TED2005
William McDonough: Cradle to cradle design
William McDonough o dizajniranju od kolijevke do kolijevke
Filmed:
Readability: 4.2
1,878,449 views
Ekološki osviješteni arhitekt i dizajner William McDonough se pita na što bi ličile naše zgrade i proizvodi kad bi dizajneri uzeli u obzir "svu djecu, svih vrsta, za sva vremena".
William McDonough - Architect
Architect William McDonough believes green design can prevent environmental disaster and drive economic growth. He champions “cradle to cradle” design, which considers a product's full life cycle -- from creation with sustainable materials to a recycled afterlife. Full bio
Architect William McDonough believes green design can prevent environmental disaster and drive economic growth. He champions “cradle to cradle” design, which considers a product's full life cycle -- from creation with sustainable materials to a recycled afterlife. Full bio
Double-click the English transcript below to play the video.
00:26
In 1962, with Rachel Carson's "Silent Spring,"
0
1000
4000
1962.g., izlaskom knjige Rachel Carson "Tiho proljeće"
00:30
I think for people like me in the world of the making of things,
1
5000
5000
mislim da za ljude poput mene u svijetu pravljenja stvari
00:35
the canary in the mine wasn't singing.
2
10000
4000
kanarinac u rudniku nije pjevao.
00:39
And so the question that we might not have birds
3
14000
3000
I tako je pitanje da mi možda nećemo imati ptice
00:42
became kind of fundamental to those of us wandering around
4
17000
3000
postalo temeljno onima od nas koji su lutali okolo
00:45
looking for the meadowlarks that seemed to have all disappeared.
5
20000
3000
tražeći ševe za koje se činilo da su posve nestale
00:48
And the question was, were the birds singing?
6
23000
3000
I pitanje je bilo, jesu li su ptice pjevale?
00:51
Now, I'm not a scientist, that'll be really clear.
7
26000
4000
Ja nisam znanstvenik, to će biti posve jasno.
00:55
But, you know, we've just come from this discussion of what a bird might be.
8
30000
4000
Ali, upravo smo došli sa diskusije o tome što bi sve moglo biti ptica.
00:59
What is a bird?
9
34000
1000
Što je to ptica?
01:00
Well, in my world, this is a rubber duck.
10
35000
4000
Pa, u mom svijetu, ovo je gumena patka.
01:04
It comes in California with a warning --
11
39000
2000
U Kaliforniji dolazi sa upozorenjem --
01:06
"This product contains chemicals known by the State of California
12
41000
3000
"Ovaj proizvod sadrži kemikalije za koje država Kalifornija drži
01:09
to cause cancer and birth defects or other reproductive harm."
13
44000
7000
da uzrokuju rak i porođajne defekte ili druge reproduktivne štete."
01:16
This is a bird.
14
51000
3000
Ovo je ptica.
01:19
What kind of culture would produce a product of this kind
15
54000
3000
Kakva kultura bi napravila proizvod ovakve vrste
01:22
and then label it and sell it to children?
16
57000
5000
stavila naljepnicu na njega i prodavala djeci?
01:27
I think we have a design problem.
17
62000
3000
Mislim da imamo problem u dizajniranju.
01:30
Someone heard the six hours of talk that I gave
18
65000
5000
Netko je čuo govor od šest sati što sam održao
01:35
called "The Monticello Dialogues" on NPR, and sent me this as a thank you note --
19
70000
6000
nazvan "Monticello dijalozi" na NPR-u i poslao mi je ovo kao zahvalnicu --
01:41
"We realize that design is a signal of intention,
20
76000
2000
"Mi shvaćamo da je dizajn znak namjere,
01:43
but it also has to occur within a world,
21
78000
3000
ali on se također mora desiti u svijetu,
01:46
and we have to understand that world in order to
22
81000
4000
i moramo razumijeti taj svijet kako bi mogli
01:50
imbue our designs with inherent intelligence,
23
85000
3000
prožeti naše dizajne sa prirođenom inteligencijom,
01:53
and so as we look back at the basic state of affairs
24
88000
5000
i tako kad se osvrnemo na osnovno stanje stvari
01:58
in which we design, we, in a way, need to go to the primordial condition
25
93000
5000
u kojem mi dizajniramo, moramo otići u praiskonsko stanje
02:03
to understand the operating system and the frame conditions of a planet,
26
98000
5000
kako bi razumjeli operativni sustav i okvirne uvjete planete,
02:08
and I think the exciting part of that is the good news that's there,
27
103000
5000
i mislim da je uzbudljivi dio toga dobre vijesti koje su tamo,
02:13
because the news is the news of abundance,
28
108000
3000
jer te vijesti su vijesti o obilju,
02:16
and not the news of limits,
29
111000
2000
a ne vijesti o ograničenjima,
02:18
and I think as our culture tortures itself now
30
113000
5000
i dok naša kultura muči sada sebe samu,
02:23
with tyrannies and concerns over limits and fear,
31
118000
5000
sa tiranijama i zabrinutostima oko ograničenja i straha,
02:28
we can add this other dimension of abundance that is coherent,
32
123000
5000
mi možemo dodati drugu dimenziju obilja koja je dosljedna,
02:33
driven by the sun, and start to imagine
33
128000
2000
vođena suncem, i početi zamišljati
02:35
what that would be like to share."
34
130000
7000
kako bi to bilo dijeliti."
02:42
That was a nice thing to get.
35
137000
2000
To je bilo lijepo dobiti.
02:44
That was one sentence.
36
139000
4000
To je bila jedna rečenica.
02:48
Henry James would be proud.
37
143000
2000
Henry James bi bio ponosan.
02:50
This is -- I put it down at the bottom,
38
145000
2000
Ovo je -- stavio sam ga na dno,
02:52
but that was extemporaneous, obviously.
39
147000
3000
ali to je očito bilo improvizirano.
02:55
The fundamental issue is that, for me,
40
150000
3000
Temeljna stvar jest da je, za mene,
02:58
design is the first signal of human intentions.
41
153000
2000
dizajn prvi signal ljudske namjere.
03:00
So what are our intentions, and what would our intentions be --
42
155000
4000
Dakle, što su naše namjere, i koje bi one bile --
03:04
if we wake up in the morning, we have designs on the world --
43
159000
3000
ako se probudimo ujutro, imamo dizajn svijeta --
03:07
well, what would our intention be as a species
44
162000
2000
koja bi naša namjera bile kao vrste
03:09
now that we're the dominant species?
45
164000
2000
sada kad smo dominantna vrsta?
03:11
And it's not just stewardship and dominion debate,
46
166000
3000
I nije to samo rasprava o nadgledanju i vladanju,
03:14
because really, dominion is implicit in stewardship --
47
169000
6000
jer u stvarnosti, vladanje je implicitno u nadgledanju --
03:20
because how could you dominate something you had killed?
