TED2005
Ross Lovegrove: Organic design, inspired by nature
Ross Lovegrove vorbeste despre design-urile organice
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Designer-ul Ross Lovegrove isi expune filozofia despre design-urile "fara grasime" si ofera perspective asupra cateva dintre produsele sale extraordinare, printre care sticla de apa Ty Nant si scaunul Go.
Ross Lovegrove - Industrial designer
Known as "Captain Organic," Ross Lovegrove embraces nature as the inspiration for his "fat-free" design. Each object he creates -- be it bottle, chair, staircase or car -- is reduced to its essential elements. His pieces offer minimal forms of maximum beauty. Full bio
Known as "Captain Organic," Ross Lovegrove embraces nature as the inspiration for his "fat-free" design. Each object he creates -- be it bottle, chair, staircase or car -- is reduced to its essential elements. His pieces offer minimal forms of maximum beauty. Full bio
Double-click the English transcript below to play the video.
00:25
My name is Lovegrove. I only know nine Lovegroves,
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Numele meu e Lovegrove. Cunosc doar noua Lovegrove,
00:28
two of which are my parents.
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doi dintre ei sunt parintii mei.
00:30
They are first cousins, and you know what happens when, you know --
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Ei sunt verisori primari, si stiti ce se intampla cand, stiti voi --
00:35
so there's a terribly weird freaky side to me,
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asa ca am o latura teribil de ciudata,
00:40
which I'm fighting with all the time. So to try and get through today,
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cu care ma lupt tot timpul. Asa ca, pentru a trece cu bine ziua de astazi,
00:44
I've kind of disciplined myself with an 18-minute talk.
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am incercat sa ma disciplinez cu un discurs de 18 minute.
00:48
I was hanging on to have a pee.
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Ma abtineam sa urinez.
00:49
I thought perhaps if I was hanging on long enough,
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Ma gandeam ca daca ma tin destul de mult,
00:51
that would guide me through the 18 minutes.
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o sa fiu concentrat la cele 18 minute.
00:54
(Laughter)
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(Rasete)
00:56
Okay. I am known as Captain Organic,
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Ok. Mi se spune Capitan Organic,
01:02
and that's a philosophical position as well as an aesthetic position.
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ceea ce e o pozitie filozofica, dar si una estetica.
01:07
But today what I'd like to talk to you about is that love of form
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Dar astazi as vrea sa va vorbesc despre iubirea formei
01:11
and how form can touch people's soul and emotion.
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si cum poate forma sa atinga sufletele si emotiile oamenilor.
01:17
Not very long ago, not many thousands of years ago,
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Nu cu mult timp in urma, nu cu multe mii de ani in urma,
01:22
we actually lived in caves,
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chiar traiam in pesteri,
01:24
and I don't think we've lost that coding system.
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si nu cred ca ne-am pierdut acel sistem de codare.
01:28
We respond so well to form,
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Raspundem atat de bine la forma,
01:31
but I'm interested in creating intelligent form.
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dar ce ma intereseaza pe mine este crearea formei inteligente.
01:33
I'm not interested at all in blobism
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Nu ma intereseaza deloc blobism-ul
01:35
or any of that superficial rubbish that you see coming out as design.
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sau orice alt gunoi superficial caruia i se da numele de design.
01:40
These -- this artificially induced consumerism -- I think it's atrocious.
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Aceste -- acest consumerism indus artificial -- cred ca este o atrocitate.
01:45
My world is the world of people like
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Lumea mea e lumea unor oameni ca
01:47
Amory Lovins, Janine Benyus, James Watson.
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Amory Lovins, Janine Benyus, James Watson.
01:52
I'm in that world, but I work purely instinctively.
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Sunt in acea lumea, dar lucrez pur si simplu din instinct.
01:55
I'm not a scientist. I could have been, perhaps,
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Nu sunt un om de stiinta. Poate ca as fi putut sa fiu unul,
01:58
but I work in this world where I trust my instincts.
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dar lucrez in aceasta lume unde am incredere in instinctele mele.
02:01
So I am a 21st-century translator of technology
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Deci sunt un traducator al secolului 21 care traduce tehnologia
02:08
into products that we use everyday and relate beautifully and naturally with.
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in produse pe care le folosim zi de zi si cu care relationam in mod natural si frumos.
02:13
And we should be developing things --
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Si ar trebui sa dezvoltam lucruri --
02:15
we should be developing packaging for ideas which elevate people's perceptions
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ar trebui sa dezvoltam ambalajul pentru idei care amplifica perceptiile oamenilor
02:20
and respect for the things that we dig out of the earth
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si respectul acestora pentru lucrurile pe care le scoatem din pamant
02:24
and translate into products for everyday use.
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si le transformam in produse folosite zilnic.
02:26
So, the water bottle.
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Deci, sticla de apa.
02:28
I'll begin with this concept of what I call DNA.
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O sa incep cu acest concept pe care il numesc DNA.
02:31
DNA: Design, Nature, Art. These are the three things that condition my world.
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DNA: design, natura, arta. Acestea sunt cele trei lucruri care imi conditioneaza lumea.
02:36
Here is a drawing by Leonardo da Vinci,
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Iata un desen de Leonardo da Vinci,
02:39
500 years ago, before photography.
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facut cu 500 de ani in urma, inainte de a se inventa fotografia.
02:41
It shows how observation, curiosity and instinct work to create amazing art.
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Ne arata cum observarea, curiozitatea si instinctul lucreaza impreuna pentru a crea o arta uimitoare.
02:50
Industrial design is the art form of the 21st century.
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Designul industrial este forma de arta a secolului 21.
