TEDGlobal 2009
Stefan Sagmeister: The power of time off
Stefan Sagmeister: Snaga slobodnog vremena
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Svakih sedam godina dizajner Stefan Sagmeister zatvara svoj njujorški studio na godinu dana kako bi pomladio i osvježio svoja kreativna gledišta. Opisuje često neprimijećenu vrijednost slobodnog vremena i pokazuje inovativne projekte inspirirane slobodnim vremenom provedenim na Baliju.
Stefan Sagmeister - Graphic designer
Renowned for album covers, posters and his recent book of life lessons, designer Stefan Sagmeister invariably has a slightly different way of looking at things. Full bio
Renowned for album covers, posters and his recent book of life lessons, designer Stefan Sagmeister invariably has a slightly different way of looking at things. Full bio
Double-click the English transcript below to play the video.
00:12
I run a design studio in New York.
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Vodim dizajnerski studio u New Yorku.
00:15
Every seven years, I close it for one year
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Svakih sedam godina zatvaram ga na godinu dana
00:19
to pursue
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kako bih bio u potrazi
00:22
some little experiments, things that
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za nekim malim eksperimentima, stvarima koje
00:24
are always difficult to accomplish
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je uvijek teško postići
00:27
during the regular working year.
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tijekom redovne radne godine.
00:29
In that year, we are not available
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U to doba nismo dostupni
00:31
for any of our clients.
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našim klijentima.
00:33
We are totally closed.
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Potpuno smo zatvoreni.
00:36
And as you can imagine,
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I kako možete i zamisliti,
00:38
it is a lovely and very energetic time.
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to je divno i energično vrijeme.
00:42
I originally had opened the studio in New York
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U samim početcima otvorio sam studio u New Yorku
00:45
to combine my two loves, music and design.
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s namjerom da spojim moje dvije ljubavi, glazbu i dizajn.
00:48
And we created videos and packaging
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Stvorili smo reklame
00:51
for many musicians that you know,
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za mnoge glazbenike koje poznajete.
00:53
and for even more that you've never heard of.
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A još više njih za one za koje nikada niste čuli.
00:57
As I realized, just like with many many things in my life
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Shvatio sam da se baš kao i mnogim stvarima u životu
01:01
that I actually love,
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koje volim,
01:03
I adapt to it.
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prilagođavam i ovome.
01:05
And I get, over time, bored by them.
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I s vremenom mi postane dosadno.
01:07
And for sure, in our case,
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Zasigurno i u našem slučaju,
01:10
our work started to look the same.
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posao nam je počeo izgledati jednolično.
01:12
You see here a glass eye in a die cut of a book.
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Ovdje vidite stakleno oko smješteno u usjek knjige.
01:15
Quite the similar idea, then, a perfume packaged
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Zatim, vrlo slična ideja, parfem umotan
01:18
in a book, in a die cut.
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u knjigu, u usjek knjige.
01:22
So I decided to close it down for one year.
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Stoga sam odlučio zatvoriti na godinu dana.
01:27
Also is the knowledge that
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Znamo da
01:29
right now we spend about
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prvih
01:31
in the first 25 years of our lives learning,
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25 godina života provedemo učeći.
01:35
then there is another 40 years
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Zatim slijedi još 40 godina
01:37
that's really reserved for working.
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koje su rezervirane za rad.
01:40
And then tacked on at the end of it
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A zatim pričvršćeno na kraju,
01:42
are about 15 years for retirement.
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otprilike 15 godina namijenjenih mirovini.
01:45
And I thought it might be helpful
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I mislio sam da bi moglo biti od pomoći
01:48
to basically cut off five of those retirement years
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uzeti pet umirovljeničkih godina
01:52
and intersperse them in between those working years.
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i razmjestiti ih između ovih radnih godina.
01:58
(Applause)
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(Pljesak)
02:04
That's clearly enjoyable for myself.
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To mi je očito ugodno.
02:06
But probably even more important is
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A ono što je vjerojatno važnije jest
02:09
that the work that comes out of these years
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da sve te godine rada
02:12
flows back into the company
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odu na nekakvo poduzeće
02:14
and into society at large,
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i društvo
02:16
rather than just benefiting a grandchild or two.
