TED2014
Marc Kushner: Why the buildings of the future will be shaped by ... you
Marc Kushner: Zgrade budućnosti oblikovat ćete upravo vi. Evo zašto.
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„U arhitekturi se ne radi o matematici ni o zoniranju, već o instinktivnim emocijama”, kaže Marc Kushner. U karizmatičnom i često smiješnom govoru daje pregled posljednjih trideset godina arhitekture da bi pokazao kako javnost, koja nekad nije imala nikakav utjecaj, postaje nužnim dijelom procesa projektiranja. Uz pomoć društvenih medija povratne informacije dolaze do arhitekata godinama prije nastanka zgrade. Rezultat je toga da arhitektura za nas može učiniti više nego ikad prije.
Marc Kushner - Architect
With Architizer, an online hub for architecture, Marc Kushner is breaking architecture out of its insular echo chamber and reconnecting the public with buildings. Full bio
With Architizer, an online hub for architecture, Marc Kushner is breaking architecture out of its insular echo chamber and reconnecting the public with buildings. Full bio
Double-click the English transcript below to play the video.
00:13
Today I'm going to speak to you
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Danas ću vam pričati
00:15
about the last 30 years
of architectural history.
of architectural history.
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o zadnjih 30 godina
povijesti arhitekture.
povijesti arhitekture.
00:19
That's a lot to pack into 18 minutes.
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To je puno za stisnuti u 18 minuta.
00:22
It's a complex topic,
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To je složena tema
00:23
so we're just going to dive right in
at a complex place:
at a complex place:
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pa ćemo samo uskočiti
na jedno složeno mjesto:
na jedno složeno mjesto:
00:28
New Jersey.
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New Jersey.
00:29
Because 30 years ago, I'm from Jersey,
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Ja sam iz Jerseyja i prije 30 godina
00:32
and I was six, and I lived there
in my parents' house
in my parents' house
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imao sam šest godina,
živio sam u kući svojih roditelja
živio sam u kući svojih roditelja
00:36
in a town called Livingston,
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u gradu koji se zove Livingston,
00:38
and this was my childhood bedroom.
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i ovo je bila moja soba.
00:41
Around the corner from my bedroom
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Iza ugla na hodniku
00:44
was the bathroom
that I used to share with my sister.
that I used to share with my sister.
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bila je kupaonica
koju sam dijelio sa sestrom.
koju sam dijelio sa sestrom.
00:47
And in between my bedroom and the bathroom
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Između moje sobe i kupaonice
00:50
was a balcony that overlooked
the family room.
the family room.
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bio je balkon koji je gledao
na dnevni boravak.
na dnevni boravak.
00:53
And that's where everyone
would hang out and watch TV,
would hang out and watch TV,
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To je mjesto gdje su se svi družili
i gledali televiziju,
i gledali televiziju,
00:57
so that every time that I walked
from my bedroom to the bathroom,
from my bedroom to the bathroom,
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tako da, kad god sam išao
od svoje sobe do kupaonice,
od svoje sobe do kupaonice,
01:01
everyone would see me,
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svi bi me vidjeli,
01:02
and every time I took a shower
and would come back in a towel,
and would come back in a towel,
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i kad bih se god otuširao
i vraćao natrag u ručniku,
i vraćao natrag u ručniku,
01:06
everyone would see me.
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svi bi me vidjeli.
01:08
And I looked like this.
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A izgledao sam ovako.
01:10
I was awkward,
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Bio sam čudan,
01:13
insecure, and I hated it.
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nesiguran, i mrzio sam to.
01:15
I hated that walk, I hated that balcony,
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Mrzio sam taj prolaz, taj balkon,
01:18
I hated that room, and I hated that house.
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tu sobu i tu kuću.
01:22
And that's architecture.
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I to je arhitektura.
01:24
(Laughter)
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(Smijeh)
01:26
Done.
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Gotovo.
01:28
That feeling, those emotions that I felt,
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Taj osjećaj, te emocije koje sam imao,
01:31
that's the power of architecture,
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to je moć arhitekture,
01:34
because architecture is not about math
and it's not about zoning,
and it's not about zoning,
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jer u arhitekturi se ne radi
o matematici ni o zoniranju,
o matematici ni o zoniranju,
01:37
it's about those visceral,
emotional connections
emotional connections
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već o tim instinktivnim,
emocionalnim vezama
emocionalnim vezama
01:41
that we feel to the places that we occupy.
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koje osjećamo prema mjestima
na kojima boravimo.
na kojima boravimo.
01:44
And it's no surprise
that we feel that way,
that we feel that way,
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I nije iznenađujuće da se tako osjećamo
01:47
because according to the EPA,
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jer, prema Agenciji za zaštitu okoliša,
01:49
Americans spend 90 percent
of their time indoors.
of their time indoors.
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Amerikanci provode 90 % vremena
u zatvorenom prostoru.
u zatvorenom prostoru.
01:54
That's 90 percent of our time
surrounded by architecture.
surrounded by architecture.
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To znači da 90 % svojeg vremena
provodimo okruženi arhitekturom.
provodimo okruženi arhitekturom.
01:59
That's huge.
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To je stvarno puno.
02:00
That means that architecture is shaping us
in ways that we didn't even realize.
in ways that we didn't even realize.
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To znači da nas arhitektura oblikuje
na načine kojih nismo bili ni svjesni.
na načine kojih nismo bili ni svjesni.