48
175000
2000
jer kako možete vladati nečim što ste ubili?
03:22
And stewardship's implicit in dominion,
49
177000
2000
I nadgledanje je implicitno u vladanju,
03:24
because you can't be steward of something if you can't dominate it.
50
179000
2000
jer ne možete upravljati čime ne vladate.
03:26
So the question is, what is the first question for designers?
51
181000
6000
Dakle pitanje je, što je prvo pitanje za sve dizajnere?
03:32
Now, as guardians -- let's say the state, for example,
52
187000
3000
Kao čuvarima -- recimo da država, na primjer,
03:35
which reserves the right to kill, the right to be duplicitous and so on --
53
190000
5000
koja zadržava pravo na ubijanje, pravo na dvoličnost i tako dalje --
03:40
the question we're asking the guardian at this point is
54
195000
3000
pitanje koje postavljamo čuvaru je
03:43
are we meant, how are we meant,
55
198000
2000
kako bi trebali
03:45
to secure local societies, create world peace
56
200000
2000
osigurati lokalna društva, stvoriti svjetski mir
03:47
and save the environment?
57
202000
2000
i spasiti okolinu?
03:49
But I don't know that that's the common debate.
58
204000
3000
Ali to nije uobičajena rasprava.
03:52
Commerce, on the other hand, is relatively quick,
59
207000
4000
Trgovina je tu relativno brza,
03:56
essentially creative, highly effective and efficient,
60
211000
2000
u osnovi kreativna, visoko efektivna i učinkovita,
03:58
and fundamentally honest, because we can't exchange
61
213000
3000
i u načelima poštena, jer ne možemo razmjenjivati
04:01
value for very long if we don't trust each other.
62
216000
4000
vrijednosti jako dugo, ako si međusobno ne vjerujemo.
04:05
So we use the tools of commerce primarily for our work,
63
220000
2000
Zato primarno koristimo alate trgovine,
04:07
but the question we bring to it is,
64
222000
2000
ali pitanje koje mi postavljamo je,
04:09
how do we love all the children of all species for all time?
65
224000
4000
kako da volimo svu djecu svih vrsta za sva vremena?
04:13
And so we start our designs with that question.
66
228000
3000
i tako počinjemo naše dizajne sa tim pitanjem.
04:16
Because what we realize today is that modern culture
67
231000
2000
Danas vidimo da je moderna kultura
04:18
appears to have adopted a strategy of tragedy.
68
233000
3000
naizgled usvojila strategiju tragedije.
04:21
If we come here and say, "Well, I didn't intend
69
236000
2000
Ako kažemo, "Nisam ja namjeravao
04:23
to cause global warming on the way here,"
70
238000
1000
izazvati globalno zatopljenje,"
04:24
and we say, "That's not part of my plan,"
71
239000
2000
i kažemo, " To nije dio mog plana,"
04:26
then we realize it's part of our de facto plan.
72
241000
3000
onda shvatimo da je to dio našeg defakto plana.
04:29
Because it's the thing that's happening because we have no other plan.
73
244000
3000
To se dešava zato što nemamo nikakvog drugog plana.
04:32
And I was at the White House for President Bush,
74
247000
2000
Bio sam u Bijeloj kući za predsjednika Bush-a
04:34
meeting with every federal department and agency,
75
249000
2000
upoznavao federalne odjele i agencije,
04:36
and I pointed out that they appear to have no plan.
76
251000
4000
i istaknuo sam da oni nemaju nikakav plan.
04:40
If the end game is global warming, they're doing great.
77
255000
2000
Ako je cilj globalno zatopljenje, odlično napreduju.
04:42
If the end game is mercury toxification of our children
78
257000
3000
Ako je cilj trovanje djece živom
04:45
downwind of coal fire plants as they scuttled the Clean Air Act,
79
260000
3000
uz termoelektrane zanemarujući Plan o čistom zraku,
04:48
then I see that our education programs should be explicitly defined as,
80
263000
4000
onda bi naše programe učenja mogli definirati kao,
04:52
"Brain death for all children. No child left behind."
81
267000
2000
"Moždani udar za svu djecu"
04:54
(Applause)
82
269000
4000
(Pljesak)
04:58
So, the question is, how many federal officials
83
273000
4000
Pitanje je, koliko državnih činovnika
05:02
are ready to move to Ohio and Pennsylvania with their families?
84
277000
3000
je spremno preseliti se u Ohio i Pennsylvaniju sa svojim obiteljima?
05:05
So if you don't have an endgame of something delightful,
85
280000
4000
Dakle ako kraj igre nema nešto lijepo,
05:09
then you're just moving chess pieces around,
86
284000
2000
onda samo mičete šahovske fugure okolo,
05:11
if you don't know you're taking the king.
87
286000
1000
ne znate da trebate uzeti kralja.
05:12
So perhaps we could develop a strategy of change,
88
287000
3000
Možda bi trebali razviti strategiju promjene,
05:15
which requires humility. And in my business as an architect,
89
290000
3000
koja zahtijeva poniznost. U mom poslu arhitekta,
05:18
it's unfortunate the word "humility" and the word "architect"
90
293000
4000
tužno je da se riječi poniznost i arhitekt
05:22
have not appeared in the same paragraph since "The Fountainhead."
91
297000
3000
ne pojavljuju zajedno od knjige "Veličanstveni izvor."
05:25
So if anybody here has trouble with the concept of design humility,
92
300000
5000
Ako itko ovdje ima problema sa konceptom poniznosti u dizajnu,
05:30
reflect on this -- it took us 5,000 years
93
305000
3000
razmislite -- trebalo nam je 5000 godina
05:33
to put wheels on our luggage.
94
308000
4000
da stavimo kotačiće na prtljagu.
05:37
So, as Kevin Kelly pointed out, there is no endgame.
95
312000
5000
Kao što je Kevin Kelly istaknuo, nema kraja igre.
05:42
There is an infinite game, and we're playing in that infinite game.
96
317000
4000
Postoji beskonačna igra, i mi igramo tu beskonačnu igru.
05:46
And so we call it "cradle to cradle,"
97
321000
2000
Zovemo ju "od kolijevke do kolijevke,"
05:48
and our goal is very simple.
98
323000
1000
Cilj je jednostavan.
05:49
This is what I presented to the White House.
99
324000
2000
Ovo sam prezentirao u Bijeloj kući
05:51
Our goal is a delightfully diverse, safe, healthy and just world,
100
326000
3000
Naš cilj je raznolik, siguran, zdrav i pravedan svijet
05:54
with clean air, clean water, soil and power --
101
329000
3000
sa čistim zrakom, vodom, zemljom i energijom--
05:57
economically, equitably, ecologically and elegantly enjoyed, period.