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prije nego što učine dobro nečijim unucima.
02:22
There is a fellow TEDster who spoke two years ago,
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Kolega TED-ovac koji je govorio prije dvije godine,
02:25
Jonathan Haidt,
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Jonathan Haidt,
02:27
who defined his work into three different levels.
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definirao je svoj posao unutar tri različite razine.
02:31
And they rang very true for me.
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I to razine koje i meni odgovaraju.
02:33
I can see my work as a job. I do it for money.
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Vidim svoj rad kao običan posao. Posao koji radim zbog novca.
02:36
I likely already look forward to the weekend on Thursdays.
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Četvrtkom se već vjerojatno veselim vikendu.
02:40
And I probably will need a hobby as a leveling mechanism.
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I vjerojatno ću trebati nekakvu zanimaciju kao mehanizam rangiranja.
02:45
In a career I'm definitely more engaged.
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Više sam angažiran što se tiče karijere.
02:48
But at the same time, there will be periods when I think
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Ali u isto vrijeme, doći će određeni periodi kada ću se zapitati
02:50
is all that really hard work really worth my while?
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isplati li se sav taj teški rad?
02:55
While in the third one, in the calling,
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A što se tiče mog poziva,
02:57
very much likely I would do it also
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vjerojatno bih ga slijedio
03:00
if I wouldn't be financially compensated for it.
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čak i kada ne bih bio plaćen za njega.
03:04
I am not a religious person myself,
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Nisam religiozna osoba,
03:06
but I did look for nature.
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ali tragao sam za prirodom.
03:09
I had spent my first sabbatical in New York City.
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Prvu slobodnu godinu proveo sam u New Yorku.
03:13
Looked for something different for the second one.
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Drugi put, tražio sam nešto drukčije.
03:16
Europe and the U.S. didn't really feel enticing
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Europa i SAD nisu se činile primamljive
03:19
because I knew them too well. So Asia it was.
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jer ih predobro poznajem. Stoga je to bila Azija.
03:22
The most beautiful landscapes I had seen in Asia
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Najljepši krajolici koje sam vidio u Aziji
03:24
were Sri Lanka and Bali.
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bili su Šri Lanka i Bali.
03:26
Sri Lanka still had the civil war going on, so Bali it was.
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Budući da je u Šri Lanci još uvijek trajao rat, otišao sam na Bali.
03:30
It's a wonderful, very craft-oriented society.
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Prekrasno društvo vrlo usmjereno obrtu.
03:34
I arrived there in September 2008,
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Stigao sam tamo u rujnu 2008.,
03:38
and pretty much started to work right away.
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i praktički odmah počeo raditi.
03:41
There is wonderful inspiration coming from the area itself.
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Ta okolina bila je inspirirajuća.
03:47
However the first thing that I needed was
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Ali prvo što mi je tamo trebalo, bilo je
03:50
mosquito repellent typography
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napraviti reklamu za repelente protiv komaraca
03:53
because they were definitely around heavily.
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jer ih je bilo mnogo.
03:56
And then I needed some sort of way
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I morao sam pronaći način
03:59
to be able to get back to all the wild dogs
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kako doći do svoje kuće koja je bila okružena
04:02
that surround my house,
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divljim psima
04:04
and attacked me during my morning walks.
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koji su me znali napasti tijekom mojih jutarnjih šetnji.
04:07
So we created this series of 99 portraits on tee shirts.
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Stoga smo napravili seriju od 99 portreta na majicama.
04:13
Every single dog on one tee shirt.
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Po jedan pas na svakoj majici.
04:17
As a little retaliation
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Poput male odmazde
04:19
with a just ever so slightly menacing message
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s lagano prijetećom porukom
04:23
(Laughter)
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(Smijeh)
04:24
on the back of the shirt.
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na stražnjoj strani majice.
04:26
(Laughter)
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(Smijeh)
04:28
Just before I left New York
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Prije nego sam napustio New York,
04:30
I decided I could actually renovate my studio.
