Richard Seymour: How beauty feels

Prevodilac: Jelena Nedjic Lektor: Ana Zivanovic-Nenadovic

When I was little --

Kada sam bio mali--

and by the way, I was little once --

i da, ja jesam nekada bio malo dete--

my father told me a story

otac mi je ispričao priču

about an 18th century watchmaker.

o časovničaru iz 18. veka.

And what this guy had done:

Taj tip je radio sledeće:

he used to produce these fabulously beautiful watches.

on je proizvodio neopisivo lepe satove.

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

Jednog dana jedna od njegovih mušterija je došla u radionicu

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

i zamolila ga da očisti sat koji je kupio.

And the guy took it apart,

Tip je rastavio sat

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

i jedan od delova koji je izvadio bio je deo uređaja za navijanje.

And as he did so, his customer noticed

I kada je to učinio, mušterija je uočila

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

da je poleđina uređaja za navijanje ugravirana,

were words.

nešto je bilo ispisano.

And he said to the guy,

Potom je upitao časovničara,

"Why have you put stuff on the back

"Zašto ste postavili to

that no one will ever see?"

tako da graviru niko nikada ne vidi?"

And the watchmaker turned around and said,

Časovničar se okrenuo i rekao,

"God can see it."

"Bog može da je vidi."

Now I'm not in the least bit religious,

Ja uopšte nisam religiozan,

neither was my father,

a nije bio ni moj otac,

but at that point, I noticed something happening here.

ali sam u tom momentu shvatio da se tu dešava još nešto.

I felt something

Osetio sam nešto

in this plexus of blood vessels and nerves,

u ovom spletu krvnih sudova i nerava,

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

a pretpostavljam da se tu sigurno nalaze i neki mišići.

But I felt something.

Ali sam osetio nešto.

And it was a physiological response.

To je bio fiziološki odgovor.

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

Od tog trenutka, od mog tadašnjeg uzrasta,

I began to think of things in a different way.

počeo sam da razmišljam o stvarima na drukčiji način.

And as I took on my career as a designer,

Kada sam počeo da se bavim dizajnom,

I began to ask myself the simple question:

počeo sam da postavljam sebi jednostavno pitanje:

Do we actually think beauty,

da li mi mislimo da je nešto lepo,

or do we feel it?

ili mi to osećamo?

Now you probably know the answer to this already.

Vi verovatno već znate odgovor na to.

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

Verovatno mislite, pa, ja ne znam šta ti misliš da je u pitanju,

but I think it's about feeling beauty.

ali mislim da se radi o doživljaju lepote.

And so I then moved on into my design career

Tada sam nastavio sa svojom karijerom u dizajnu

and began to find some exciting things.

i počeo da otkrivam uzbudljive činjenice.

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

Jedno od najranijih dela primenjeno je u dizajniranju automobila--

some very exciting work was done there.

veoma uzbudljive stvari su se dešavale.

And during a lot of this work,

I tokom velikog perioda rada na tome,

we found something, or I found something,

mi smo pronašli nešto, ili sam ja spoznao nešto

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

što me je potpuno fasciniralo, a možda se sećate toga.

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

Da li se sećate kada su se svetla prosto palila i gasila,

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

klik-klik, kada zatvorite vrata automobila?

And then somebody, I think it was BMW,

Potom je neko, mislim da je to bio BMW,

introduced a light that went out slowly.

uveo svetla koja se lagano gase.

Remember that?

Sećate li se?

I remember it clearly.

Ja se jasno sećam toga.

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

Da li se sećate prvog puta kada ste sedeli u takvim kolima?

I remember sitting there thinking, this is fantastic.

Ja se sećam da sam sedeći u tom trenutku razmišljao koliko je to fantastično.

In fact, I've never found anybody

Činjenica je da nikada nisam pronašao osobu

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

kojoj se ne sviđa lagano gašenje svetla.

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

Pomislih, pa o čemu se ovde zaboga radi?

So I started to ask myself questions about it.

Pa sam počeo da postavljam sebi pitanja oko toga.

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

Ne početku sam ispitvao ljude: "Da li Vam se sviđa to?" " Da."

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

"Zašto?" Oni bi rekli, "Pa, deluje prirodno,"

or, "It's nice."

ili pak, "Lepo je."

I thought, well that's not good enough.

Pomislio sam da to nije dovoljno dobar odgovor.