102
332000
4000
ekonomično, pravedno, ekološko i elegantno uživan, točka.
06:01
(Applause)
103
336000
3000
(Pljesak)
06:04
What don't you like about this?
104
339000
3000
Šta vam se od ovoga ne sviđa?
06:07
Which part of this don't you like?
105
342000
2000
Koji dio vam se ne sviđa?
06:09
So we realized we want full diversity,
106
344000
2000
Shvatili smo da želimo punu raznolikost,
06:11
even though it can be difficult to remember what De Gaulle said
107
346000
3000
iako nam je teško prisjetiti se riječi De Gaulla
06:14
when asked what it was like to be President of France.
108
349000
2000
kad su ga pitali kako je biti predsjednikom Francuske.
06:16
He said, "What do you think it's like trying to run a country with 400 kinds of cheese?"
109
351000
4000
Rekao je "Što mislite kako je upravljati zemljom koja ima 400 vrsta sira?"
06:20
But at the same time, we realize that our products are not safe and healthy.
110
355000
3000
Ali isto tako, shvaćamo da naši proizvodi nisu sigurni i zdravi.
06:23
So we've designed products
111
358000
2000
Pa smo dizajnirali proizvode
06:25
and we analyzed chemicals down to the parts per million.
112
360000
2000
i analizirali kemikalije do milijontitog dijela.
06:27
This is a baby blanket by Pendleton that will give your child nutrition
113
362000
3000
Ovo je dječja dekica od Pendleton-a koja će dati vašem djetetu ishranu,
06:30
instead of Alzheimer's later in life.
114
365000
2000
a ne Alzheimer-ovu bolest kasnije u životu.
06:32
We can ask ourselves, what is justice,
115
367000
2000
Možemo se pitati, što je pravda,
06:34
and is justice blind, or is justice blindness?
116
369000
4000
i je li pravda slijepa, ili je pravda sljepoća?
06:38
And at what point did that uniform turn from white to black?
117
373000
5000
I u kojem trenutku je ta uniforma prešla iz bijele u crnu?
06:43
Water has been declared a human right by the United Nations.
118
378000
3000
Vodu su Ujedinjeni Narodi proglasili ljudskim pravom.
06:46
Air quality is an obvious thing to anyone who breathes.
119
381000
2000
Kakvoća zraka je očita stvar svakome tko diše.
06:48
Is there anybody here who doesn't breathe?
120
383000
3000
Ima li itko ovdje da ne diše?
06:51
Clean soil is a critical problem -- the nitrification, the dead zones
121
386000
3000
Čisto tlo je kritičan problem -- nitrifikacija, mrtve zone
06:54
in the Gulf of Mexico.
122
389000
2000
u Meksičkom zaljevu.
06:56
A fundamental issue that's not being addressed.
123
391000
2000
Temeljna stvar koja se ne rješava.
06:58
We've seen the first form of solar energy
124
393000
2000
Vidjeli smo prvi oblik solarne energije
07:00
that's beat the hegemony of fossil fuels in the form of wind
125
395000
3000
koja je pobjedila hegemoniju fosilnih goriva u obliku vjetra
07:03
here in the Great Plains, and so that hegemony is leaving.
126
398000
3000
ovdje na Velikim Ravnicama, i ta hegemonija na zalasku.
07:06
And if we remember Sheikh Yamani when he formed OPEC,
127
401000
3000
I ako se sjetimo Šeika Yamani-ja kad je formirao OPEC,
07:09
they asked him, "When will we see the end of the age of oil?"
128
404000
3000
pitali su ga, "Kada ćemo vidjeti kraj doba nafte?"
07:12
I don't know if you remember his answer, but it was,
129
407000
3000
Ne znam sjećate li se odgovora, ali bio je,
07:15
"The Stone Age didn't end because we ran out of stones."
130
410000
4000
"Kameno doba nije prestalo jer nam je nestalo kamenja"
07:19
We see that companies acting ethically in this world
131
414000
4000
Vidimo da tvrtke koje se ponašaju etično u ovom svijetu
07:23
are outperforming those that don't.
132
418000
1000
posluju bolje od ostalih.
07:24
We see the flows of materials in a rather terrifying prospect.
133
419000
5000
Vidimo tijek materijala u prilično zastrašujućoj perspektivi.
07:29
This is a hospital monitor from Los Angeles, sent to China.
134
424000
3000
Ovo je ekran iz bolnice u Los Angeles-u, poslan u Kinu.
07:32
This woman will expose herself to toxic phosphorous,
135
427000
3000
Ova žena će se izložiti otrovnom fosforu,
07:35
release four pounds of toxic lead into her childrens' environment,
136
430000
3000
osloboditi 2 kilograma otrovnog olova u okoliš svoje djece,
07:38
which is from copper.
137
433000
2000
koje je iz bakra.
07:40
On the other hand, we see great signs of hope.
138
435000
2000
U drugu ruku, vidimo velike znakove nade.
07:42
Here's Dr. Venkataswamy in India, who's figured out
139
437000
3000
Ovo je Dr. Venkataswamy iz Indije, koji je našao način
07:45
how to do mass-produced health.
140
440000
2000
kako na veliko proizvesti zdravlje.
07:47
He has given eyesight to two million people for free.
141
442000
4000
Besplatno je dao vid 2 milijuna ljudi.
07:51
We see in our material flows that car steels don't become car steel again
142
446000
3000
U tijekovima materijala vidimo da čelik iz auta ne postaje ponovo čelik u autu
07:54
because of the contaminants of the coatings --
143
449000
2000
jer zagađivači u premazu --
07:56
bismuth, antimony, copper and so on.
144
451000
2000
bizmut, antimon, bakar itd.
07:58
They become building steel.
145
453000
1000
Postaju čelik za građevine.
07:59
On the other hand, we're working with Berkshire Hathaway,
146
454000
2000
S druge strane, mi radimo sa Berkshire Hathaway,
08:01
Warren Buffett and Shaw Carpet,
147
456000
3000
Warren Buffett i Shaw Carpet-om
08:04
the largest carpet company in the world.
148
459000
1000
najvećim proizvođačem tepiha.
08:05
We've developed a carpet that is continuously recyclable,
149
460000
3000
Razvili smo tepih koji se može kontinuirano reciklirati,
08:08
down to the parts per million.
150
463000
3000
sve do milijuntitog dijela.
08:11
The upper is Nylon 6 that can go back to caprolactam,
151
466000
3000
Gornji sloj je najlon 6 koji se može vratiti u caprolactam,
08:14
the bottom, a polyolephine -- infinitely recyclable thermoplastic.