02:52
People like Leonardo -- there have not been many --
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Oamenii ca Leonardo -- si nu au fost multi --
02:56
had this amazingly instinctive curiosity.
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aveau aceasta curiozitate incredibil de instinctiva.
03:00
I work from a similar position.
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Eu lucrez intr-o pozitie similara.
03:01
I don't want to sound pretentious saying that,
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Nu vreau sa sune pretentios,
03:03
but this is my drawing made on a digital pad a couple of years ago --
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dar acesta este desenul meu facut pe o platforma digitala acum cativa ani --
03:07
well into the 21st century, 500 years later.
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in secolul 21, 500 mai tarziu.
03:10
It's my impression of water.
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Este impresia mea despre apa.
03:13
Impressionism being the most valuable art form on the planet as we know it:
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Impresionismul fiind una dintre cele mai valoroase forme de arte de pe planeta, asa cum o stim:
03:16
100 million dollars, easily, for a Monet.
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un tablou de Monet costa, pe putin, 100 de milioane de dolari.
03:18
I use, now, a whole new process.
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Acum, folosesc un proces cu totul nou.
03:21
A few years ago I reinvented my process to keep up with people like
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In urma cu cativa ani, am reinventat procesul pentru a tine pasul cu oameni precum
03:23
Greg Lynn, Tom Main, Zaha Hadid, Rem Koolhaas --
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Greg Lynn, Tom Main, Zaha Hadid, Rem Koolhas --
03:27
all these people that I think are persevering and pioneering
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despre care eu cred ca persevereaza si inoveaza
03:30
with fantastic new ideas of how to create form.
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cu noi idei fantastice si noi metode de a crea forma.
03:34
This is all created digitally.
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Aceasta este o creatie complet digitala.
03:36
Here you see the machining, the milling of a block of acrylic.
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Aici vedeti prelucrarea, frezarea unui bloc de acrilic.
03:39
This is what I show to the client to say, "That's what I want to do."
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Este ceea ce arat clientului, spune "Asta vreau sa fac".
03:42
At that point, I don't know if that's possible at all.
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In acel moment, nu stiu daca este posibil.
03:45
It's a seductor, but I just feel in my bones that that's possible.
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Este seducator, dar pur si simplu simt ca acest lucru este posibil.
03:51
So we go. We look at the tooling. We look at how that is produced.
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Asa ca mergem. Ne uitam la instrumente. Ne uitam la felul in care este produs.
03:55
These are the invisible things that you never see in your life.
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Sunt lucrurile invizibile pe care nu le vezi nicioadata in viata ta.
03:57
This is the background noise of industrial design.
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Acesta este sunetul de fundal al design-ului industrial.
04:00
That is like an Anish Kapoor flowing through a Richard Serra.
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Este ca o sculptura de Anish Kapoor curgand printr-o sculptura de Richard Serra.
04:04
It is more valuable than the product in my eyes. I don't have one.
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Este mai valoros decat produsul, in ochii mei. Eu nu am unul.
04:07
When I do make some money, I'll have one machined for myself.
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Cand o sa fac ceva bani, o sa confectionez unul si pentru mine.
04:10
This is the final product. When they sent it to me, I thought I'd failed.
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Acesta este produsul final. Cand mi l-au trimis, am crezut ca am esuat.
04:14
It felt like nothing. It has to feel like nothing.
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Nu inspira niciun sentiment. Asa si trebuie.
04:17
It was when I put the water in that I realized that I'd put a skin on water itself.
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Abia atunci cand am turnat apa am inteles ca e ca o piele pentru apa in sine.
04:21
It's an icon of water itself,
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Este un simbol al apei,
04:23
and it elevates people's perception of contemporary design.
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si mareste perceptia oamenilor in ceea ce priveste design-ul contemporan.
04:27
Each bottle is different, meaning the water level will give you a different shape.
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Fiecare sticla este diferita, ceea ce inseamna ca nivelul apei va rezulta intr-o forma diferita.
04:31
It's mass individualism from a single product. It fits the hand.
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Este individualism de masa redat de un singur obiect. Incape in mana.
04:35
It fits arthritic hands. It fits children's hands.
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Incape in mainile bolnavilor de artrita. Incape in mainile copiilor.
04:37
It makes the product strong, the tessellation.
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Intareste produsul, mozaicarea.
04:39
It's a millefiori of ideas.
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Este un millefiori de idei.
04:42
In the future they will look like that, because we need to move away
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In viitor vor arata asa, pentru ca trebuie sa ne indepartam
04:46
from those type of polymers and use that for medical equipment
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de acel tip de polimeri si sa-i folosim pentru echipmanet medical
04:48
and more important things, perhaps, in life.
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sau alte lucruri mai importante, poate, din viata.
04:51
Biopolymers, these new ideas for materials,
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Biopolimerii, aceste noi idei de materiale,
04:54
will come into play in probably a decade.
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vor intra in joc intr-un deceniu, probabil.
04:56
It doesn't look as cool, does it?
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Nu arata la fel de interesant, nu-i asa?
04:58
But I can live up to that. I don't have a problem with that.
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Dar pot sa ma ridic la nivelul asteptarilor. Nu am o problema cu asta.
05:01
I design for that condition, biopolymers. It's the future.
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Creez design pentru aceste conditii, biopolimerii. Acesta este viitorul.
05:06
I took this video in Cape Town last year.
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Am filmat acest clip in Cape Town, anul trecut.
05:08
This is the freaky side coming out.
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Aceasta este partea ciudata care iese la iveala.
05:10
I have this special interest in things like this which blow my mind.