02:05
That makes us a little bit gullible
and very, very predictable.
and very, very predictable.
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To nas čini pomalo lakovjernima
i vrlo, vrlo predvidljivima.
i vrlo, vrlo predvidljivima.
02:11
It means that when I show you
a building like this,
a building like this,
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To znači da, kad vam pokažem
ovakvu zgradu,
ovakvu zgradu,
02:14
I know what you think:
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znam što mislite:
02:15
You think "power"
and "stability" and "democracy."
and "stability" and "democracy."
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Pomislite na moć,
stabilnost i demokraciju.
stabilnost i demokraciju.
02:19
And I know you think that
because it's based on a building
because it's based on a building
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Znam da to mislite
jer je izgrađena po uzoru na zgradu
jer je izgrađena po uzoru na zgradu
02:22
that was build 2,500 years ago
by the Greeks.
by the Greeks.
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koju su Grci izgradili prije 2 500 godina.
02:26
This is a trick.
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To je trik.
02:27
This is a trigger that architects use
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To je okidač koji arhitekti koriste
02:30
to get you to create
an emotional connection
an emotional connection
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da bi vas potaknuli da stvorite
emocionalnu vezu
emocionalnu vezu
02:34
to the forms that we build
our buildings out of.
our buildings out of.
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prema oblicima na temelju kojih
gradimo svoje zgrade.
gradimo svoje zgrade.
02:37
It's a predictable emotional connection,
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To je predvidljiva emocionalna veza,
02:39
and we've been using this trick
for a long, long time.
for a long, long time.
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i već jako dugo koristimo taj trik.
02:43
We used it [200] years ago to build banks.
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Koristili smo ga prije [200] godina
za izgradnju banaka.
za izgradnju banaka.
02:46
We used it in the 19th century
to build art museums.
to build art museums.
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Koristili smo ga u 19. stoljeću
pri gradnji muzeja umjetnosti.
pri gradnji muzeja umjetnosti.
02:50
And in the 20th century in America,
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I u 20. stoljeću u Americi,
02:52
we used it to build houses.
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koristili smo ga za izgradnju kuća.
02:54
And look at these solid,
stable little soldiers
stable little soldiers
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Pogledajte te čvrste,
stabilne, hrabre kućice
stabilne, hrabre kućice
02:56
facing the ocean
and keeping away the elements.
and keeping away the elements.
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okrenute prema oceanu
kako se bore protiv vremenskih uvjeta.
kako se bore protiv vremenskih uvjeta.
03:00
This is really, really useful,
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To je zaista, zaista korisno
03:02
because building things is terrifying.
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jer je građenje stvari zastrašujuće.
03:06
It's expensive, it takes a long time,
and it's very complicated.
and it's very complicated.
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Skupo je, dugo traje
i vrlo je komplicirano.
i vrlo je komplicirano.
03:10
And the people that build things --
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Ljudi koji grade stvari --
03:13
developers and governments --
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graditelji i vlade --
03:15
they're naturally afraid of innovation,
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oni se prirodno boje inovacija
03:18
and they'd rather just use those forms
that they know you'll respond to.
that they know you'll respond to.
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i radije bi koristili oblike
za koje znaju da će izazvati reakciju.
za koje znaju da će izazvati reakciju.
03:23
That's how we end up
with buildings like this.
with buildings like this.
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I tako na kraju dobijemo zgrade poput ove.
03:26
This is a nice building.
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To je lijepa zgrada.
03:27
This is the Livingston Public Library
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To je zgrada javne knjižnice u Livingstonu,
03:30
that was completed in 2004 in my hometown,
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dovršena 2004. u mojem rodnom gradu,
03:33
and, you know, it's got a dome
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i, znate, ima kupolu
03:34
and it's got this round thing
and columns, red brick,
and columns, red brick,
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i ima ovo okruglo
i stupove, crvenu ciglu
i stupove, crvenu ciglu
03:38
and you can kind of guess what Livingston
is trying to say with this building:
is trying to say with this building:
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i možete pretpostaviti što Livingston
želi reći tom zgradom:
želi reći tom zgradom:
03:43
children, property values and history.
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djeca, vrijednost zemljišta i povijest.
03:47
But it doesn't have much to do
with what a library actually does today.
with what a library actually does today.
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Ali to nema puno veze
s današnjom svrhom knjižnice.
s današnjom svrhom knjižnice.
03:52
That same year, in 2004,
on the other side of the country,
on the other side of the country,
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Iste te godine, 2004.,
na drugoj strani zemlje,
na drugoj strani zemlje,
03:56
another library was completed,
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izgrađena je druga knjižnica
03:58
and it looks like this.
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i ona izgleda ovako.
03:59
It's in Seattle.
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Nalazi se u Seattleu.
04:02
This library is about how
we consume media in a digital age.
we consume media in a digital age.
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Ta knjižnica odražava način na koji
konzumiramo medije u digitalnom dobu.
konzumiramo medije u digitalnom dobu.
04:07
It's about a new kind
of public amenity for the city,
of public amenity for the city,
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Radi se o novoj vrsti
javnog dobra za grad,
javnog dobra za grad,
04:11
a place to gather and read and share.
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mjestu za okupljanje, čitanje i dijeljenje.