Can we cut down a little bit further,

Mogli bismo da analiziramo to malo dublje,

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

jer je meni kao dizajneru neophodan rečnik, ključ o tome

of how this actually works.

kako stvari suštinski funkcionišu.

And so I did some experiments.

Uradio sam neke eksperimente.

And I suddenly realized

Iznenada sam shvatio

that there was something that did exactly that --

da postoji još nešto što čini upravo istu stvar--

light to dark in six seconds --

od svetlosti do tame za 6 sekundi--

exactly that.

baš to.

Do you know what it is? Anyone?

Da li znate šta je u pitanju? Bilo ko?

You see, using this bit, the thinky bit,

Vidite, koristeći taj mali deo, deo koji razmišlja,

the slow bit of the brain -- using that.

usporeni deo mozga--koristeći njega.

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

To nije misao, to je osećaj.

And would you do me a favor?

Da li biste mi učinili uslugu?

For the next 14 minutes or whatever it is,

Tokom sledećih 14 minuta ili već koliko,

will you feel stuff?

da li biste osećali stvari?

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

Ja ne bih da vi previše razmišljate, pre bih da osećate.

I felt a sense of relaxation

Ja se osećam opušteno

tempered with anticipation.

i pun sam iščekivanja.

And that thing that I found

Ono što sam pronašao jeste

was the cinema or the theater.

bioskop ili pozorište.

It's actually just happened here --

U principu se to baš desilo ovde--

light to dark in six seconds.

od svetosti do tame u 6 sekundi.

And when that happens, are you sitting there going,

Kada se to desi, da li sedite i mislite:

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

"Oh ne, počeće film uskoro."

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

ili možda kažete: "Fantastično. Baš se radujem tome.

I get a sense of anticipation"?

Iščekujem nesto?"

Now I'm not a neuroscientist.

Ja nisam neuro-naučnik.

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

Ja čak i ne znam da li tu postoji uslovni refleks.

But it might be.

Ali može biti.

Because the people I speak to in the northern hemisphere

Obzirom da ljudi sa kojima razgovaram na severnoj hemisferi

that used to go in the cinema get this.

koji imaju naviku da odlaze u bioskope doživljavaju to.

And some of the people I speak to

A neki od ljudi sa kojima sam razgovarao

that have never seen a movie or been to the theater

koji nikada nisu bili u bioskopu ili pozorištu

don't get it in the same way.

ne dožive to na isti način.

Everybody likes it,

Svima se to sviđa,

but some like it more than others.

ali se nekima sviđa više.

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

Usled toga sam počeo o tom fenomenu da razmišljam drugačije.

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

Mi ne osećamo to. Mi mislimo da je lepota u limbičkom sistemu--

if that's not an outmoded idea.

ukoliko ovo nije zastarela ideja.

These are the bits, the pleasure centers,

To su ti delići, centri uživanja,

and maybe what I'm seeing and sensing and feeling

i možda sve ono što ja gledam, osećam i doživljavam

is bypassing my thinking.

preduhitri moja razmišljanja.

The wiring from your sensory apparatus to those bits

Prenos informacija od vašeg čulnog sistem do tih delova

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

je kraći od puta koji treba da prođu do dela za razmišljanje, korteksa.

They arrive first.

Oni stižu prvi.

So how do we make that actually work?

Pa kako onda sve to funkcioniše?

And how much of that reactive side of it

Koliko je naša reakcija na informaciju

is due to what we already know,

uslovljenja onim što već znamo,

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

ili onime što ćemo naučiti o nečemu?

This is one of the most beautiful things I know.

Ovo je jedan od najlepših stvari za koju znam.

It's a plastic bag.

Plastična kesa.

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

A kada sam je prvi put pogledao pomislio sam da nema nikave lepote u njoj.

Then I found out,

Potom sam otkrio,

post exposure,

nakon što sam je ugledao,

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

da ukoliko ovu plastičnu vreću napunite prljavom baruštinom

or a stream filled with coliforms

ili mlazom hloroforma

and all sorts of disgusting stuff,

i različitim odvratnim stvarima,

that that filthy water

ta prljava voda

will migrate through the wall of the bag by osmosis

će procesom osmoze ući u kesu

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

i dobijete veoma čistu, pijuću vodu.

And all of a sudden, this plastic bag

Iznenada je meni ova plastična kesa

was extremely beautiful to me.

postala neverovatno lepa.