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Ma intereseaza in mod special aceste lucruri care ma coplesesc.
05:14
I don't know whether to, you know, drop to my knees, cry;
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Nu stiu daca sa cad, stiti voi, in genunchi si sa plang.
05:17
I don't know what I think. But I just know that nature improves
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Nu stiu ce sa cred, dar stiu ca natura imbunatateste
05:25
with ever-greater purpose that which once existed,
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dand un scop mai important acelui lucru care exista deja,
05:30
and that strangeness is a consequence of innovative thinking.
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si ca ciudatenia este o consecinta a gandirii inovatoare.
05:33
When I look at these things, they look pretty normal to me.
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Cand ma uit la aceste lucruri, ele par normale pentru mine.
05:36
But these things evolved over many years, and now what we're trying to do --
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Dar ele au evoluat in decursul a mai multi ani, iar ce incercam sa facem noi acum --
05:39
I get three weeks to design a telephone.
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primesc un termen de 3 saptamani pentru a veni cu design-ul unui telefon.
05:41
How the hell do I do a telephone in three weeks,
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Cum sa fac un telefon in trei saptamani,
05:43
when you get these things that take hundreds of million years to evolve?
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cand aceste lucruri au nevoie de sute de milioane de ani pentru a evolua?
05:47
How do you condense that?
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Cum restrangi acest timp?
05:48
It comes back to instinct.
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Are legatura cu instinctul.
05:50
I'm not talking about designing telephones that look like that,
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Nu vorbesc despre telefoane care arata asa,
05:52
and I'm not looking at designing architecture like that.
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si nu ma uit la design-uri arhitecturale care arata asa.
05:55
I'm just interested in natural growth patterns,
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Ma intereseaza numai structurile cresterii naturale,
05:57
and the beautiful forms that only nature really creates.
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si formele frumoase pe care numai natura le poate crea.
06:02
How that flows through me and how that comes out
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Cum curge asta prin mine si care este rezultatul
06:04
is what I'm trying to understand.
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este ceea ce incerc sa inteleg.
06:06
This is a scan through the human forearm. It's then blown up through
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Aceasta este o scanare a antebratului uman. Este apoi amplificat prin
06:10
rapid prototyping to reveal the cellular structure. I have these in my office.
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prototipare rapida, pentru a dezvalui structura celulara. Am aceste desene in birou.
06:15
My office is a mixture of the Natural History Museum and a NASA space lab.
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Biroul meu este un amestec intre Muzeul de Istorie Nationala si un laborator NASA.
06:20
It's a weird, kind of freaky place.
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Este un loc nefiresc, putin ciudat.
06:23
This is one of my specimens.
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Acesta este unul din exemplarele facute de mine.
06:25
This is made -- bone is made from a mixture of inorganic minerals and polymers.
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Este facut -- osul este facut dintr-un amestec de minerale anorganice si polimeri.
06:33
I studied cooking in school for four years, and in that experience,
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Am studiat arta culinara in scoala timp de patru ani si, in acea experienta,
06:38
which was called "domestic science," it was a bit of a cheap trick
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care se numea stiinta domestica, un truc ieftin pentru
06:40
for me to try and get a science qualification.
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a obtine o calificare stiintifica.
06:43
(Laughter)
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(Rasete)
06:45
Actually, I put marijuana in everything I cooked -- (Laughter)
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De fapt, puneam marijuana in tot ce gateam -- (Rasete)
06:49
-- and I had access to all the best girls. It was fabulous.
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-- si aveam acces la cele mai bune fete. Era fabulos.
06:51
All the guys in the rugby team couldn't understand, but anyway --
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Baietii din echipa de rugby nu intelegeau, dar oricum --
06:54
this is a meringue. This is another sample I have.
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aceasta este o bezea. Este un alt exemplu pe care il am.
06:56
A meringue is made exactly the same way, in my estimation, as a bone.
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Bezeaua este facuta exact in acelasi mod, dupa estimarile mele, ca si osul.
07:00
It's made from polysaccharides and proteins.
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Este facuta din poizaharide si proteine.
07:04
If you pour water on that, it dissolves.
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Daca torni apa deasupra, se dizolva.
07:06
Could we be manufacturing from foodstuffs in the future?
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Am putea sa facem produse din mancare in viitor?
07:10
Not a bad idea. I don't know. I need to talk to Janine
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Nu e o idee rea. Nu stiu. Trebuie sa vorbesc cu Janine
07:12
and a few other people about that, but I believe instinctively
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si cu cativa alti oameni despre asta, dar cred instinctual
07:16
that that meringue can become something, a car -- I don't know.
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care bezeaua poate deveni ceva, o masina -- nu stiu.
07:20
I'm also interested in growth patterns:
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Ma mai intereseaza modelele de crestere:
07:22
the unbridled way that nature grows things so you're not restricted by form at all.
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felul neinfranat in care natura creste lucrurile astfel incat forma sa nu fie o restrictie.
07:29
These interrelated forms, they do inspire everything I do
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Toate aceste forme interconectate ma inspira in tot ceea ce fac
07:33
although I might end up making something incredibly simple.
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desi as putea ajunge sa fac ceva incredibil de simplu.
07:36
This is a detail of a chair that I've designed in magnesium.
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Acesta este un detaliu de scaun, facut din magneziu.
07:40
It shows this interlocution of elements and the beauty of kind of engineering
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Arata dialogul dintre elemente si frumusetea gandirii ingineresti
07:45
and biological thinking, shown pretty much as a bone structure.
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si biologice, reprezentate in principiu ca o structura osoasa.