04:15
So how is it possible
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Pa kako je moguće
04:16
that in the same year,
in the same country,
in the same country,
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da iste godine, u istoj zemlji,
04:20
two buildings, both called libraries,
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dvije zgrade, obje zovemo knjižnicama,
04:22
look so completely different?
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izgledaju tako potpuno različito?
04:25
And the answer is that architecture works
on the principle of a pendulum.
on the principle of a pendulum.
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Odgovor na to jest da arhitektura
funkcionira po načelu njihala.
funkcionira po načelu njihala.
04:31
On the one side is innovation,
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S jedne su strane inovacije
04:34
and architects are constantly pushing,
pushing for new technologies,
pushing for new technologies,
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i arhitekti uvijek žele
uvesti nove tehnologije,
uvesti nove tehnologije,
04:38
new typologies, new solutions
for the way that we live today.
for the way that we live today.
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nove tipologije, nova rješenja
za naš današnji način života.
za naš današnji način života.
04:41
And we push and we push and we push
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Mi na tome toliko inzistiramo
04:44
until we completely alienate all of you.
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dok vas sve potpuno ne udaljimo.
04:46
We wear all black, we get very depressed,
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Nosimo crno, postanemo depresivni,
04:49
you think we're adorable,
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vi mislite da smo dražesni,
04:51
we're dead inside because
we've got no choice.
we've got no choice.
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a mrtvi smo iznutra jer nemamo izbora.
04:54
We have to go to the other side
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Moramo se vratiti na drugu stranu
04:56
and reengage those symbols
that we know you love.
that we know you love.
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i ponovno iskoristiti te simbole
koje znamo da volite.
koje znamo da volite.
05:00
So we do that, and you're happy,
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Pa učinimo to, vi budete sretni,
05:02
we feel like sellouts,
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a mi se osjećamo kao da smo se prodali,
05:04
so we start experimenting again
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pa ponovno počinjemo eksperimentirati
05:06
and we push the pendulum back
and back and forth and back and forth
and back and forth and back and forth
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i guramo njihalo natrag
i naprijed i natrag i naprijed,
i naprijed i natrag i naprijed,
05:09
we've gone for the last 300 years,
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kao što to činimo posljednjih 300 godina,
05:11
and certainly for the last 30 years.
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a svakako posljednjih 30 godina.
05:14
Okay, 30 years ago
we were coming out of the '70s.
we were coming out of the '70s.
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OK, prije 30 godina izlazili smo iz 70-ih.
05:18
Architects had been busy experimenting
with something called brutalism.
with something called brutalism.
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Arhitekti su se bavili eksperimentiranjem
s nečime što se zove brutalizam.
s nečime što se zove brutalizam.
05:22
It's about concrete.
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Radi se o betonu.
05:23
(Laughter)
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(Smijeh)
05:25
You can guess this.
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To možete pretpostaviti.
05:26
Small windows, dehumanizing scale.
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Maleni prozori, dehumanizacija mjerila.
05:29
This is really tough stuff.
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To su stvarno izdržljive stvari.
05:32
So as we get closer to the '80s,
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Kako se približavamo 80-ima,
05:35
we start to reengage those symbols.
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počinjemo ponovno uključivati te simbole.
05:37
We push the pendulum
back into the other direction.
back into the other direction.
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Guramo njihalo natrag, u drugom smjeru.
05:40
We take these forms that we know you love
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Uzimamo te oblike koje znamo da volite
05:43
and we update them.
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i moderniziramo ih.
05:45
We add neon
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Dodajemo neon
05:47
and we add pastels
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i pastelne boje
05:49
and we use new materials.
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i koristimo nove materijale.
05:51
And you love it.
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I vi to volite.
05:52
And we can't give you enough of it.
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I nikako vam nije dosta toga.
05:54
We take Chippendale armoires
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Uzimamo ormare Chippendale
05:56
and we turned those into skyscrapers,
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i pretvaramo ih u nebodere,
05:59
and skyscrapers can be
medieval castles made out of glass.
medieval castles made out of glass.
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a neboderi mogu biti
srednjovjekovni dvorci od stakla.
srednjovjekovni dvorci od stakla.
06:04
Forms got big,
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Oblici postaju veliki,
06:05
forms got bold and colorful.
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smjeli i šareni.
06:08
Dwarves became columns.
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Patuljci postaju stupovi.
06:11
(Laughter)
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(Smijeh)
06:12
Swans grew to the size of buildings.
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Labudovi rastu do veličine zgrada.
06:14
It was crazy.
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Bilo je ludo.
06:16
But it's the '80s, it's cool.
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Ali to su 80-e, to je u redu.
06:20
(Laughter)
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(Smijeh)
06:21
We're all hanging out in malls
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Svi se družimo u trgovačkim centrima
06:23
and we're all moving to the suburbs,
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i svi se selimo u predgrađa.
06:26
and out there, out in the suburbs,
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Ondje, u predgrađima,
06:28
we can create our own
architectural fantasies.
architectural fantasies.
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stvaramo svoje vlastite
arhitekturne fantazije.
arhitekturne fantazije.
06:32
And those fantasies,
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Te fantazije
06:33
they can be Mediterranean
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mogu biti mediteranske
06:35
or French
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ili francuske
06:37
or Italian.
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ili talijanske.
06:39
(Laughter)
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(Smijeh)
06:40
Possibly with endless breadsticks.
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Možda s kruščićima
u neograničenim količinama.
u neograničenim količinama.
06:42
This is the thing about postmodernism.