Now I'm going to ask you again

Sada ću vas ponovo zamoliti

to switch on the emotional bit.

da se prešaltate na emotivni modul.

Would you mind taking the brain out,

Da li biste isključili mozak,

and I just want you to feel something.

jer bih ja da vi samo osetite nešto.

Look at that. What are you feeling about it?

Pogledajte ovo. Kakve emocije vam pokreće?

Is it beautiful? Is it exciting?

Da li je lepo? Da li je uzbudljivo?

I'm watching your faces very carefully.

Ja pažljivo analiziram vaše grimase.

There's some rather bored-looking gentlemen

Vidim gospodu kojoj je poprilično dosadno

and some slightly engaged-looking ladies

i malo više zainteresovane dame

who are picking up something off that.

koje poprimaju nešto od toga.

Maybe there's an innocence to it.

Ima tu neke nevinosti možda.

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

A sada ću vam reći šta gledate. Jeste li spremni?

This is the last act on this Earth

Ovo je poslednje delo na Zemlji

of a little girl called Heidi, five years old,

male devojčice Hajdi, koja je imala 5 godina,

before she died of cancer to the spine.

pre nego što je umrla od raka kičme.

It's the last thing she did,

To je poslednja stvar koju je uradila,

the last physical act.

poslednji fizički čin.

Look at that picture.

Pogledajte tu sliku.

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

Pogledajte tu nevinost. Pogledajte lepotu u tome.

Is it beautiful now?

Da li vam je sada to lepo?

Stop. Stop. How do you feel?

Prestanite. Prestanite. Kako se osećate?

Where are you feeling this?

Gde su ta vaša osećanja?

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

Ja ih osećam ovde. Ja ih osećam baš ovde.

And I'm watching your faces,

Posmatram vaša lica,

because your faces are telling me something.

jer mi ona govore nešto.

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

Vidim i damu koja plače.

But what are you doing?

Ali šta vi radite?

I watch what people do.

Ja posmatram šta ljudi rade.

I watch faces.

Ja posmatram lica.

I watch reactions.

Ja posmatram reakcije.

Because I have to know how people react to things.

Jer ja moram da znam kako ljudi reaguju na stvari.

And one of the most common faces

Najrasprostranjenija facijalna ekspresija

on something faced with beauty,

kada ugledamo nešto lepo,

something stupefyingly delicious,

nešto ošamućujuće ukusno,

is what I call the OMG.

je ono što ja zovem: "Oh, Bože moj."

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

Uzgred budi rečeno, ne očitava se zadovoljstvo na tom licu.

It's not a "this is wonderful!"

Nije to "baš je prelepo!" izraz.

The eyebrows are doing this, the eyes are defocused,

Obrve čine ovo, oči nisu fokusirane,

and the mouth is hanging open.

a usta su širom otvorena.

That's not the expression of joy.

To nije izraz uživanja.

There's something else in that.

Postoji tu nešto drugo.

There's something weird happening.

Nešto čudno se dešava.

So pleasure seems to be tempered

Čini se da je zadovoljstvo promereno

by a whole series of different things coming in.

čitavim nizom različitih stvari koje su u to uključene.

Poignancy is a word I love as a designer.

Nostalgija je reč koju ja kao dizajner jako volim.

It means something triggering a big emotional response,

To znači da nešto pokreće snažni emotivni odgovor,

often quite a sad emotional response,

često veoma tužan emotivan odgovor,

but it's part of what we do.

ali to je deo onoga što mi činimo.

It isn't just about nice.

Nije sve u tome da je nešto fino.

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

Upravo u tome je dilema, to je paradoks lepote.

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

Preko svojih čula mi smo bombardovani različitim informacijama--

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

mešavinom dobrih, loših, uzbudljivih, zastrašujućij stvari--

to come up with that sensorial exposure,

kako bismo došli do doživljaja pravog utiska,

that sensation of what's going on.

senzacije o tome šta se dešava.

Pathos appears obviously

Sažaljenje se definitivno javlja

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

kao deo utiska kada ste videli crtež male devojčice.

And also triumph, this sense of transcendence,

A takođe i trijumf, osećaj prevazilaženja,

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

ono, "Ali nisam to mogao ni da pretpostavim. Ah, ovo je nešto novo."

And that's packed in there as well.

I to je upakovano u tome takođe.