152
469000
3000
donji sloj, poliolefin -- beskonačno reciklažna termoplastika.
08:17
Now if I was a bird, the building on my left is a liability.
153
472000
4000
Kad bih bio ptica, zgrada lijevo bi mi bila prepreka.
08:21
The building on my right, which is our corporate campus for The Gap
154
476000
3000
Zgrada desno, korporacijski kampus za Gap
08:24
with an ancient meadow, is an asset -- its nesting grounds.
155
479000
5000
sa drevnom livadom, je korisna -- mjesto za gniježdenje.
08:29
Here's where I come from. I grew up in Hong Kong,
156
484000
2000
Odavde dolazim. Odrastao sam u Hong Kongu,
08:31
with six million people in 40 square miles.
157
486000
2000
sa 6 milijuna ljudi na 100 kvadratnih kilometara.
08:33
During the dry season, we had four hours of water every fourth day.
158
488000
4000
U suhoj sezoni smo imali 4 sata vode svaki četvrti dan.
08:37
And the relationship to landscape was that of farmers who have been
159
492000
3000
A odnos sa krajolikom je bio onaj od farmera koji
08:40
farming the same piece of ground for 40 centuries.
160
495000
4000
obrađuju isti komad zemlje 40 stoljeća.
08:44
You can't farm the same piece of ground for 40 centuries
161
499000
2000
Ne možete obrađivati istio komad zemlje 40 stoljeća
08:46
without understanding nutrient flow.
162
501000
3000
bez razumijevanja tijeka hranjivih tvari.
08:49
My childhood summers were in the Puget Sound of Washington,
163
504000
3000
Ljeta u djetinjstvu sam provodio u Puget Sound-u, Washington,
08:52
among the first growth and big growth.
164
507000
2000
među mladicama i velikim raslinjem.
08:54
My grandfather had been a lumberjack in the Olympics,
165
509000
2000
Moj djed je bio drvosječa na Olimpijadi,
08:56
so I have a lot of tree karma I am working off.
166
511000
5000
moram odraditi puno loše karme za drveće.
09:01
I went to Yale for graduate school,
167
516000
2000
Išao sam na Yale na postdiplomski,
09:03
studied in a building of this style by Le Corbusier,
168
518000
2000
gdje sam učio u zgradi u stilu Le Corbusier-a,
09:05
affectionately known in our business as Brutalism.
169
520000
4000
poznatog u mom poslu kao Brutalizam.
09:09
If we look at the world of architecture,
170
524000
3000
Ako pogledamo na svijet arhitekture,
09:12
we see with Mies' 1928 tower for Berlin,
171
527000
3000
vidimo toranj za Berlin 1928.od Mies-a,
09:15
the question might be, "Well, where's the sun?"
172
530000
2000
mogli bi pitati, "Gdje je sunce?"
09:17
And this might have worked in Berlin, but we built it in Houston,
173
532000
3000
Možda bi bilo dobro u Berlinu, ali smo ga napravili u Houston-u,
09:20
and the windows are all closed. And with most products
174
535000
3000
i svi prozori su zatvoreni. I većina proizvoda
09:23
appearing not to have been designed for indoor use,
175
538000
2000
izgleda nije bila dizajnirana za kuću uporabu,
09:25
this is actually a vertical gas chamber.
176
540000
3000
ovo je ustvari vertikalna plinska komora.
09:28
When I went to Yale, we had the first energy crisis,
177
543000
3000
Kad sam otišao na Yale, imali smo prvu energetsku krizu,
09:31
and I was designing the first solar-heated house in Ireland
178
546000
2000
dizajnirao sam prvu kuću grijanu sunčevom energijom u Irskoj
09:33
as a student, which I then built --
179
548000
2000
kao student, koju sam tada napravio --
09:35
which would give you a sense of my ambition.
180
550000
2000
što će vam dati osjećaj moje ambicije.
09:37
And Richard Meier, who was one of my teachers,
181
552000
2000
Richard Meiers, jedan od mojih učitelja,
09:39
kept coming over to my desk to give me criticism,
182
554000
2000
dolazio mi je davati kritike,
09:41
and he would say, "Bill, you've got to understand- --
183
556000
2000
i govorio bi, "Bill, moraš razumjeti--
09:43
solar energy has nothing to do with architecture."
184
558000
8000
sunčeva energija nema ništa sa arhitekturom."
09:51
I guess he didn't read Vitruvius.
185
566000
2000
Čini se da nije čitao Vitruviusa.
09:53
In 1984, we did the first so-called "green office" in America
186
568000
4000
1984.g. radili smo prvi takozvani "zeleni ured" u Americi
09:57
for Environmental Defense.
187
572000
1000
za Ured za zaštitu okoliša.
09:58
We started asking manufacturers what were in their materials.
188
573000
3000
ispitivali smo proizvođače što je u njihovim materijalima.
10:01
They said, "They're proprietary, they're legal, go away."
189
576000
2000
Odgovorili su, "Legalni su, odlazi."
10:03
The only indoor quality work done in this country at that time
190
578000
2000
Jedino kvalitetno unutrašnje uređenje
10:05
was sponsored by R.J. Reynolds Tobacco Company,
191
580000
3000
sponzorirala je R.J. Reynoldsova tvornica duhana,
10:08
and it was to prove there was no danger
192
583000
1000
htio je dokazati da nema opasnosti
10:09
from secondhand smoke in the workplace.
193
584000
3000
od pasivnog pušenja na radnom mjestu.
10:12
So, all of a sudden, here I am, graduating from high school in 1969,
194
587000
4000
I eto me, završio srednju školu 1969.-te,
10:16
and this happens, and we realize that "away" went away.
195
591000
3000
ovo se desi, i shvatimo da je "daleko" otišlo daleko.
10:19
Remember we used to throw things away, and we'd point to away?
196
594000
4000
Sjećate se, bacali smo stvari, i pokazivali da je otišlo daleko?
10:23
And yet, NOAA has now shown us, for example --
197
598000
2000
I onda nam je NOAA pokazala, na primjer --
10:25
you see that little blue thing above Hawaii?
198
600000
2000
vidite malu plavu stvar iznad Havaja?
10:27
That's the Pacific Gyre.
199
602000
1000
Vrtlog smeća u Tihom oceanu.
10:28
It was recently dragged for plankton by scientists,
200
603000
2000
Ispitali su je znanstvenici za plankton,
10:30
and they found six times as much plastic as plankton.
201
605000
4000
i našli su šest puta više plastike nego planktona.
10:34
When asked, they said, "It's kind of like a giant toilet that doesn't flush."