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U tome je stvar s postmodernizmom.
06:44
This is the thing about symbols.
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U tome je stvar i sa simbolima.
06:46
They're easy, they're cheap,
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Jednostavni su i jeftini
06:49
because instead of making places,
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jer umjesto stvaranja mjesta
06:52
we're making memories of places.
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stvaramo sjećanja na ta mjesta.
06:55
Because I know,
and I know all of you know,
and I know all of you know,
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Jer ja znam, a znam i da svi vi znate
06:57
this isn't Tuscany.
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da to nije Toskana.
07:00
This is Ohio.
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To je Ohio.
07:01
(Laughter)
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(Smijeh)
07:02
So architects get frustrated,
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Arhitekti postaju frustrirani
07:04
and we start pushing the pendulum
back into the other direction.
back into the other direction.
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i počnemo gurati njihalo
u suprotnom smjeru.
u suprotnom smjeru.
07:08
In the late '80s and early '90s,
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U kasnim 80-ima i ranim 90-ima
07:10
we start experimenting with something
called deconstructivism.
called deconstructivism.
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počinjemo eksperimentirati
s nečime što zovemo dekonstruktivizmom.
s nečime što zovemo dekonstruktivizmom.
07:14
We throw out historical symbols,
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Izbacujemo povijesne simbole,
07:17
we rely on new, computer-aided
design techniques,
design techniques,
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oslanjamo se na nove tehnike dizajna
potpomognute računalima
potpomognute računalima
07:21
and we come up with new compositions,
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i smišljamo nove kompozicije,
07:23
forms crashing into forms.
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oblici se razbijaju o oblike.
07:26
This is academic and heady stuff,
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To su akademske i intelektualne stvari,
07:29
it's super unpopular,
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vrlo nepopularne
07:31
we totally alienate you.
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i totalno vas udaljavamo.
07:32
Ordinarily, the pendulum would just
swing back into the other direction.
swing back into the other direction.
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Obično bi se njihalo samo
vratilo u drugom smjeru.
vratilo u drugom smjeru.
07:37
And then, something amazing happened.
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A onda se dogodilo nešto zadivljujuće.
07:40
In 1997, this building opened.
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Ova je zgrada otvorena 1997.
07:43
This is the Guggenheim Bilbao,
by Frank Gehry.
by Frank Gehry.
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To je Guggenheim Bilbao Franka Gehryja.
07:48
And this building
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Ta je zgrada
07:49
fundamentally changes
the world's relationship to architecture.
the world's relationship to architecture.
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iz temelja promijenila
odnos svijeta prema arhitekturi.
odnos svijeta prema arhitekturi.
07:54
Paul Goldberger said that Bilbao
was one of those rare moments
was one of those rare moments
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Paul Goldberger rekao je da je Bilbao
jedan od onih rijetkih trenutaka
jedan od onih rijetkih trenutaka
07:58
when critics, academics,
and the general public
and the general public
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kad su se kritičari, akademici i javnost
08:01
were completely united around a building.
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potpuno ujedinili oko zgrade.
08:05
The New York Times
called this building a miracle.
called this building a miracle.
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New York Times nazvao je tu zgradu čudom.
08:09
Tourism in Bilbao increased 2,500 percent
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Turizam u Bilbau porastao je za 2 500 %
08:14
after this building was completed.
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nakon dovršetka te zgrade.
08:16
So all of a sudden, everybody
wants one of these buildings:
wants one of these buildings:
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Odjednom su svi htjeli takvu zgradu:
08:21
L.A.,
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Los Angeles,
08:23
Seattle,
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Seattle,
08:25
Chicago,
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Chicago,
08:26
New York,
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New York,
08:28
Cleveland,
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Cleveland,
08:30
Springfield.
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Springfield.
08:31
(Laughter)
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(Smijeh)
08:32
Everybody wants one,
and Gehry is everywhere.
and Gehry is everywhere.
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Svi je žele i Gehry je svugdje.
08:36
He is our very first starchitect.
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On je naša prva zvijezda među arhitektima.
08:39
Now, how is it possible
that these forms --
that these forms --
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Kako je moguće da ti oblici --
08:44
they're wild and radical --
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bili su divlji i radikalni --
08:46
how is it possible that they become
so ubiquitous throughout the world?
so ubiquitous throughout the world?
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kako je moguće da su oni postali
tako sveprisutni u cijelom svijetu?
tako sveprisutni u cijelom svijetu?
08:51
And it happened because media
so successfully galvanized around them
so successfully galvanized around them
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To se dogodilo jer su se mediji
tako uspješno aktivirali oko njih
tako uspješno aktivirali oko njih
08:56
that they quickly taught us
that these forms mean culture and tourism.
that these forms mean culture and tourism.
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da su nas brzo naučili
da ti oblici znače kulturu i turizam.
da ti oblici znače kulturu i turizam.
09:03
We created an emotional
reaction to these forms.
reaction to these forms.
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Stvorili smo
emocionalnu reakciju na te oblike.
emocionalnu reakciju na te oblike.
09:06
So did every mayor in the world.
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Stvorio ju je
svaki gradonačelnik na svijetu.
svaki gradonačelnik na svijetu.
09:08
So every mayor knew
that if they had these forms,
that if they had these forms,
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Svaki gradonačelnik na svijetu
znao je da, ako bude imao te oblike,
znao je da, ako bude imao te oblike,
09:11
they had culture and tourism.