07:49
Any one of those elements you could sort of hang on the wall as some kind of art object.
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Oricare dintre aceste elemente poate fi atarnat pe un perete, sub forma unui obiect de arta.
07:53
It's the world's first chair made in magnesium.
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Este primul scaun din lume facut din magneziu.
07:56
It cost 1.7 million dollars to develop. It's called "Go" by Bernhardt, USA.
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Producerea lui costa 1,7 milioane de dolari. Se cheama Go by Bernhardt, USA.
08:01
It went into Time magazine in 2001
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A aparut in revista Time in 2001
08:05
as the new language of the 21st century.
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reprezentand noua limba a secolului 21.
08:07
Boy. For somebody growing up in Wales in a little village, that's enough.
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Frate. Pentru cineva crescut intr-un satuc din Tara Galilor, este destul.
08:12
It shows how you make one holistic form, like the car industry,
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Arata cum faci o forma holistica, ca in industria auto,
08:15
and then you break up what you need.
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si cum apoi dezmembrezi ceea ce ai nevoie.
08:17
This is an absolutely beautiful way of working.
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Este un mod de lucru absolut minunat.
08:19
It's a godly way of working.
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Este un mod de lucru divin.
08:21
It's organic and it's essential.
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Este organic si esential.
08:24
It's an absolutely fat-free design, and when you look at it,
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Este un design absolut fara umpluturi si cand te uiti la el.
08:26
you see human beings. Bless you.
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vezi fiintele umane. Esti binecuvantat.
08:29
When that moves into polymers, you can change the elasticity, the fluidity of the form.
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Cand se aplica la polimeri, poti schimba elasticitatea, fluiditatea formei.
08:35
This is an idea for a gas-injected, one-piece polymer chair.
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Aceasta este o idee de scaun dintr-o bucata facut dintr-un polimer injectat.
08:39
What nature does is it drills holes in things. It liberates form.
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Natura formeaza gauri in lucruri. Da libertate formei.
08:43
It takes away anything extraneous. That's what I do.
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Indeparteaza tot ce este surplus. Asta fac si eu.
08:46
I make organic things which are essential.
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Fac lucuri organice care sunt esentiale.
08:48
I don't -- and they look funky too -- but
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Arata si funky dar
08:51
I don't set out to make funky things because I think that's an absolute disgrace.
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nu plec de la ideea de a face lucruri funky pentru ca ar fi un lucru absolut rusinos.
08:54
I set out to look at natural forms.
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Pornesc de la formele naturale.
08:57
If you took the idea of fractal technology further, take a membrane,
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Daca ducem ideea de tehnologie a fractalilor mai departe, sa luam exemplul unei membrane,
09:01
shrinking it down constantly like nature does --
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micsorand-o constant asa cum face natura:
09:04
that could be a seat for a chair;
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aceasta ar putea fi sezutul unui scaun,
09:05
it could be a sole for a sports shoe;
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ar putea fi talpa unui pantof sport,
09:07
it could be a car blending into seats.
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ar putea fi o masina.
09:10
Wow. Let's go for it. That's the kind of stuff.
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Wow. Haideti sa facem asta. Asta trebuie facut.
09:13
This is what exists in nature. Observation now allows us to
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Asta exista in natura. Observatia ne va permite sa
09:17
bring that natural process into the design process every day. That's what I do.
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importam procesele din natura in procesul de design, din viata de zi cu zi. Asta fac.
09:22
This is a show that's currently on in Tokyo.
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Asta e o expozitie care acum e in Tokyo.
09:25
It's called "Superliquidity." It's my sculptural investigation.
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Se numeste Superlichiditate. Este o investigatie sculpturala, facuta de mine.
09:28
It's like 21st-century Henry Moore. When you see a Henry Moore
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E ca un Henry Moore al secolului 21. Cand vezi o opera semnata de Moore
09:32
still, your hair stands up. There's some amazing spiritual connect.
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ti se ridica parul. Apare o conexiune spirituala uimitoare.
09:37
If he was a car designer, phew, we'd all be driving one.
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Daca ar fi fost designer de masini, am fi condus cu totii una facuta de el.
09:41
In his day, he was the highest taxpayer in Britain.
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Pe vremea lui, platea cele mai mare taxe din Marea Britanie.
09:44
That is the power of organic design.
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Aceasta este puterea design-ului organic.
09:47
It contributes immensely to our sense of being,
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Contribuie la simtul nostru de a fi,
09:53
our sense of relationships with things,
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simtul de relationare cu alte lucruri,
09:55
our sensuality and, you know, the sort of --
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senzualitatea si, stiti voi, genul acel de --
09:57
even the sort of socio-erotic side, which is very important.
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pana si partea socio-erotica, care este foarte importanta.
10:01
This is my artwork. This is all my process.
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Aceasta este creatia mea. Acesta este tot procesul meu.
10:04
These actually are sold as artwork.
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Acestea sunt vandute drept opere de arta.
10:06
They're very big prints. But this is how I get to that object.
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Sunt printuri foarte mari. Dar asa ajung eu la acel obiect.
10:10
Ironically, that object was made by the Killarney process,
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In mod ironic, acel obiect a fost creat de procesul Killarney,
10:14
which is a brand-new process here for the 21st century,
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care este un proces nou-nout pentru secolul 21,
10:16
and I can hear Greg Lynn laughing his socks off as I say that.
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si parca il aud pe Greg Lynn razand de mama focului, in timp ce spun asta.
10:19
I'll tell you about that later.
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O sa va vorbesc mai tarziu despre asta.
10:21
When I look into these data images, I see new things.
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Cand ma uit la aceste imagini, vad lucruri noi.