And as we assemble these tools,

Dok mi uklapamo ova oruđa,

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

sa dizajnerske tačke gledišta, ja postajem neverovatno uzbuđen oko toga,

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

jer to su stvari, kao što smo već rekli,

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

koje, čini se, stižu do mozga

before cognition, before we can manipulate them --

pre spoznaje, pre mogućnosti da njima manipulišemo--

electrochemical party tricks.

to su trikovi elektrohemijskog kola.

Now what I'm also interested in is:

E pa sada, ono za šta sam ja takođe zainteresovan je

Is it possible to separate

da li je moguće odvojiti

intrinsic and extrinsic beauty?

urođenu od nametnute lepote?

By that, I mean intrinsically beautiful things,

Pri tome mislim na stvari lepe same po sebi,

just something that's exquisitely beautiful,

nešto što je samo po sebi isključivo lepo,

that's universally beautiful.

nešto što je univerzalno lepo.

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

To je veoma teško pronaći. Možda vi imate neke dobre primere.

Very hard to find something that, to everybody,

Teško je otkriti nešto što se

is a very beautiful thing,

čini lepim svima,

without a certain amount of information packed in there before.

bez određenih informacija koje su vam servirane o tome pre doživljaja stvari.

So a lot of it tends to be extrinsic.

Tako da je mnogo toga u principu nametnuto.

It's mediated by information before the comprehension.

Posredovano je informacijama pre našeg sagledavanja stvari.

Or the information's added on at the back,

Ili informacijama koje naknadno dobijemo,

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

kao u slučaju crteža male devojčice koji sam vam pokazao.

Now when talking about beauty

Kada razgovaramo o lepoti

you can't get away from the fact

ne možemo zaobići činjenicu

that a lot experiments have been done in this way

da je na ovaj način urađeno mnogo eksperimenata

with faces and what have you.

sa licima osoba ili čime god.

And one of the most tedious ones, I think,

A jedno od najdosadnijih, čini mi se,

was saying that beauty was about symmetry.

je mišljenje da je lepota oslikana u simetriji.

Well it obviously isn't.

Ali očigledno nije.

This is a more interesting one

Ovo je jedan od interesantnijih primera:

where half faces were shown to some people,

polovina lica je pokazana ljudima

and then to add them into a list

i potom je trebalo da rangiraju objekte

of most beautiful to least beautiful

od najlepših do manje lepih,

and then exposing a full face.

a potom su im pokazivani ceo profili.

And they found that it was almost exact coincidence.

Rezultati su se potpuno podudarali.

So it wasn't about symmetry.

Tako da se tu ne radi o simetriji.

In fact, this lady has a particularly asymmetrical face,

U principu, ova dama ima baš asimetrično lice,

of which both sides are beautiful.

a obe polovine su lepe.

But they're both different.

Ali su različite.

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

Kao dizajner, ja ne mogu a da se ne bavim time

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

i onda sam sve to rastavio na delove i napravio nešto što liči na ovo,

and tried to understand what the individual elements were,

pokušavajući da razumem koji su to pojedinačni elementi,

but feeling it as I go.

ali osećajući ih dok sam to radio.

Now I can feel a sensation of delight and beauty

Mogu da osetim uživanje i lepotu

if I look at that eye.

kada pogledam to oko.

I'm not getting it off the eyebrow.

Ali ne i kada gledam obrvu.

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

Ni ušna školjka me ne pokreće.

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

Ne znam koliko mi ovo pomaže,

but it's helping to guide me to the places

ali je dobar usmerivač ka odgovorima

where the signals are coming off.

o tome odakle se odašilju signali.

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

I kao što rekoh, nisam neuro-naučnik,

but to understand how I can start to assemble things

ali na taj način shvatam kako da sastavim delove

that will very quickly bypass

koji bi veoma brzo zaobišli

this thinking part

taj deo zadužen za razmišljanje

and get me to the enjoyable precognitive elements.

i koji bi me doveli do pre-kognitivnih elemanata u kojima uživam.

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

Anais Nin i Talmud su nam više puta skrenuli pažnju

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

da mi ne vidimo stvari onakvim kakve one jesu, već kakvi smo mi.

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

Tako da ću vam bez srama pokazati nešto

which is beautiful to me.

što je meni veoma lepo.

And this is the F1 MV Agusta.

A to je F1 MV Agusta.

Ahhhh.

Ahhhhh.