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imat će kulturu i turizam.
09:15
This phenomenon
at the turn of the new millennium
at the turn of the new millennium
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Taj fenomen na početku novog milenija
09:18
happened to a few other starchitects.
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dogodio se i drugim arhitektima-zvijezdama.
09:20
It happened to Zaha
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Dogodio se Zahi
09:22
and it happened to Libeskind,
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i Libeskindu.
09:25
and what happened
to these elite few architects
to these elite few architects
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To što se dogodilo toj
nekolicini elitnih arhitekata
nekolicini elitnih arhitekata
09:29
at the turn of the new millennium
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na prijelazu u novi milenij
09:31
could actually start to happen
to the entire field of architecture,
to the entire field of architecture,
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zapravo bi se moglo početi događati
u cijelom polju arhitekture
u cijelom polju arhitekture
09:35
as digital media starts
to increase the speed
to increase the speed
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kako digitalni mediji počinju
povećavati brzinu
povećavati brzinu
09:38
with which we consume information.
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kojom konzumiramo informacije.
09:41
Because think about
how you consume architecture.
how you consume architecture.
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Razmislite kako konzumirate arhitekturu.
09:44
A thousand years ago,
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Prije tisuću godina
09:45
you would have had to have walked to
the village next door to see a building.
the village next door to see a building.
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morali biste prošetati
do susjednog sela da vidite zgradu.
do susjednog sela da vidite zgradu.
09:49
Transportation speeds up:
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Prijevoz se ubrzava:
09:51
You can take a boat, you can take a plane,
you can be a tourist.
you can be a tourist.
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Možete ići brodom, avionom,
možete biti turist.
možete biti turist.
09:54
Technology speeds up:
You can see it in a newspaper, on TV,
You can see it in a newspaper, on TV,
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Tehnologija se ubrzava:
možete je vidjeti u novinama, na TV-u,
možete je vidjeti u novinama, na TV-u,
09:57
until finally, we are all
architectural photographers,
architectural photographers,
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dok na kraju svi ne postanemo
fotografi arhitekture,
fotografi arhitekture,
10:01
and the building has become
disembodied from the site.
disembodied from the site.
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a zgrada se ne odvoji od lokacije.
10:06
Architecture is everywhere now,
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Arhitektura je sada posvuda
10:10
and that means that
the speed of communication
the speed of communication
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i to znači da je brzina komunikacije
10:13
has finally caught up
to the speed of architecture.
to the speed of architecture.
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napokon dostigla brzinu arhitekture.
10:17
Because architecture
actually moves quite quickly.
actually moves quite quickly.
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Arhitektura se zapravo kreće vrlo brzo.
10:19
It doesn't take long
to think about a building.
to think about a building.
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Razmišljanje o zgradi ne traje dugo.
10:22
It takes a long time to build a building,
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Građenje zgrade traje dugo,
10:24
three or four years,
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tri ili četiri godine,
10:27
and in the interim, an architect
will design two or eight
will design two or eight
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a arhitekt će u međuvremenu
projektirati dvije ili osam
projektirati dvije ili osam
10:30
or a hundred other buildings
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ili stotinu drugih zgrada
10:33
before they know if that building
that they designed four years ago
that they designed four years ago
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prije nego sazna je li zgrada
koju je projektirao prije četiri godine
koju je projektirao prije četiri godine
10:37
was a success or not.
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bila uspješna ili nije.
10:39
That's because there's never been
a good feedback loop in architecture.
a good feedback loop in architecture.
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To je zato što nikad nije bilo dobrih
povratnih informacija o arhitekturi.
povratnih informacija o arhitekturi.
10:44
That's how we end up
with buildings like this.
with buildings like this.
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I zato na kraju dobijemo zgrade poput ove.
10:47
Brutalism wasn't a two-year movement,
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Brutalizam nije bio pokret od dvije godine,
10:50
it was a 20-year movement.
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1871
to je bio pokret od 20 godina.
10:52
For 20 years, we were producing
buildings like this
buildings like this
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20 godina gradili smo ovakve zgrade
10:56
because we had no idea
how much you hated it.
how much you hated it.
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jer nismo imali pojma koliko ih mrzite.
11:00
It's never going to happen again,
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2800
To se više neće ponoviti,
11:03
I think,
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ja mislim,
11:05
because we are living on the verge
of the greatest revolution in architecture
of the greatest revolution in architecture
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jer živimo na rubu
najveće revolucije u arhitekturi
najveće revolucije u arhitekturi
11:11
since the invention of concrete,
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od izuma betona,
11:13
of steel, or of the elevator,
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čelika ili dizala,
11:16
and it's a media revolution.
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1682
a to je medijska revolucija.
11:19
So my theory is that when
you apply media to this pendulum,
you apply media to this pendulum,
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Moja je teorija da, kad dodate
medije na ono njihalo,
medije na ono njihalo,
11:23
it starts swinging faster and faster,
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ono se počinje njihati sve brže,
11:26
until it's at both extremes
nearly simultaneously,
nearly simultaneously,
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3738
sve dok gotovo istovremeno
ne bude na obje krajnje točke,
ne bude na obje krajnje točke,
11:30
and that effectively blurs the difference
between innovation and symbol,
between innovation and symbol,
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čime se praktički zamagljuje razlika
između inovacije i simbola,
između inovacije i simbola,
11:35
between us, the architects,
and you, the public.
and you, the public.