10:27
I'm self -- it's self-inspired. Diatomic structures, radiolaria,
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Sunt auto-inspirat. Structuri moleculare diatomice, radiolarii,
10:31
the things that we couldn't see but we can do now --
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lucrurile pe care nu le puteam vedea dar le putem face acum.
10:33
these, again, are cored out. They're made virtually from nothing.
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Acestea sunt golite de continut. Ele sunt facute practic din nimic.
10:36
They're made from silica. Why not structures from cars like that?
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Sunt facute din silice. De ce nu structuri de masini de genul asta?
10:41
Coral, all these natural forces, take away what they don't need
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Coralul, toate aceste forte naturale elimina ceea ce nu au nevoie
10:46
and they deliver maximum beauty.
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si ofera frumusete maxima.
10:49
We need to be in that realm. I want to do stuff like that.
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Noi trebuie sa fim in acel taram. Vreau sa fac lucruri de aceasta maniera.
10:53
This is a new chair which should come on the market in September.
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Acesta este un scaun nou care ar trebui sa iasa pe piata in septembrie.
10:56
It's for a company called Moroso in Italy.
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Este pentru o companie numita Moroso din Italia.
10:58
It's a gas-injected polymer chair.
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Este un scaun din polimer injectat cu gaz.
11:00
Those holes you see there are very filtered-down,
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Aceste gauri pe care le vedeti colo sunt foarte mici,
11:03
watered-down versions of the extremity of the diatomic structures.
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versiuni reduse ale extremitatilor structurilor diatomice.
11:07
It goes with the flow of the polymer and you'll see --
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Merge pe directia polimerului si veti vedea --
11:10
there's an image coming up right now that shows the full thing.
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urmeaza o imagine care va arata imaginea in ansamblu.
11:13
It's great to have companies in Italy who support this way of dreaming.
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Este extraordinar ca exista companii in Italia care sustin acest fel de a visa.
11:17
If you see the shadows that come through that,
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Daca vedeti umbrele care vin prin scaun,
11:19
they're actually probably more important than the product,
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acestea sunt probabil mai importante decat produsul in sine
11:21
but it's the minimum it takes.
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dar nici nu are nevoie de mai mult.
11:23
The coring out of the back lets you breathe.
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Spatarul lipsit de continut te lasa sa respiri.
11:25
It takes away any material you don't need
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Indeparteaza orice material de care nu ai nevoie
11:27
and it actually garners flexure too, so --
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si de fapt inmagazineaza forma, deci --
11:31
I was going to break into a dance then.
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mi-a venit sa dansez atunci.
11:34
This is some current work I'm doing.
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La asta lucrez acum.
11:36
I'm looking at single-surface structures and how they flow --
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Ma uit la structuri cu o singura suprafata si felul in care curg --
11:39
how they stretch and flow. It's based on furniture typologies,
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cum se intind si cum curg. Este bazat pe tipoligiile mobilei,
11:43
but that's not the end motivation. It's made from aluminum,
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dar nu asta este motivatia finala. Este facut din aluminiu,
11:50
as opposed to aluminium, and it's grown.
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ca un opus al acestuia, si este crescut.
11:53
It's grown in my mind, and then it's grown in terms of
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A crescut in mintea mea, si apoi a crescut in privinta
11:56
the whole process that I go through.
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intregului proces prin care il trec.
11:59
This is two weeks ago in CCP in Coventry, who build parts for Bentleys and so on.
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Aici este acum doua saptamani la CCP din Coventry, care construieste piese pentru masinile Bentley si asa mai departe.
12:04
It's being built as we speak,
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Este construit chiar acum, in timp ce vorbim,
12:06
and it will be on show in Phillips next year in New York.
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si va fi expus la Phillips, anul viitor, in New York.
12:09
I have a big show with Phillips Auctioneers.
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Am un spectacol mare cu Phillips Auctioneers.
12:12
When I see these animations, oh Jesus, I'm blown away.
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Cand vad aceste animatii, o Iisuse, sunt dat pe spate.
12:15
This is what goes on in my studio everyday. I walk -- I'm traveling. I come back.
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Asta se intampla in studio-ul meu, in fiecare zi. Merg, calatoresc. Ma intorc.
12:19
Some guy's got that on a computer -- there's this like, oh my goodness.
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Un tip are asta pe un computer -- este ca si cum, o Dumnezeule.
12:22
So I try to create this energy of invention every day in my studio.
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Asa ca incerc sa creez aceasta energie de inventie in fiecare zi, in studioul meu.
12:26
This kind of effervescent, fully charged sense of soup that delivers ideas.
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Aceasta efervescenta, o supa incarcata de sens care livreaza idei.
12:33
Single-surface products. Furniture's a good one.
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Produse cu suprafata unica. Mobila este una buna.
12:37
How you grow legs out of a surface.
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Cum faci sa creasca picioare dintr-o suprafata.
12:40
I would love to build this one day, and perhaps I'd like to build it also
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As vrea sa construiesc asa ceva intr-o zi. Si poate ca mi-ar placea sa o construiesc si
12:42
out of flour, sugar, polymer, wood chips --
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din faina, zahar, polimeri, aschii de lemn --
12:47
I don't know, human hair. I don't know. I'd love a go at that.
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Nu stiu, par uman. Nu stiu. As vrea sa experimentez in aceasta directie.
12:49
I don't know. If I just got some time.
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Nu stiu. Daca as avea ceva timp.
12:51
That's the weird side coming out again,
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Aici latura ciudata isi face prezenta din nou,
12:53
and a lot of companies don't understand that.