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

Stvarno, mislim da ne mogu da vam objasnim

how exquisite this object is.

koliko je poseban ovaj objekat.

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

Ali ja i znam zašto je on toliko meni poseban,

because it's a palimpsest of things.

zato što predstavlja složeni skup različitih fenomena.

It's masses and masses of layers.

Čine ga čitavi slojevi i slojevi različitih stvari.

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

Ovo je samo deo koji dospeva do naše fizičke dimenzije.

It's something much bigger.

Nešto mnogo veće je u pitanju.

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

To su slojevi i slojevi legendi, sporta, detalja koji rezonuju svojim frekvencijama.

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

Ukoliko samo obratim pažnju na neke od njih sada--

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

svestan sam laminarnog strujanja koje je povezano sa objektima koji se kreću kroz vazduh,

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

i kao što možete uočiti ova sprava to čini savršeno.

So that's getting me excited.

To mene uzbuđuje.

And I feel that here.

I ja to osećam ovde.

This bit, the big secret of automotive design --

Ovaj delić, ta velika tajna auto-moto dizajna--

reflection management.

način regulacije prelamanja svetlosti.

It's not about the shapes,

Ne radi se tu o oblicima,

it's how the shapes reflect light.

već o tome kako oblik odražava svetlost.

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

Taj objekat-svetlost prosto treperi oko njega dok se krećete

so it becomes a kinetic object,

i postaje kinetički objekat,

even though it's standing still --

iako i dalje stoji u mestu--

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

a to je rešeno na brilijantan način rešenjem problema refleksije.

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

Takođe, ovaj mali oslonac na osnovi za noge

means there's something going on underneath it --

govori vozaču da se nešto dešava ispod toga--

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

u ovom slučaju to je pogonski lanac koji se kreće najverovatnije brzinom 480km/h,

taking the power from the engine.

a pokreće ga snaga motora.

I'm getting terribly excited

Ja se jako uzbudim dok

as my mind and my eyes flick across these things.

moj um i moje oči sagledavaju ove fenomene.

Titanium lacquer on this.

Presvučen je titanijuskim lakom.

I can't tell you how wonderful this is.

Ne mogu vam objasniti koliko je to divno.

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

Tako sprečite ispadanje matica sa točka pri velikim brzinama.

I'm really getting into this now.

Stvarno postajem zainteresovan sada.

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

Naravno, trkački motor ne poseduje nožice za stajanje,

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

ali ovaj, obzirom da je u pitanju terenski motocikl,

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

ih ima i one se lepo postave u ovu malu prazninu.

So it disappears.

Tako da nestanu.

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

Ne mogu vam objasniti koliko je teško napraviti taj auspuh koji je zakrivljen.

Why would you do that?

Zašto biste to radili?

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

Jer, znam koliko je važno usavršiti aerodinamičnost točka.

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

Skuplje je, ali je veličanstveno.

And to cap it all,

Kao šlag na torti,

brand royalty --

brend kraljeva--

Agusta, Count Agusta,

Agusta, Grofica Agusta,

from the great histories of this stuff.

iz velelepne istorije ovih stvari.

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

Ono što ne možete da vidite je genije koji je stvorio ovu napravu.

Massimo Tamburini.

Masimo Tamburini.

They call him "The Plumber" in Italy,

Zovu ga "Vodoinstalater" u Italili,

as well as "Maestro,"

ali ga zovu i "Maestro",

because he actually is engineer

jer je on zapravo inženjer

and craftsman and sculptor at the same time.

i zanatlija, i vajar istovremeno.

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

Ovde je zaista jako malo kompromisa, vi to ne možete da uvidite.

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

Na nesreću, ja i ljudi kao što sam ja

have to deal with compromise all the time with beauty.

moraju da se nose sa kompromisima sve vreme dok stvaraju lepotu.

We have to deal with it.

Mi moramo da se nosimo sa tim.

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

Ja moram da radim sa dobavljačima, i moram da radim koristeći tehnologije,

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

i moram da radim sa svim drugim stvarima sve vreme,

and so compromises start to fit into it.

i tu se stvaraju kompromisi.

And so look at her.

Pogledajte je.

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

Morao sam da napravim mali kompromis ovde.

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

Morao sam da pomerim delove, ali samo za milimetar.

No one's noticed, have they yet?

Niko to nije primetio, zar ne?

Did you see what I did?

Da li ste uočili šta sam uradio?

I moved three things by a millimeter.