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između nas, arhitekata, i vas, javnosti.
11:39
Now we can make nearly instantaneous,
emotionally charged symbols
emotionally charged symbols
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Sada možemo stvarati gotovo trenutne,
emocijama nabijene simbole
emocijama nabijene simbole
11:45
out of something that's brand new.
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iz nečega što je potpuno novo.
11:48
Let me show you how this plays out
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1733
Pokazat ću vam kako se to odvija
11:50
in a project that my firm
recently completed.
recently completed.
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u projektu koji je moja tvrtka
nedavno završila.
nedavno završila.
11:52
We were hired to replace this building,
which burned down.
which burned down.
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Angažirani smo da zamijenimo
ovu zgradu koja je izgorjela.
ovu zgradu koja je izgorjela.
11:56
This is the center of a town
called the Pines
called the Pines
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To je centar grada koji se zove Pines,
11:58
in Fire Island in New York State.
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na Fire Islandu u državi New York.
12:00
It's a vacation community.
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1413
To je zajednica za odmor.
12:02
We proposed a building that was audacious,
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3753
Predložili smo zgradu koja je bila smiona,
12:06
that was different than any of the forms
that the community was used to,
that the community was used to,
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3651
koja je bila drugačija od bilo kojeg oblika
na koji je zajednica navikla,
na koji je zajednica navikla,
12:10
and we were scared
and our client was scared
and our client was scared
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i bili smo prestrašeni, kao i naš klijent.
12:14
and the community was scared,
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1763
I zajednica je bila prestrašena
12:16
so we created a series
of photorealistic renderings
of photorealistic renderings
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4156
pa smo stvorili niz
fotorealističnih prikaza
fotorealističnih prikaza
12:20
that we put onto Facebook
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koje smo stavili na Facebook
12:22
and we put onto Instagram,
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i na Instagram,
12:24
and we let people start
to do what they do:
to do what they do:
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i pustili smo ljude da rade
što rade i inače:
što rade i inače:
12:26
share it, comment, like it, hate it.
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podijele ih, komentiraju,
da im se svide, da ih zamrze.
da im se svide, da ih zamrze.
12:30
But that meant that two years
before the building was complete,
before the building was complete,
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Ali to je značilo da je dvije godine
prije nego je zgrada dovršena,
prije nego je zgrada dovršena,
12:34
it was already a part of the community,
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ona već bila dio zajednice,
12:37
so that when the renderings
looked exactly like the finished product,
looked exactly like the finished product,
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pa kad su prikazi izgledali
točno kao gotov proizvod,
točno kao gotov proizvod,
12:44
there were no surprises.
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1960
nije bilo iznenađenja.
12:46
This building was already a part
of this community,
of this community,
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3888
Zgrada je već bila dio te zajednice
12:50
and then that first summer,
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758124
2285
i kad su tog prvog ljeta
12:52
when people started arriving
and sharing the building on social media,
and sharing the building on social media,
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3918
ljudi počeli pristizati i dijeliti zgradu
na društvenim medijima,
na društvenim medijima,
12:56
the building ceased to be just an edifice
and it became media,
and it became media,
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5487
zgrada je prestala biti zdanje
i postala je medij,
i postala je medij,
13:01
because these, these are not
just pictures of a building,
just pictures of a building,
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3783
jer ovo nisu samo slike zgrade,
13:05
they're your pictures of a building.
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2387
to su vaše slike zgrade.
13:08
And as you use them to tell your story,
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3287
I kako ih koristite
da ispričate svoju priču,
da ispričate svoju priču,
13:11
they become part
of your personal narrative,
of your personal narrative,
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2708
one postaju dio vaše osobne pripovijesti
13:14
and what you're doing
is you're short-circuiting
is you're short-circuiting
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i vi uzrokujete kratki spoj
13:18
all of our collective memory,
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2250
u našem kolektivnom pamćenju,
13:20
and you're making these charged symbols
for us to understand.
for us to understand.
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3855
i stvarate te emotivno nabijene simbole
koje ćemo mi razumjeti.
koje ćemo mi razumjeti.
13:25
That means we don't need
the Greeks anymore
the Greeks anymore
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2289
To znači da više ne trebamo Grke
13:27
to tell us what to think
about architecture.
about architecture.
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2618
da nam kažu što da mislimo o arhitekturi.
13:30
We can tell each other
what we think about architecture,
what we think about architecture,
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4025
Možemo reći jedni drugima
što mislimo o arhitekturi
što mislimo o arhitekturi
13:34
because digital media hasn't just changed
the relationship between all of us,
the relationship between all of us,
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jer digitalni mediji nisu promijenili
samo veze između svih nas,
samo veze između svih nas,
13:39
it's changed the relationship
between us and buildings.
between us and buildings.
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3529
već i veze između nas i zgrada.
13:44
Think for a second about
those librarians back in Livingston.
those librarians back in Livingston.
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3118
Razmislite na tren
o knjižničarima u Livingstonu.
o knjižničarima u Livingstonu.
13:48
If that building was going
to be built today,
to be built today,
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Da se ta zgrada gradi danas,
13:50
the first thing they would do is go online
and search "new libraries."
and search "new libraries."
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4644
prvo bi na internetu
potražili „nove knjižnice”.
potražili „nove knjižnice”.