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si multe companii nu inteleg acest lucru.
12:55
Three weeks ago I was with Sony in Tokyo. They said, "Give us the dream.
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Acum trei saptamani eram la Sony, in Tokyo. Au zis, "Da-ne visul".
12:59
What is our dream? How do we beat Apple?"
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"Care este visul nostru? Cum batem Apple?"
13:01
I said, "Well you don't copy Apple, that's for sure."
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Am zis, "Un lucru e sigur, sa nu copiati Apple".
13:03
I said, "You get into biopolymers." They looked straight through me.
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Am spus "Incercati domeniul biopolimerilor". S-au uitat prin mine.
13:08
What a waste. Anyway. (Laughter)
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Ce pierdere. In orice caz. (Rasete)
13:11
No, it's true. Fuck 'em. Fuck 'em. You know, I mean.
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Nu, e adevarat. Sa le-o trag. Da-i naibii. Stiti, adica.
13:14
(Laughter)
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(Rasete)
13:16
I'm delivering; they're not taking. I've had this image 20 years.
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Eu livrez, ei nu vor sa ia. Am aceasta imagine de 20 de ani.
13:19
I've had this image of a water droplet for 20 years sitting on a hot bed.
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Am aceasta imagine a picaturii de apa de 20 de ani, stand pe un pat fierbinte.
13:23
That is an image of a car for me.
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Aceasta este imaginea unei masini, pentru mine.
13:25
That's the car of the future. It's a water droplet.
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Aceasta este masina viitorului. Este o picatura de apa.
13:27
I've been banging on about this like I can't believe.
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Am bombanit despre asta incat nu-mi vine sa cred de cand.
13:29
Cars are all wrong.
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Masinile sunt toate gresite.
13:31
I'm going to show you something a bit weird now.
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O sa va arat ceva ciudat acum.
13:33
They laughed everywhere over the world I showed this.
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In toata lumea, au ras cand am aratat asta.
13:35
The only place that didn't laugh was Moscow.
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Singurul loc in care nu au ras a fost in Moscova.
13:37
Its cars are made from 30,000 components.
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Masinile sunt facute din 30,000 de componente.
13:40
How ridiculous is that? Couldn't you make that from 300?
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Cat de ridicol este asta? Nu puteai sa le faci din 300?
13:46
It's got a vacuum-formed, carbon-nylon pan. Everything's holistically integrated.
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Are forma unui aspirator, a unei tigai din carbon-nylon. Totul este integrat holistic.
13:50
It opens and closes like a bread bin.
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Se deschide si se inchide ca o cutie de paine.
13:52
There is no engine. There's a solar panel on the back,
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Nu exista motor. Are un panel solar montat pe spate,
13:54
and there are batteries in the wheels.
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si sunt baterii in roti.
13:56
They're fitted like Formula One. You take them off your wall.
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Sunt dotate ca la Formula 1. Le dai jos de pe perete.
13:58
You plug them in. Off you jolly well go.
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Le bagi in priza. Si pleci in treaba ta.
14:00
A three-wheeled car: slow, feminine, transparent,
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O masina cu trei roti: inceata, feminina, transparenta,
14:04
so you can see the people in there. You drive different.
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asa ca poti vedea oameni din ea. Conduci diferit.
14:06
(Laughter)
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(Rasete)
14:07
You see that thing. You do.
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Vezi acel lucru. Il faci.
14:09
You do and not anaesthetized, separated from life.
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Il faci, dar nu anesteziat, separat de viata.
14:12
There's a hole at the front, and there's a reason for that.
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E o gaura in fata, fara niciun motiv.
14:15
It's a city car. You drive along. You get out.
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Este o masina de oras. Iti faci drumul. Te dai jos.
14:19
You drive on to a proboscis. You get out. It lifts you up.
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Conduci pana la o trompa. Te dai jos. Ea te ridica.
14:24
It presents the solar panel to the sun,
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Directioneaza panoul solar catre soare,
14:26
and at night it's a street lamp.
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si noaptea este o lampa de strada.
14:28
(Applause)
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(Aplauze)
14:32
That's what happens if you get inspired by the street lamp first,
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Asta se intampla cand te lasi inspirat intai de lampile de pe strada,
14:34
and then do the car second. These bubbles --
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si apoi faci masina. Aceste bule --
14:36
I can see these bubbles with these hydrogen packages,
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pot sa vad aceste bule cu aceste pachete de hidrogen,
14:39
floating around on the ground driven by AI.
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plutind in jur, pe pamant, conduse de inteligenta artificiala.
14:44
When I showed this in South Africa,
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Cand am aratat asta in Africa de Sud,
14:45
everybody after was going, "Yeah, hey, car on a stick. Like this."
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toata lumea spunea "Da, chiar, masina pe bat. Asa".
14:48
Can you imagine? A car on a stick.
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Va puteti imagina? O masina pe bat.
14:51
If you put it next to contemporary architecture,
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Daca o pui langa arhitectura contemporana,
14:54
it feels totally natural to me.
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se simte natural, in opinia mea.
14:56
And that's what I do with my furniture.
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Si asta fac si cu mobila mea.
14:57
I'm not putting Charles Eames' furniture in buildings anymore.
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Nu mai pun mobila de Charles Eames in cladiri.
14:59
Forget that. We move on.
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Uitati de asta. Mergem mai departe.
15:01
I'm trying to build furniture that fits architecture.
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Incerc sa construiesc mobila care sa se potriveasca cu arhitectura.
15:03
I'm trying to build transportation systems.
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Incerc sa construiesc sisteme de transport.