202
609000
5000
Rekli su, "To je kao ogromna wc školjka, koja se ne može isprati."
10:39
Perhaps that's away.
203
614000
1000
Možda je to daleko.
10:40
So we're looking for the design rules of this --
204
615000
2000
Tražimo pravila dizajna ovoga --
10:42
this is the highest biodiversity of trees in the world, Irian Jaya,
205
617000
2000
ovo je najveća bioraznolikost drveća na svijetu, Irian Jaya,
10:44
259 species of tree, and we described this
206
619000
4000
259 vrsta drveća, i opisali smo ovo
10:48
in the book, "Cradle to Cradle."
207
623000
1000
u knjizi, "Od kolijevke do kolijevke."
10:49
The book itself is a polymer. It is not a tree.
208
624000
4000
Sama knjiga je polimer. Nije drvo.
10:53
That's the name of the first chapter -- "This Book is Not a Tree."
209
628000
3000
To je naziv prvog poglavlja -- "Ova knjiga nije drvo."
10:56
Because in poetics, as Margaret Atwood pointed out,
210
631000
3000
Jer u poeziji, kao što je Margaret Atwood istaknula,
10:59
"we write our history on the skin of fish
211
634000
2000
"pišemo našu povijest na koži riba
11:01
with the blood of bears."
212
636000
3000
sa medvjeđom krvi"
11:04
And with so much polymer, what we really need
213
639000
1000
Sa toliko polimera trebamo
11:05
is technical nutrition, and to use something
214
640000
3000
tehnički hranjivu tvar, da iskoristimo nešto
11:08
as elegant as a tree -- imagine this design assignment:
215
643000
3000
elegantno kao drvo -- zamislite dizajnerski zadatak:
11:11
Design something that makes oxygen, sequesters carbon,
216
646000
2000
Dizajniraj nešto što pravi kisik, odvaja ugljik,
11:13
fixes nitrogen, distills water, accrues solar energy as fuel,
217
648000
4000
ispravlja dušik, destilira vodu, skuplja sunčevu energiju kao gorivo,
11:17
makes complex sugars and food, creates microclimates,
218
652000
4000
stvara kompleksne šećere i hranu, stvara mikroklime,
11:21
changes colors with the seasons and self-replicates.
219
656000
6000
sezonski mijenja boje i samo se reproducira.
11:27
Well, why don't we knock that down and write on it?
220
662000
2000
Srušimo ga i pišimo po njemu.
11:29
(Laughter)
221
664000
6000
(Smijeh)
11:35
So, we're looking at the same criteria
222
670000
2000
Gledamo na iste kriterije
11:37
as most people -- you know, can I afford it?
223
672000
2000
kao većina ljudi -- mogu li si to priuštiti?
11:39
Does it work? Do I like it?
224
674000
2000
Radi li to? Sviđa li mi se?
11:41
We're adding the Jeffersonian agenda, and I come from Charlottesville,
225
676000
2000
Dodajemo Jeffersonski progam rada, dolazim iz Charlottesville-a,
11:43
where I've had the privilege of living in a house designed by Thomas Jefferson.
226
678000
4000
gdje sam imao privilegiju živjeti u kući koju je dizajnirao Thomas Jefferson.
11:47
We're adding life, liberty and the pursuit of happiness.
227
682000
6000
Mi dodajemo život, slobodu i potragu za srećom.
11:53
Now if we look at the word "competition,"
228
688000
1000
Kad pogledamo riječ natjecanje,
11:54
I'm sure most of you've used it.
229
689000
2000
siguran sam da ju je većina koristila.
11:56
You know, most people don't realize it comes from
230
691000
1000
Riječ dolazi iz
11:57
the Latin competere, which means strive together.
231
692000
3000
latinskog competere, zajedno ulagati napor.
12:00
It means the way Olympic athletes train with each other.
232
695000
3000
Dakle način na koji olimpijski atletičari vježbaju zajedno.
12:03
They get fit together, and then they compete.
233
698000
3000
Oni stasaju zajedno, i onda se natječu.
12:06
The Williams sisters compete -- one wins Wimbledon.
234
701000
2000
Sestre Williams se natječu -- jedna pobjedi Wimbledon.
12:08
So we've been looking at the idea of competition
235
703000
3000
Gledali smo na ideju natjecanja
12:11
as a way of cooperating in order to get fit together.
236
706000
4000
kao način na koji bi mogli zajedno stasati.
12:15
And the Chinese government has now --
237
710000
1000
Kineska vlada je sada --
12:16
I work with the Chinese government now --
238
711000
2000
trenutno radim sa Kineskom vladom --
12:18
has taken this up.
239
713000
2000
preuzela ovaj pristup.
12:20
We're also looking at survival of the fittest,
240
715000
2000
Također gledamo na preživljavanje najjačih,
12:22
not in just competition terms in our modern context
241
717000
2000
ne samo u terminima natjecanja u modernom svijetu
12:24
of destroy the other or beat them to the ground,
242
719000
3000
gdje moramo uništiti ili poniziti drugog,
12:27
but really to fit together and build niches
243
722000
2000
nego da se prilagodimo i izgradimo niše
12:29
and have growth that is good.
244
724000
2000
i imamo rast koji je dobar.
12:31
Now most environmentalists don't say growth is good,
245
726000
2000
Borci za okoliš govore da je rast nije dobar,
12:33
because, in our lexicon, asphalt is two words: assigning blame.
246
728000
5000
na engleskom, asfalt su dvije riječi koje dodjeljuju krivicu.
12:38
But if we look at asphalt as our growth,
247
733000
3000
Ako asfalt gledamo kao na naš rast,
12:41
then we realize that all we're doing is destroying
248
736000
2000
tad shvatimo da sve što radimo jest uništavanje
12:43
the planetary's fundamental underlying operating system.
249
738000
4000
temeljni osnovni operativni sustav planete.
12:47
So when we see E equals mc squared come along, from a poet's perspective,
250
742000
5000
Kad ugledamo kako E=mc2 dolazi, iz perspektive pjesnika,
12:52
we see energy as physics, chemistry as mass,
251
747000
2000
vidimo energiju kao fiziku, kemiju kao masu,
12:54
and all of a sudden, you get this biology.
252
749000
2000
i odjednom, dobijete biologiju.
12:56
And we have plenty of energy, so we'll solve that problem,
253
751000
3000
Imamo dosta energije, pa ćemo riješiti taj problem,
12:59
but the biology problem's tricky, because as we put through
254
754000
3000
ali problem s biologijom je problematičan, jer kako guramo
13:02
all these toxic materials that we disgorge,
255
757000
3000
sve materijale koje izbacujemo,
13:05
we will never be able to recover that.