13:55
They would be bombarded by examples
of experimentation, of innovation,
of experimentation, of innovation,
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5270
Pronašli bi bezbroj primjera
eksperimentiranja, inovacija,
eksperimentiranja, inovacija,
14:00
of pushing at the envelope
of what a library can be.
of what a library can be.
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828999
3188
guranja granica onoga
što knjižnica može biti.
što knjižnica može biti.
14:04
That's ammunition.
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832998
1343
To je municija.
14:06
That's ammunition
that they can take with them
that they can take with them
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2335
To je municija koju mogu ponijeti sa sobom
14:09
to the mayor of Livingston,
to the people of Livingston,
to the people of Livingston,
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837205
3125
gradonačelniku Livingstona,
stanovnicima Livingstona
stanovnicima Livingstona
14:12
and say, there's no one answer
to what a library is today.
to what a library is today.
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3959
i reći da ne postoji jedinstven odgovor
na pitanje što je knjižnica danas.
na pitanje što je knjižnica danas.
14:16
Let's be a part of this.
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1485
Budimo dio toga.
14:18
This abundance of experimentation
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2866
Ti brojni eksperimenti
14:21
gives them the freedom
to run their own experiment.
to run their own experiment.
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3059
daju im slobodu da rade
svoje vlastite eksperimente.
svoje vlastite eksperimente.
14:26
Everything is different now.
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854452
2212
Sad je sve drugačije.
14:28
Architects are no longer
these mysterious creatures
these mysterious creatures
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3355
Arhitekti više nisu misteriozna bića
14:32
that use big words
and complicated drawings,
and complicated drawings,
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2495
koja koriste velike riječi
i komplicirane crteže,
i komplicirane crteže,
14:34
and you aren't the hapless public,
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2960
a vi niste nesretna javnost,
14:37
the consumer that won't accept
anything that they haven't seen anymore.
anything that they haven't seen anymore.
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3535
potrošač koji ne želi prihvatiti
ništa što već nije vidio.
ništa što već nije vidio.
14:42
Architects can hear you,
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1733
Arhitekti vas čuju
14:44
and you're not intimidated
by architecture.
by architecture.
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2104
i arhitektura vas više ne plaši.
14:47
That means that that pendulum
swinging back and forth
swinging back and forth
290
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3382
To znači da je to što se
njihalo njiše naprijed - natrag,
njihalo njiše naprijed - natrag,
14:51
from style to style,
from movement to movement,
from movement to movement,
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2978
od stila do stila,
od pokreta do pokreta,
od pokreta do pokreta,
14:54
is irrelevant.
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1281
nevažno.
14:55
We can actually move forward
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2600
Možemo se kretati naprijed
14:58
and find relevant solutions
to the problems that our society faces.
to the problems that our society faces.
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i naći relevantna rješenja
problema s kojima se društvo suočava.
problema s kojima se društvo suočava.
15:03
This is the end of architectural history,
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3442
To je kraj povijesti arhitekture
15:07
and it means that
the buildings of tomorrow
the buildings of tomorrow
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2868
i to znači da će zgrade sutrašnjice
15:10
are going to look a lot different
than the buildings of today.
than the buildings of today.
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izgledati bitno drugačije
od zgrada današnjice.
od zgrada današnjice.
15:14
It means that a public space
in the ancient city of Seville
in the ancient city of Seville
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To znači da javni prostor
drevnog grada Seville
drevnog grada Seville
15:18
can be unique and tailored
to the way that a modern city works.
to the way that a modern city works.
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može biti jedinstven i prilagođen
načinu na koji funkcionira moderan grad.
načinu na koji funkcionira moderan grad.
15:23
It means that a stadium in Brooklyn
can be a stadium in Brooklyn,
can be a stadium in Brooklyn,
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911992
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To znači da stadion u Brooklynu
može biti stadion u Brooklynu,
može biti stadion u Brooklynu,
a ne od crvene cigle izgrađena
povijesna imitacija
povijesna imitacija
15:28
not some red-brick historical pastiche
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2762
15:31
of what we think a stadium ought to be.
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onoga za što mislimo
da stadion treba biti.
da stadion treba biti.
15:34
It means that robots are going
to build our buildings,
to build our buildings,
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To znači da će roboti graditi naše zgrade
15:37
because we're finally ready for the forms
that they're going to produce.
that they're going to produce.
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925397
3617
jer smo napokon spremni za oblike
koje će oni proizvesti.
koje će oni proizvesti.
15:41
And it means that buildings
will twist to the whims of nature
will twist to the whims of nature
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3851
To znači da će se zgrade
prilagoditi hirovima prirode,
prilagoditi hirovima prirode,
15:45
instead of the other way around.
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1803
a ne obratno.
15:48
It means that a parking garage
in Miami Beach, Florida,
in Miami Beach, Florida,
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To znači da garaža za parking
u Miami Beachu na Floridi
u Miami Beachu na Floridi
15:52
can also be a place for sports
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2484
može biti i mjesto za sport
15:54
and for yoga
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i za jogu
15:56
and you can even
get married there late at night.
get married there late at night.
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2579
i da se ondje možete čak i vjenčati
kasno navečer.
kasno navečer.