Pomerio sam tri stvari za 1 mm.

Pretty? Yes.

Simpatično? Da.

Beautiful? Maybe lesser.

Lepo? Možda malo manje.

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

Ali potrošač naravno kaže kako to ne utiče ni na šta.

So that's okay, isn't it?

Tako da je to u redu, zar ne?

Another millimeter?

Još jedan milimetar?

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

Niko neće primetiti ove razdvojne linije i promene.

It's that easy to lose beauty,

Toliko jednostavno izgubite lepotu,

because beauty's incredibly difficult to do.

jer je neverovatno teško učiniti nešto lepim.

And only a few people can do it.

Samo nekolicina ljudi može to da uradi.

And a focus group cannot do it.

Fokus grupa to ne može da napravi.

And a team rarely can do it.

Tim retko kada može to da uradi.

It takes a central cortex, if you like,

Neophodna je kora velikog mozga, ako tako mogu da se izrazim,

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

kako biste mogli da koordinirate sve te elemente istovremeno.

This is a beautiful water bottle --

Ovo je prelepa flaša vode--

some of you know of it --

neki od vas su je videli ranije--

done by Ross Lovegrove, the designer.

dizajnirao ju je Ros Lavgrov.

This is pretty close to intrinsic beauty. This one,

Veoma je blizu apsolutnoj lepoti.

as long as you know what water is like

Sve dok znate kakva je voda

then you can experience this.

možete to doživeti.

It's lovely because it is an embodiment

Prekrasna je jer je otelovljenje

of something refreshing and delicious.

osvežavajuće i ukusne stvari.

I might like it more than you like it,

Meni se možda sviđa više nego vama,

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

jer ja znam koliko je prokleto teško napraviti to.

It's stupefyingly difficult

Parališuće je teško

to make something that refracts light like that,

da proizvedete nešto što prelama svetlost na takav način,

that comes out of the tool correctly,

a bude isklesano baš kako treba,

that goes down the line without falling over.

prati liniju bez prevrtanja.

Underneath this, like the story of the swan,

Ispod ovoga, kao u priči o labudu,

is a million things very difficult to do.

postoji milion stvari koje nije lako učiniti.

So all hail to that.

Pa sva slava tome.

It's a fantastic example, a simple object.

Fantastičan primer, jednostavan objekat.

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

Prethodni objekat koji sam vam pokazao je, naravno, izuzetno komplikovan.

And they're working in beauty

Oni funkcionišu u cilju lepote

in slightly different ways because of it.

na malo različite načine usled toga.

You all, I guess, like me,

Pretpostavljam da vi svi kao i ja

enjoy watching a ballet dancer dance.

uživate dok gledate balet.

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

I deo tog zadovoljstva nastaje usled toga što znate koliko je to teško.

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

A isto tako razmatrate i činjenicu da je neverovatno bolno igrati balet.

Anybody seen a ballet dancer's toes

Da li je iko video nožne prste balerina

when they come out of the points?

u momentu preloma?

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

Dok ona izvodi graciozne arabeske i piruete i šta god,

something horrible's going on down here.

nešto strašno se dešava prstima nogu.

The comprehension of it

Razumevanje toga

leads us to a greater and heightened sense

dovodi do uzvišenijeg i pouzdanijeg osećaja

of the beauty of what's actually going on.

lepote u onome što uočavamo.

Now I'm using microseconds wrongly here,

Ja koristim sada mikrosekunde pogrešno u ovom momentu,

so please ignore me.

pa me ignorišite.

But what I have to do now, feeling again,

Ali ono što treba da uradim sada, osećajući ponovo,

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

jeste da obezbedim dovoljno tih enzima,

of these triggers into something early on in the process,

tih pokretača stvari u ranoj fazi procesa,

that you pick it up,

koje vi pokupite,

not through your thinking, but through your feeling.

ne putem razmišljanja, već osećaja.

So we're going to have a little experiment.

Sada ćemo uraditi mali eksperiment.

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

U redu, da li ste spremni? Pokazaću vam nešto na sekund.

Are you ready? Okay.

Da li ste spremni? U redu.

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

Da li ste u prvom momentu pomislili da je stvar koju sam vam pokazao bicikl?

It's not.

Nije.

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

Recite mi nešto, da li ste pomislili da je to nešto veoma brzo kada ste ga ugledali? Jeste.

Did you think it was modern? Yes you did.