256
760000
2000
nikad to nećemo uspjeti vratiti.
13:07
And as Francis Crick pointed out, nine years
257
762000
2000
Kako je Francis Crick pokazao, 9 godina
13:09
after discovering DNA with Mr. Watson,
258
764000
3000
nakon što je sa g. Watsonom otkrio DNA,
13:12
that life itself has to have growth as a precondition --
259
767000
4000
da sâm život kao preduvjet mora imati rast --
13:16
it has to have free energy, sunlight
260
771000
2000
mora imati slobodnu energiju, sunčevu svjetlost
13:18
and it needs to be an open system of chemicals.
261
773000
3000
i mora biti u otvorenom sustavu kemikalija.
13:21
So we're asking for human artifice to become a living thing,
262
776000
3000
Tražimo da ljudske tvorevine postanu žive stvari,
13:24
and we want growth, we want free energy from sunlight
263
779000
2000
hoćemo rast i slobodnu energiju iz sunca
13:26
and we want an open metabolism for chemicals.
264
781000
3000
i hoćemo otvoreni metabolizam za kemikalije.
13:29
Then, the question becomes not growth or no growth,
265
784000
2000
Pitanje nije rast ili bez rasta,
13:31
but what do you want to grow?
266
786000
3000
već što želite razvijati?
13:34
So instead of just growing destruction,
267
789000
2000
Umjesto da razvijamo razaranje,
13:36
we want to grow the things that we might enjoy,
268
791000
2000
želimo uzgajati stvari u kojima uživamo
13:38
and someday the FDA will allow us to make French cheese.
269
793000
3000
jednom će nam FDA dopustiti da pravimo francuski sir.
13:41
So therefore, we have these two metabolisms,
270
796000
4000
Stoga, imamo 2 metabolizma,
13:45
and I worked with a German chemist, Michael Braungart,
271
800000
2000
radio sam sa njemačkim kemičarom, Michaelom Braungartom,
13:47
and we've identified the two fundamental metabolisms.
272
802000
2000
Identificirali smo dva temeljna metabolizma.
13:49
The biological one I'm sure you understand,
273
804000
2000
Onaj biološki sam siguran da razumijete,
13:51
but also the technical one, where we take materials
274
806000
2000
ali i onaj tehnički, u kojem uzimamo materijale
13:53
and put them into closed cycles.
275
808000
2000
i stavljamo ih u zatvorene cikluse.
13:55
We call them biological nutrition and technical nutrition.
276
810000
3000
Zovemo ih biološka i tehnička hranidba.
13:58
Technical nutrition will be in an order of magnitude of biological nutrition.
277
813000
4000
Tehnička hranidba je red veličine od biološke.
14:02
Biological nutrition can supply about 500 million humans,
278
817000
3000
Biološka prehrana može snadbijevati oko 500 milijuna ljudi,
14:05
which means that if we all wore Birkenstocks and cotton,
279
820000
2000
što znači kad bi svi nosili Birkenstocks i pamuk
14:07
the world would run out of cork and dry up.
280
822000
3000
svjet bi ostao bez pluta i presušio.
14:10
So we need materials in closed cycles,
281
825000
2000
Trebaju nam materijali u zatvorenim ciklusima
14:12
but we need to analyze them down to the parts per million
282
827000
2000
ali ih moramo analizirati do milijuntitog dijela
14:14
for cancer, birth defects, mutagenic effects,
283
829000
3000
radi raka, porođajnih defekata, mutagenskih efekata,
14:17
disruption of our immune systems, biodegradation, persistence,
284
832000
3000
poremećaja u imunološkom sustavu, biodegradacije, trajnost,
14:20
heavy metal content, knowledge of how we're making them
285
835000
3000
sadržaju teških metala, znanju kako ih pravimo
14:23
and their production and so on.
286
838000
2000
njiihove prozvodnje itd.
14:25
Our first product was a textile where we analyzed 8,000 chemicals
287
840000
4000
Prvi proizvod je bio tekstil, analizirali smo 8000 kemikalija
14:29
in the textile industry.
288
844000
1000
u tekstilnoj industriji.
14:30
Using those intellectual filters, we eliminated [7,962.]
289
845000
5000
Koristeći te intelektualne filtere, eliminirali smo 9,762.
14:35
We were left with 38 chemicals.
290
850000
2000
Ostali smo sa 38 kemikalija.
14:37
We have since databased the 4000 most commonly used chemicals
291
852000
3000
Pohranili smo u bazu 4000 najčešće korištenih kemikalija
14:40
in human manufacturing, and we're releasing this database into the public in six weeks.
292
855000
5000
u ljudskoj prozvodnji, i puštamo tu bazu na korištenje javnosti za 6 tjedana.
14:45
So designers all over the world can analyze their products
293
860000
2000
Dizajneri širom svijeta mogu analizirati svoje proizvode
14:47
down to the parts per million for human and ecological health.
294
862000
5000
sve do milijuntitog dijela za ljudsko i ekološko zdravlje.
14:52
(Applause)
295
867000
5000
(Pljesak)
14:57
We've developed a protocol so that companies can send
296
872000
3000
Razvili smo protokol kojim kompanije mogu poslati
15:00
these same messages all the way through their supply chains,
297
875000
3000
ove poruke kroz svoje nabavne lance,
15:03
because when we asked most companies we work with -- about a trillion dollars
298
878000
3000
kad smo pitali većinu kompanija s kojima radimo -- oko milijardu dolara
15:06
-- and say, "Where does your stuff come from?" They say, "Suppliers."
299
881000
2000
-- i kažemo, "Odakle dolaze vaše stvari?", oni odgovore "Od dobavljača."
15:08
"And where does it go?"
300
883000
2000
"A gdje idu?"
15:10
"Customers."
301
885000
1000
"Kupcima".
15:11
So we need some help there.
302
886000
1000
Trebamo malo pomoći.
15:12
So the biological nutrients, the first fabrics --
303
887000
2000
Za biološke hranjive tvari, prve tkanine --
15:14
the water coming out was clean enough to drink.
304
889000
2000
voda koja je izlazila je bila pitka.
15:16
Technical nutrients -- this is for Shaw Carpet, infinitely reusable carpet.
305
891000
4000
Tehničke hranjive tvari -- od kompanije Shaw, beskonačno preradivi tepih.
15:20
Here's nylon going back to caprolactam back to carpet.
306
895000
3000
Ovdje je najlon koji ide nazad u caprolactam pa nazad u tepih.
15:23
Biotechnical nutrients -- the Model U for Ford Motor,
307
898000
3000
Biotehnički hranjive tvari -- model U za Ford Motore,
15:26
a cradle to cradle car -- concept car.