15:05
I work on aircraft for Airbus, the whole thing --
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Lucrez la o intreaga aeronava pentru Airbus --
15:07
I do all this sort of stuff trying to force these natural,
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fac toate aceste lucruri, in incercarea de a forta aceste case de vis
15:11
inspired-by-nature dreams home. I'm going to finish on two things.
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inspirate din natura. Voi incheia cu doua lucruri.
15:14
This is the steriolithography of a staircase.
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Aceasta este steriolitografia unei scari.
15:17
It's a little bit of a dedication to James, James Watson.
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Este cu dedicatie catre James Watson.
15:22
I built this thing for my studio.
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Am construit asta pentru studio-ul meu.
15:23
It cost me 250,000 dollars to build this.
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M-a costat 250.000 de dolari s-o construiesc.
15:27
Most people go and buy the Aston Martin. I built this.
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Cei mai multi se duc si isi cumpara un Aston Martin. Eu am construit asta.
15:31
This is the data that goes with that. Incredibly complex.
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Astea sunt informatiile care vin cu ea. Incredibil de complex.
15:34
Took about two years, because I'm looking for fat-free design.
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A durat doi ani de zile, pentru ca voiam un design fara adaosuri.
15:38
Lean, efficient things. Healthy products.
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Lucruri slabe, eficiente. Produse sanatoase.
15:42
This is built by composites. It's a single element
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Aceasta e construita din compoziti. Este un singur element
15:45
which rotates around to create a holistic element,
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care se roteste pentru a crea un element holistic,
15:48
and this is a carbon-fiber handrail
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si asta de aici este o balustrada din fibra de carbon
15:50
which is only supported in two places.
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care se sprijina in doua locuri.
15:52
Modern materials allow us to do modern things.
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Materialele moderne ne permit sa construim lucruri moderne.
15:54
This is a shot in the studio.
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Aceasta este o poza din studio.
15:56
This is how it looks pretty much every day.
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Asa arata cam in fiecare zi.
15:59
You wouldn't want to have a fear of heights coming down it.
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Nu ai vrea sa ai frica de inaltimi, daca cobori pe ea.
16:02
There is virtually no handrail. It doesn't pass any standards.
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Practic, nu este nicio balustrada. Nu trece niciun standard.
16:06
(Laughter)
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(Rasete)
16:08
Who cares?
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Cui ii pasa?
16:10
(Laughter)
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(Rasete)
16:11
Yeah, and it has an internal handrail which gives it it's strength. It's this holistic integration.
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Da, si are o balustrada interna care ii da forta. Este o integrare holistica.
16:14
That's my studio. It's subterranean.
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Acesta este studio-ul meu. Este sub pamant.
16:17
It's in Notting Hill next to all the crap --
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Este in Notting Hill langa toate mizeriile --
16:19
you know, the prostitutes and all that stuff.
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stiti voi, prostituate si toate alea.
16:21
It's next to David Hockney's original studio.
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Este langa studio-ul original al lui David Hockney.
16:23
It has a lighting system that changes throughout the day.
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Are un sistem de iluminare care se schimba, in decursul zilei.
16:26
My guys go out for lunch. The door's open. They come back in,
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Angajatii mei se duc la pranz. Usa se deschide. Se intorc,
16:28
because it's normally raining, and they prefer to stay in.
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pentru ca de obicei ploua, si prefera sa stea in studio.
16:31
This is my studio. Elephant skull from Oxford University, 1988.
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Aceasta este studio-ul meu. Craniul de elefant de la Universitatea din Oxford, 1988.
16:35
I bought that last year. They're very difficult to find.
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L-am cumparat anul trecut. Sunt foarte greu de gasit.
16:37
I would -- if anybody's got a whale skeleton they want to sell me,
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Daca cineva are un schelet de balena si este dispus sa mi-l vanda,
16:40
I'll put it in the studio.
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l-as pune in studio.
16:42
So I'm just going to interject a little bit
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O sa ma intersectez putin cu
16:45
with some of the things that you'll see in the video.
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cateva lucruri pe care o sa le vedeti in video.
16:47
It's a homemade video, made it myself at three o'clock in the morning
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Este un video pe care l-am facut la ora 3 dimineata
16:51
just to show you how my real world is. You never see that.
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doar pentru a va arata cum este lumea mea reala. Nu vedeti niciodata asta.
16:54
You never see architects or designers showing you their real world.
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Nu vedeti niciodata arhitecti sau designeri care isi arata lumea lor adevarata.
16:57
This is called a "Plasnet."
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Se numeste Plasnet. Este un policarbon --
16:59
It's a bio-polycarbonate new chair I'm doing in Italy.
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un scaun nou din bio-policarbonat pe care il fac in Italia.
17:03
World's first bamboo bike with folding handlebars.
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Prima bicicleta din bambus cu ghidon pliabil.
17:06
We should all be riding one of these.
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Ar trebui sa mergem pe totii pe o bicicleta ca asta.
17:07
As China buys all these crappy cars,
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In timp ce chinezii cumpara toate masinile de doi lei,
17:09
we should be riding things like this. Counterbalance.
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noi ar trebui sa mergem pe astfel de biciclete. Contrabalans.
17:14
Like I say, it's a cross between Natural History Museum and
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Cum spun, este un amestec intre Muzeul Natural de Istorie si
17:16
a NASA laboratory. It's full of prototypes and objects.
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laboratorul NASA. Este plin de prototipuri si obiecte.
17:21
It's self-inspirational again. I mean, the rare times when I'm there,
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Este auto-inspirational. In rarele clipe pe care le petrec acolo,
17:24
I do enjoy it. And I get lots of kids coming --
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chiar ma bucur de el si vin foarte multi copii --
17:28
lots and lots of kids coming.
