These are killdeer.

a ovo su prve vrste koje su se doselile. Ovo su ptice iz roda kulika.

They showed up in five days.

Pojavile su se nakon pet dana.

And we now have 350-pound auto workers

I sada imamo automehaničare teške 160 kilograma

learning bird songs on the Internet.

koji preko interneta uče pesme ptica.

We're developing now protocols for cities --

Razvijamo nove načine izgradnje gradova -

that's the home of technical nutrients.

ovo je dom tehničkih sastojaka.

The country -- the home of biological. And putting them together.

Selo - dom bioloških. I spajamo ih.

And so I will finish by showing you a new city

Završiću prikazom jednog novog grada

we're designing for the Chinese government.

koji dizajniramo za kinesku vladu.

We're doing 12 cities for China right now,

Trenutno radimo na 12 gradova za Kinu

i svi se baziraju na osnovi "od kolevke do kolevke".

based on cradle to cradle as templates.

Our assignment is to develop protocols for the housing

Naš zadatak je da razvijemo pravila za stanovanje

for 400 million people in 12 years.

400 miliona ljudi u narednih 12 godina.

We did a mass energy balance -- if they use brick,

Uravnotežili smo energiju - korišćenjem cigle,

they will lose all their soil and burn all their coal.

potrošili bi svu zemlju i sagoreli sav ugalj.

They'll have cities with no energy and no food.

Imali bi gradove bez energije i hrane.

We signed a Memorandum of Understanding --

Potpisali smo Memorandum o razumevanju -

here's Madam Deng Nan, Deng Xiaoping's daughter --

ovo je gospođa Deng Nan, ćerka Deng Điaopinga -

for China to adopt cradle to cradle.

kako bi Kina usvojila koncept "od kolevke do kolevke".

Because if they toxify themselves, being the lowest-cost producer,

Ako bi se zatrovali jer su najjeftiniji proizvođači,

poslali preko najjeftinije distribucije, Wal-Mart,

send it to the lowest-cost distribution -- Wal-Mart --

and then we send them all our money, what we'll discover is that

a zatim im mi šaljemo sav svoj novac, otkrićemo

we have what, effectively, when I was a student,

da imamo to što smo, dok sam bio student,

was called mutually assured destruction.

zvali međusobno osigurano uništenje.

Now we do it by molecule. These are our cities.

Sada radimo molekul po molekul. Ovo su naši gradovi.

We're building a new city next to this city; look at that landscape.

Gradimo jedan novi gradi pored ovog, vidite ovaj pejzaž.

This is the site.

To je mesto gradnje.

We don't normally do green fields, but this one is about to be built,

Obično ne radimo na poljanama, ali ova je namenjena gradnji,

so they brought us in to intercede.

te su nas doveli da posredujemo.

This is their plan.

Ovo je njihov plan.

It's a rubber stamp grid that they laid right on that landscape.

To je jedna rešetka koju su nacrtali preko pejzaža.

And they brought us in and said, "What would you do?"

Doneli su nam ovo i rekli: "Šta biste vi uradili?"

This is what they would end up with, which is another color photograph.

Dobilo bi se ovo, što je još jedna fotografija u boji.

So this is the existing site, so this is what it looks like now,

Dakle, ovo je postojeće stanje, kako to sada izgleda,

and here's our proposal.

a ovo je naš predlog.

(Applause)

(Aplauz)

So the way we approached this

Način na koji smo pristupili ovom

is we studied the hydrology very carefully.

je pažljivim proučavanjem hidrologije.

We studied the biota, the ancient biota,

Analizirali smo živi svet prisutan od davnina,

the current farming and the protocols.

postojeći sistem obrade zemlje i način rada.

We studied the winds and the sun to make sure everybody in the city

Proučili smo ruže vetrova i osunčanost da bi svi u gradu

will have fresh air, fresh water and direct sunlight

imali svežeg vazduha, svežu vodu i direktno osunčanje

in every single apartment at some point during the day.

u svakom stanu u nekom periodu dana.

We then take the parks and lay them out as ecological infrastructure.

Zatim smo parkove postavili kao ekološku strukturu.

We lay out the building areas.

Postavili smo građevincke površine.

Integrišemo komercijalne i mešovite sadržaje

We start to integrate commercial and mixed use

so the people all have centers and places to be.

kako bi postojali centri i mesta na koja se može otići.

The transportation is all very simple,

Transport je veoma jednostavan,

everybody's within a five-minute walk of mobility.

svi su u krugu od pet minuta hoda.

We have a 24-hour street, so that there's always a place that's alive.

Imamo ulicu u kojoj se radi 24 sata, tako da uvek postoji nešto što radi.

The waste systems all connect.

Sve povezuje sistem upravljanja otpadom.

If you flush a toilet, your feces will go to the sewage treatment plants,

Ako pustite vodu u toaletu, otpad ide u fabrike prerade kanalizacije,

which are sold as assets, not liabilities.

koje se prodaju kao vlasništvo, a ne kao odgovornost.

Because who wants the fertilizer factory that makes natural gas?

Jer ko bi hteo fabriku đubriva koja pravi prirodni gas?

The waters are all taken in to construct the wetlands for habitat restorations.

Vode se prelivaju u močvare radi obnove staništa.

And then it makes natural gas, which then goes back into the city

A zatim se pravi prirodni gas, koji se vraća u grad

to power the fuel for the cooking for the city.

da bi bio gorivo za kuvanje u gradu.

So this is -- these are fertilizer gas plants.

Dakle, ovo su fabrike gasa za đubrenje.

And then the compost is all taken back

Zatim se kompost vraća

to the roofs of the city, where we've got farming,

na krovove grada, gde su farme,

because what we've done is lifted up the city,

jer smo zapravo podigli grad

the landscape, into the air to -- to restore the native landscape

i pejzaž u vazduh - da sačuvamo autohtoni pejzaž

on the roofs of the buildings.

na krovovima zgrada.

The solar power of all the factory centers

Solarna energija svih centralnih fabrika

and all the industrial zones with their light roofs powers the city.

i sve industrijske zone sa svetlosnim krovovima napajaju grad.

And this is the concept for the top of the city.

I ovo je koncept za vrh grada.

We've lifted the earth up onto the roofs.

Zemlju smo podigli na krovove.

The farmers have little bridges to get from one roof to the next.

Farmeri sa jednog krova na drugi prelaze mostićima.

We inhabit the city with work/live space on all the ground floors.

Grad ima radno-stambeni prostor u donjim spratovima.

And so this is the existing city, and this is the new city.

I ovo je postojeći grad, a ovo je novi grad.

(Applause)

(Aplauz)