308
901000
2000
od kolijevke do kolijevke -- konceptualni auto.
15:28
Shoes for Nike, where the uppers are polyesters, infinitely recyclable,
309
903000
4000
Nike tenisice, gornji slojevi poliesteri, beskonačno preradivi,
15:32
the bottoms are biodegradable soles.
310
907000
3000
A donji dijelovi biorazgradivi đonovi.
15:35
Wear your old shoes in, your new shoes out.
311
910000
2000
Iznosite svoje stare cipele, pa vaše nove.
15:37
There is no finish line.
312
912000
2000
Ne postoji ciljna linija.
15:39
The idea here of the car is that some of the materials
313
914000
2000
Ideja auta kod kojeg neki od materijala
15:41
go back to the industry forever, some of the materials go back to soil --
314
916000
3000
idu nazad u industriju zauvijek, a jedan dio materijala nazad u tlo --
15:44
it's all solar-powered.
315
919000
2000
sve radi na sunčevu energiju.
15:46
Here's a building at Oberlin College we designed
316
921000
2000
Zgrada Oberlin fakulteta koju smo dizajnirali
15:48
that makes more energy than it needs to operate and purifies its own water.
317
923000
4000
proizvodi više energije nego što joj treba i pročiščava svoju vodu.
15:52
Here's a building for The Gap, where the ancient grasses
318
927000
2000
Zgrada The Gap, gdje su prastare trave
15:54
of San Bruno, California, are on the roof.
319
929000
4000
San Bruna, Kalifornije, na krovu.
15:58
And this is our project for Ford Motor Company.
320
933000
2000
Ovo je naš projekat za Ford Motor Company,
16:00
It's the revitalization of the River Rouge in Dearborn.
321
935000
2000
revitalizacija rijeke Rouge u Dearborn-u.
16:02
This is obviously a color photograph.
322
937000
4000
Ovo je očigledno fotografija u boji.
16:06
These are our tools. These are how we sold it to Ford.
323
941000
4000
Ovo su naši alati. Ovako smo to prodali Fordu.
16:10
We saved Ford 35 million dollars doing it this way, day one,
324
945000
3000
Uštedili smo Fordu 35 milijuna dolara radeći to tako, na prvi dan,
16:13
which is the equivalent of the Ford Taurus
325
948000
2000
što je jednako Ford Taurus-u
16:15
at a four percent margin of an order for 900 million dollars worth of cars.
326
950000
4000
sa marginom od četiri posto na narudžbi auta u vrijednosti od 900 milijuna dolara.
16:19
Here it is. It's the world's largest green roof, 10 and a half acres.
327
954000
3000
Ovo je najveći zeleni krov na svijetu, 10 i pol jutara.
16:22
This is the roof, saving money,
328
957000
3000
Ovo je krov, koji štedi novac,
16:25
and this is the first species to arrive here. These are killdeer.
329
960000
4000
i ovo je prva vrsta da se doseli ovdje. Ovo su ptice kulik.
16:29
They showed up in five days.
330
964000
3000
Pojavile su se za pet dana.
16:32
And we now have 350-pound auto workers
331
967000
2000
Sad imamo auto mehaničare od 180 kg
16:34
learning bird songs on the Internet.
332
969000
4000
koji uče cvrkute ptica na internetu.
16:38
We're developing now protocols for cities --
333
973000
2000
Razvijamo nove protokole za gradove --
16:40
that's the home of technical nutrients.
334
975000
2000
to je dom tehnički hranjivih tvari.
16:42
The country -- the home of biological. And putting them together.
335
977000
3000
Zemlja -- dom bioloških. I staviti ih zajedno.
16:45
And so I will finish by showing you a new city
336
980000
2000
I završit ću sa prikazom novog grada
16:47
we're designing for the Chinese government.
337
982000
2000
koji dizajniramo za kinesku vladu.
16:49
We're doing 12 cities for China right now,
338
984000
3000
Trenutno radimo 12 gradova za Kinu,
16:52
based on cradle to cradle as templates.
339
987000
2000
na temeljima od kolijevke do kolijevke.
16:54
Our assignment is to develop protocols for the housing
340
989000
3000
Naš zadatak je razviti protokole za smještaj
16:57
for 400 million people in 12 years.
341
992000
2000
za 400 milijuna ljudi u 12 godina.
16:59
We did a mass energy balance -- if they use brick,
342
994000
2000
Balansirali smo masu i energiju -- koristeći ciglu,
17:01
they will lose all their soil and burn all their coal.
343
996000
3000
izgubili bi svo tlo i spalili sav ugalj.
17:04
They'll have cities with no energy and no food.
344
999000
2000
Imali bi gradove bez energije i hrane.
17:06
We signed a Memorandum of Understanding --
345
1001000
2000
potpisali smo Memorandum razumijevanja --
17:08
here's Madam Deng Nan, Deng Xiaoping's daughter --
346
1003000
2000
ovdje je gospođa Deng Lan, kćerka Deng Xiaopinga --
17:10
for China to adopt cradle to cradle.
347
1005000
2000
za Kinu da usvoji od kolijevke do kolijevke.
17:12
Because if they toxify themselves, being the lowest-cost producer,
348
1007000
4000
Ako se otruju, uzimajući proizvođača s najnižom cijenom,
17:16
send it to the lowest-cost distribution -- Wal-Mart --
349
1011000
2000
šaljući distributeru s najnižom cijenom -- Wal-martu --
17:18
and then we send them all our money, what we'll discover is that
350
1013000
3000
i onda da im mi pošaljemo sav naš novac, vidjet ćemo
17:21
we have what, effectively, when I was a student,
351
1016000
3000
da imamo što se zvalo, kad sam ja bio student,
17:24
was called mutually assured destruction.
352
1019000
3000
uzajamno osigurano uništenje.
17:27
Now we do it by molecule. These are our cities.
353
1022000
3000
Sad radimo sa molekulama. Ovo su naši gradovi.
17:30
We're building a new city next to this city; look at that landscape.
354
1025000
3000
Gradimo grad pokraj ovoga; pogledajte taj krajolik.
17:33
This is the site.
355
1028000
2000
Ovo je mjesto izgradnje.
17:35
We don't normally do green fields, but this one is about to be built,
356
1030000
4000
Obično ne radimo na zelenim poljima, ali ovaj će upravo biti izgrađen,
17:39
so they brought us in to intercede.
357
1034000
2000
pa su nas doveli da posredujemo.
17:41
This is their plan.
358
1036000
2000
Ovo je njihov plan.
17:43
It's a rubber stamp grid that they laid right on that landscape.
359
1038000
3000
To je otisak koji su postavili direktno na krajobraz.
17:46
And they brought us in and said, "What would you do?"