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foarte foarte multi copii.
17:30
I'm a contaminator for all those children of investment bankers -- wankers.
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Sunt un magnet pentru toti acei copii de investitori bancari -- labarii.
17:35
This -- sorry -- (Laughter)
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Asta -- imi pare rau -- (Rasete)
17:38
-- that's a solar seed. It's a concept for new architecture.
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-- este o samanta solara. Este un concept pentru noua arhitectura.
17:41
That thing on the top is the world's first solar-powered garden lamp --
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Acest lucru de sus este prima lampa de gradina alimentata cu energie solara --
17:45
the first produced. Giles Revell should be talking here today --
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prima produsa. Giles Revell ar fi trebuit sa va vorbeasca astazi --
17:49
amazing photography of things you can't see.
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poze uimitoare ale lucrurilor pe care nu le puteti vedea.
17:51
The first sculptural model I made for that thing in Tokyo.
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Primul model sculptural pe care l-am facut pentru acel lucru, in Tokyo.
17:58
Lots of stuff. There's a little leaf chair -- that golden looking thing is called "Leaf."
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O multime de lucruri. Este un scaun in forma de frunza -- acel lucru auriu este numit Frunza.
18:01
It's made from Kevlar.
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Este facut din Kevlar.
18:03
On the wall is my book called "Supernatural,"
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Pe perete este cartea mea numita "Supernatural",
18:06
which allows me to remember what I've done, because I forget.
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care imi aminteste ce am facut, pentru ca uit.
18:08
There's an aerated brick I did in Limoges last year,
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Este si o caramida aerata pe care am facut-o in Limoges anul trecut,
18:11
in Concepts for New Ceramics in Architecture.
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in Concepte pentru Noua Ceramica in Arhitectura.
18:17
[Unclear], working at three o'clock in the morning --
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[Neclar], lucrand la ora 3 dimineata --
18:20
and I don't pay overtime.
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si nu platesc orele suplimentare.
18:22
Overtime is the passion of design, so join the club or don't. (Laughter)
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Orele suplimentare sunt pasiunea pentru design, asa ca fie intri in club fie nu.
18:29
No, it's true. It's true. People like Tom and Greg --
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Nu, este adevarat. Este adevarat. Oameni precum Tom si Greg --
18:31
we're traveling like you can't -- we fit it all in. I don't know how we do it.
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calatorim cum voi nu puteti -- este loc pentru tot. Nu stiu cum reusim.
18:36
Next week I'm at Electrolux in Sweden,
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Saptamana viitoare sunt la Electrolux in Suedia,
18:38
then I'm in Beijing on Friday. You work that one out.
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apoi sunt in Beijing, vineri. Vedeti voi cum ati putea face asta.
18:41
And when I see Ed's photographs I think,
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Si cand vad pozele lui Ed ma gandesc,
18:43
why the hell am I going to China? It's true.
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de ce ma mai duc in China? E adevarat.
18:46
It's true. Because there's a soul in this whole thing.
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E adevarat. Pentru ca exista un suflet in acest lucru.
18:49
We need to have a new instinct for the 21st century.
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Ne trebuie un nou instinct, pentru secolul 21.
18:53
We need to combine all this stuff.
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Trebuie sa combinam toate aceste lucruri.
18:55
If all the people who were talking over this period
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Daca toti oamenii care au vorbit in aceasta perioada
18:57
worked on a car together, it would be a joy, absolute joy.
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ar lucra impreuna la o masina, ar fi o bucurie absoluta.
19:03
So there's a new X-light system I'm doing in Japan.
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Deci, aici este un nou sistem X-light pe care-l fac in Japonia.
19:07
There's Tuareg shoes from North Africa. There's a Kifwebe mask.
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Acestia sunt pantofii Tuareg din Africa de Nord. Aici e o masca Kifwebe.
19:12
These are my sculptures.
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Acestea sunt sculpturile mele.
19:14
A copper jelly mold.
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Un mulaj din jeleu de cupru.
19:18
It sounds like some quiz show or something, doesn't it?
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Suna ca o intrebare la un concurs de cultura generala sau ceva, nu-i asa?
19:22
So, it's going to end.
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Deci, am cam terminat.
19:26
Thank you, James, for your great inspiration.
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Multumesc, James, pentru marea inspiratie.
19:34
Thank you very much.
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Multumesc foarte multe.
19:36
(Applause)
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(Aplauze)
ABOUT THE SPEAKER
Ross Lovegrove - Industrial designerKnown as "Captain Organic," Ross Lovegrove embraces nature as the inspiration for his "fat-free" design. Each object he creates -- be it bottle, chair, staircase or car -- is reduced to its essential elements. His pieces offer minimal forms of maximum beauty.
Why you should listen
Ross Lovegrove is truly a pioneer of industrial design. As founder of Studio X in the Notting Hill area of London, the Welsh-born designer has exuberantly embraced the potential offered by digital technologies. However, he blends his love of high tech with a belief that the natural world had the right idea all along: Many of his pieces are inspired by principles of evolution and microbiology.
Delightedly crossing categories, Lovegrove has worked for clients as varied as Apple, Issey Miyake, Herman Miller and Airbus, and in 2005 he was awarded the World Technology Award for design. His personal artwork has been exhibited at MoMA in New York, the Pompidou Centre in Paris and the Design Museum in London. Lovegrove's astonishing objects are the result of an ongoing quest to create forms that, as he puts it, touch people's soul.
Ross Lovegrove | Speaker | TED.com