Da li ste mislili da je moderna naprava? Jeste.

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

Baš taj delić, informacija vas je usterelila pre toga.

And because your brain starter motor began there,

Usled toga što vam je vaš pokretački motor mozga pokrenut tada,

now it's got to deal with it.

sada mora da se nosi sa tim.

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

A divna stvar u tome je da je motocikl dizajniran tako

specifically to engender a sense

da specifično izazove osećaj

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

da se radi o eko-tehnologiji i da je dobar za vas

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

da je lagan i deo budućnosti.

So is that wrong?

I da li je to pogrešno?

Well in this case it isn't,

Pa u ovom slučaju nije,

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

obzirom da se radi o veoma ekološki orijentisanoj tehnologiji.

But you're a slave of that first flash.

Ali vi ste robovi prvog utiska.

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

Mi smo robovi tih prvih delića sekunde--

and that's where much of my work

i upravo tu najveći deo mog posla

has to win or lose,

ili pobedi ili izgubi,

on a shelf in a shop.

na nekoj polici u radnji.

It wins or loses at that point.

Ili pobedi ili izgubi u tom momentu.

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

Vi možete ugledati 50,100,200 stvari na polici

as you walk down it,

dok šetate radnjom,

but I have to work within that domain,

ali ja moram da radim u opsegu tog domena,

to ensure that it gets you there first.

ne bih li osigurao da stigne do vas prvi.

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

Konačno, sloj znanja koji ja volim.

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

Siguran sam da je nekima od vas poznat ovaj fenomen.

What's incredible about this,

Ono što je ovde neverovatno,

and the way I love to come back to it,

i čemu ja volim da se vraćam

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

jeste ukoliko razmotrite nešto što ne volite ili vam dosađuje

folding clothes,

slaganje odeće,

and if you can actually do this --

a ukoliko možete da uradite ovo--

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

ko može u stvari da uradi ovo? Da li je iko probao to da uradi?

Yeah?

Da?

It's fantastic, isn't it?

Fantastično je, zar ne?

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

Pogledajte. Da li biste ponovo da vidite?

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

Nemamo vremena. Imam još samo dva minuta, tako da ne možemo ponovo da gledamo.

But just go to the Web, YouTube,

Ali samo na internetu,"You Tube"-u,

pull it down, "folding T-shirt."

ukucajte "slaganje majice".

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

Ovo je način na koji loše plaćeni mladi ljudi moraju da slažu majice.

You didn't maybe know it.

Možda to niste znali.

But how do you feel about it?

Ali kako se osećate usled toga?

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

Fantastičan je osećaj kada vi to uradite, radujete se tome,

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

a kada kažete nekome to -- kao što ste i verovatno rekli --

you look really smart.

delujete veoma pametno.

The knowledge bubble that sits around the outside,

Znanje koje obavija te stvari,

the stuff that costs nothing,

stvari koje ništa ne koštaju,

because that knowledge is free --

jer je znanje besplatno--

bundle that together and where do we come out?

povežite sve to i šta dobijemo kao rezultat?

Form follows function?

Forma prati funkciju?

Only sometimes. Only sometimes.

Samo po nekad. samo po nekad.

Form is function. Form is function.

Oblik je funkcija. Oblik je funkcija.

It informs, it tells us,

Informiše nas, priča nam,

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

daje nam odgovore pre nego što mi i pomislimo na to.

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

Tako da sam ja prestao da koristim reči kao što je "oblik"

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

i kao dizajner prestao sam da upotrebljavam reči kao što je "funkcija"

What I try to pursue now

Ono što sada pokušavam da sledim

is the emotional functionality of things.

je emocionalna funkcionalnost stvari.

Because if I can get that right,

Jer ukoliko to uradim na pravi način,

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

mogu ih učiniti veličanstvenim, i to mogu činiti iznova i iznova.

And you know what those products and services are,

Vi znate koji su to proizvodi i usluge,

because you own some of them.

jer posedujete neke od njih.

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

To su stvari koje spasete ukoliko izbije požar u kući.

Forming the emotional bond

Stvaranje emotivne veze

between this thing and you

između te stvari i Vas

is an electrochemical party trick

je elektro-hemijski trik

that happens before you even think about it.

koji se desi pre nego što Vi počnete da razmišljate o tome.

Thank you very much.

Hvala vam puno.

(Applause)

(Aplauz)