360
1041000
3000
Doveli su nas i pitali "Što bi ste vi uradili?"
17:49
This is what they would end up with, which is another color photograph.
361
1044000
4000
Ovo bi dobili, još jednu fotografiju u boji.
17:53
So this is the existing site, so this is what it looks like now,
362
1048000
3000
Ovo je postojeće mjesto. Ovako trenutno izgleda,
17:56
and here's our proposal.
363
1051000
2000
a ovdje je naš prijedlog.
17:58
(Applause)
364
1053000
4000
(Pljesak)
18:02
So the way we approached this
365
1057000
2000
Prišli smo ovome tako
18:04
is we studied the hydrology very carefully.
366
1059000
2000
da smo pomno proučili hidrologiju.
18:06
We studied the biota, the ancient biota,
367
1061000
2000
Proučili smo biotu, prastaru biotu,
18:08
the current farming and the protocols.
368
1063000
2000
trenutnu zemljoradnju i protokole.
18:10
We studied the winds and the sun to make sure everybody in the city
369
1065000
2000
Studirali smo vjetrove i sunce kako bi osigurali da svi u gradu
18:12
will have fresh air, fresh water and direct sunlight
370
1067000
6000
imaju svjež zrak, vodu i sunčevu svjetlost
18:18
in every single apartment at some point during the day.
371
1073000
3000
u svakom apartmanu u nekom dijelu dana.
18:21
We then take the parks and lay them out as ecological infrastructure.
372
1076000
4000
Uzmemo u obzir parkove i postavimo ih kao ekološku infrastrukturu.
18:25
We lay out the building areas.
373
1080000
3000
Postavljamo područja za zgrade.
18:28
We start to integrate commercial and mixed use
374
1083000
1000
integriramo komercijalnu i miješanu uporabu
18:29
so the people all have centers and places to be.
375
1084000
3000
da svi ljudi imaju centre i mjesta za izlazak.
18:32
The transportation is all very simple,
376
1087000
2000
Transport je veoma jednostavan,
18:34
everybody's within a five-minute walk of mobility.
377
1089000
3000
svatko je na 5 minuta hoda od prometa.
18:37
We have a 24-hour street, so that there's always a place that's alive.
378
1092000
5000
Imamo 24 sata aktivne ulice, uvijek ima mjesto koje je živo.
18:42
The waste systems all connect.
379
1097000
2000
Sustavi za otpad su povezani.
18:44
If you flush a toilet, your feces will go to the sewage treatment plants,
380
1099000
5000
Kad pustite vodu, fekalije idu u tvornicu za tretiranje kanalizacije,
18:49
which are sold as assets, not liabilities.
381
1104000
2000
koje se prodaju kao vrijednost a ne trošak.
18:51
Because who wants the fertilizer factory that makes natural gas?
382
1106000
4000
Jer tko bi htio tvornicu gnojiva koja stvara prirodni plin?
18:55
The waters are all taken in to construct the wetlands for habitat restorations.
383
1110000
5000
Sve vode su iskorištene za izgradnju močvara za restauraciju habitata.
19:00
And then it makes natural gas, which then goes back into the city
384
1115000
4000
I onda se stvara prirodni plin, koji ide nazad u grad
19:04
to power the fuel for the cooking for the city.
385
1119000
4000
da napaja grad sa gorivom za kuhanje.
19:08
So this is -- these are fertilizer gas plants.
386
1123000
2000
Ovo su plinske elektrane iz gnojiva.
19:10
And then the compost is all taken back
387
1125000
3000
I onda se kompost vraća
19:13
to the roofs of the city, where we've got farming,
388
1128000
2000
na krovove grada, gdje imamo obrađivanje zemlje,
19:15
because what we've done is lifted up the city,
389
1130000
4000
jer ono što smo uradili jeste da smo podigli grad,
19:19
the landscape, into the air to -- to restore the native landscape
390
1134000
7000
okoliš, u zrak -- da vratimo lokalni krajobraz
19:26
on the roofs of the buildings.
391
1141000
2000
na krovovima zgrada.
19:28
The solar power of all the factory centers
392
1143000
3000
Sunčeva energija iz tvorničkih centara
19:31
and all the industrial zones with their light roofs powers the city.
393
1146000
3000
i svih industrijskih zona će napajati grad.
19:34
And this is the concept for the top of the city.
394
1149000
2000
Ovo je koncept za krov grada.
19:36
We've lifted the earth up onto the roofs.
395
1151000
4000
Podigli smo zemlju na krovove.
19:40
The farmers have little bridges to get from one roof to the next.
396
1155000
4000
Zemljoradnici imaju male mostove sa jednog krova na drugi.
19:44
We inhabit the city with work/live space on all the ground floors.
397
1159000
4000
Naselimo grad sa prostorima za život i rad na razini tla.
19:48
And so this is the existing city, and this is the new city.
398
1163000
5000
I ovo je postojeći grad, a ovo je novi grad.
19:53
(Applause)
399
1168000
14000
(Pljesak)
ABOUT THE SPEAKER
William McDonough - ArchitectArchitect William McDonough believes green design can prevent environmental disaster and drive economic growth. He champions “cradle to cradle” design, which considers a product's full life cycle -- from creation with sustainable materials to a recycled afterlife.
Why you should listen
Architect William McDonough practices green architecture on a massive scale. In a 20-year project, he is redesigning Ford's city-sized River Rouge truck plant and turning it into the Rust Belt's eco-poster child, with the world's largest "living roof" for reclaiming storm runoff. He has created buildings that produce more energy and clean water than they use. He is building the future of design on the site of the future of exploration: the NASA Sustainability Base. Oh, and he's designing seven entirely new and entirely green cities in China.
Bottom-line economic benefits are another specialty of McDonough's practice. A tireless proponent of the idea that absolute sustainability and economic success can go hand-in-hand, he's designed buildings for the Gap, Nike, Frito-Lay and Ford that have lowered corporate utility bills by capturing daylight for lighting, using natural ventilation instead of AC, and heating with solar or geothermal energy. They're also simply nicer places to work, surrounded by natural landscaping that gives back to the biosphere, showcasing their innovative culture.
In 2002, McDonough co-wrote Cradle to Cradle, which proposes that designers think as much about what happens at the end of a product's life cycle as they do about its beginning. (The book itself is printed on recyclable plastic.) From this, he is developing the Cradle to Cradle community, where like-minded designers and businesspeople can grow the idea. In 2012, McDonough began collaborating with Stanford University Libraries on a “living archive” of his work and communications. He has been awarded three times by the US government, and in 2014, McDonough was appointed as Chair of the Meta-Council on the Circular Economy by the World Economic Forum.
William McDonough | Speaker | TED.com