15:58
(Laughter)
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1024
(Smijeh)
15:59
It means that three architects
can dream about swimming
can dream about swimming
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To znači da tri arhitekta
mogu sanjati o plivanju
mogu sanjati o plivanju
16:04
in the East River of New York,
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1920
u East Riveru u New Yorku
16:05
and then raise nearly
half a million dollars
half a million dollars
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i onda skupiti gotovo pola milijuna dolara
16:08
from a community
that gathered around their cause,
that gathered around their cause,
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3328
od zajednice koja se okupila
oko njihovog cilja,
oko njihovog cilja,
16:11
no one client anymore.
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1730
a ne više od jednog klijenta.
16:14
It means that no building
is too small for innovation,
is too small for innovation,
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To znači da nijedna zgrada
nije premala za inovacije,
nije premala za inovacije,
16:17
like this little reindeer pavilion
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2198
kao ovaj mali prostor
za promatranje sobova,
za promatranje sobova,
16:19
that's as muscly and sinewy
as the animals it's designed to observe.
as the animals it's designed to observe.
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koji je mišićav i žilav kao i životinje
za čije je promatranje projektiran.
za čije je promatranje projektiran.
16:25
And it means that a building
doesn't have to be beautiful
doesn't have to be beautiful
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To znači da zgrada ne mora biti prekrasna
16:28
to be lovable,
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da bi se ljudima svidjela,
16:29
like this ugly little building in Spain,
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3015
kao ova ružna mala građevina u Španjolskoj,
16:32
where the architects dug a hole,
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2481
gdje su arhitekti iskopali rupu,
16:35
packed it with hay,
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1382
napunili je sijenom
16:36
and then poured concrete around it,
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2333
i onda oko nje izlilio beton.
16:39
and when the concrete dried,
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Kad se beton osušio,
16:40
they invited someone to come
and clean that hay out
and clean that hay out
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pozvali su nekoga da očisti sijeno
16:44
so that all that's left when it's done
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2931
i na kraju je ostala
16:47
is this hideous little room
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2675
samo ova grozna mala prostorija
16:50
that's filled with the imprints
and scratches of how that place was made,
and scratches of how that place was made,
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5954
koja je puna otisaka i ogrebotina
od načina na koji je nastala,
od načina na koji je nastala,
16:56
and that becomes the most sublime place
to watch a Spanish sunset.
to watch a Spanish sunset.
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4484
i koja je ujedno najbolje mjesto
za promatranje španjolskog zalaska sunca.
za promatranje španjolskog zalaska sunca.
17:01
Because it doesn't matter
if a cow builds our buildings
if a cow builds our buildings
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Nije važno gradi li naše zgrade krava
17:05
or a robot builds our buildings.
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1810
ili ih gradi robot.
17:06
It doesn't matter how we build,
it matters what we build.
it matters what we build.
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Nije važno kako gradimo,
važno je što gradimo.
važno je što gradimo.
17:10
Architects already know how
to make buildings that are greener
to make buildings that are greener
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Arhitekti već znaju kako napraviti
zgrade koje su zelenije
zgrade koje su zelenije
17:14
and smarter and friendlier.
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i pametnije i udobnije.
17:16
We've just been waiting
for all of you to want them.
for all of you to want them.
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Samo čekamo da ih vi svi poželite.
17:20
And finally, we're not
on opposite sides anymore.
on opposite sides anymore.
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I na kraju, više nismo
na suprotnim stranama.
na suprotnim stranama.
17:23
Find an architect, hire an architect,
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Pronađite arhitekta, angažirajte ga,
17:26
work with us to design better buildings,
better cities, and a better world,
better cities, and a better world,
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surađujte s nama kako bismo projektirali
bolje zgrade, bolje gradove, bolji svijet,
bolje zgrade, bolje gradove, bolji svijet,
17:32
because the stakes are high.
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jer ulozi su visoki.
17:35
Buildings don't just reflect our society,
they shape our society
they shape our society
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Zgrade nisu samo odraz našeg društva,
one ga i oblikuju
one ga i oblikuju
17:40
down to the smallest spaces:
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2052
sve do najmanjih prostora:
17:42
the local libraries,
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2004
lokalnih knjižnica,
17:44
the homes where we raise our children,
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domova u kojima odgajamo djecu
17:47
and the walk that they take
from the bedroom to the bathroom.
from the bedroom to the bathroom.
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i prolaza od sobe do kupaonice.
17:51
Thank you.
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Hvala vam.
17:52
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Marc Kushner - ArchitectWith Architizer, an online hub for architecture, Marc Kushner is breaking architecture out of its insular echo chamber and reconnecting the public with buildings.
Why you should listen
Marc Kushner is a practicing architect who splits his time between designing buildings at HWKN, the architecture firm he cofounded, and amassing the world’s architecture on the website he runs, Architizer.com. Both have the same mission: to reconnect the public with architecture.
Kushner’s core belief is that architecture touches everyone -- and everyone is a fan of architecture, even if they don’t know it yet. New forms of media empower people to shape the built environment, and that means better buildings, which make better cities, which make a better world. To that end he wrote the TED Book The Future of Architecture in 100 Buildings, published in March 2015, to challenge the public to help shape tomorrow's designs.
More profile about the speakerKushner’s core belief is that architecture touches everyone -- and everyone is a fan of architecture, even if they don’t know it yet. New forms of media empower people to shape the built environment, and that means better buildings, which make better cities, which make a better world. To that end he wrote the TED Book The Future of Architecture in 100 Buildings, published in March 2015, to challenge the public to help shape tomorrow's designs.
Marc Kushner | Speaker | TED.com