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odlučio sam da bih mogao renovirati svoj studio.
04:34
And then just leave it all to them.
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I prepustiti sav taj rad drugima.
04:37
And I don't have to do anything.
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Tako da ja ne moram ništa raditi.
04:39
So I looked for furniture.
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I tako sam krenuo u potragu za namještajem.
04:41
And it turned out that
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I ispalo je da si nisam mogao priuštiti
04:43
all the furniture that I really liked,
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sav namještaj koji mi se
04:45
I couldn't afford.
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stvarno sviđao,
04:47
And all the stuff I could afford, I didn't like.
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a sve što sam si mogao priuštiti nije mi se sviđalo.
04:49
So one of the things that we pursued in Bali
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Stoga, jedna od stvari za kojom smo tragali na Baliju
04:51
was pieces of furniture.
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bili su komadi namještaja.
04:54
This one, of course, still works with the wild dogs.
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Ovaj komad s divljim psima
04:57
It's not quite finished yet.
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nije još u potpunosti završen.
05:00
And I think by the time this lamp came about,
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I mislim da ću se sprijateljiti s onim psima dok ova svjetiljka bude završena.
05:03
(Laughter)
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(Smijeh)
05:05
I had finally made peace with those dogs.
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Napokon sam napravio rad sa tim psima.
05:09
(Laughter)
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(Smijeh)
05:14
Then there is a coffee table. I also did a coffee table.
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Treći komad je stol za kavu. I njega sam napravio.
05:17
It's called Be Here Now.
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Zove se Budi Ovdje Sada.
05:19
It includes 330 compasses.
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Na njemu se nalazi 330 kompasa.
05:23
And we had custom espresso cups made
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Uzimali smo obične šalice za kavu
05:26
that hide a magnet inside,
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u koje smo sakrili magnete
05:28
and make those compasses go crazy,
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kako bi kompasi poludjeli,
05:31
always centering on them.
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uvijek pokazujući na njih.
05:34
Then this is a fairly talkative, verbose kind of chair.
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Zatim ova stolica, vrlo pričljiva.
05:42
I also started meditating for the first time in my life in Bali.
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Počeo sam meditirati na Baliju po prvi puta u životu.
05:46
And at the same time, I'm extremely aware
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Istovremeno, svjestan sam
05:48
how boring it is to hear about other people's happinesses.
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koliko je dosadno slušati o tuđoj poslovnoj sreći.
05:52
So I will not really go too far into it.
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Stoga, neću ulaziti previše u to.
05:57
Many of you will know this TEDster,
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Mnogi od vas znaju ovog TED-ovca,
06:00
Danny Gilbert, whose book, actually,
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Danny-a Gilbert-a čiju sam knjigu zapravo
06:02
I got it through the TED book club.
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i nabavio preko TED kluba prijatelja knjiga.
06:04
I think it took me four years
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Mislim da mi je trebalo četiri godine
06:06
to finally read it, while on sabbatical.
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da ju konačno pročitam, i to tijekom godišnjeg.
06:10
And I was pleased to see
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Bilo mi je drago
06:12
that he actually wrote the book while he was on sabbatical.
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što je on zapravo svoju knjigu napisao dok je bio na godišnjem.
06:16
And I'll show you a couple of people
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I pokazat ću vam nekoliko osoba
06:18
that did well by pursuing sabbaticals.
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koje su učinile dobro upražnjavajući odmore.
06:22
This is Ferran Adria. Many people think
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Ovo je Ferran Adria. Mnogi misle da je
06:24
he is right now the best chef in the world
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on trenutno najbolji kuhar na svijetu
06:27
with his restaurant north of Barcelona, El Bulli.
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u svom restoranu na sjeveru Barcelone, elBulli-u.
06:30
His restaurant is open seven months every year.
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Njegov restoran je otvoren sedam mjeseci svake godine.
06:32
He closes it down for five months
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On ga zatvara na pet mjeseci
06:34
to experiment with a full kitchen staff.
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kako bi eksperimentirao i istraživao zajedno sa svojim kuharskim osobljem.
06:37
His latest numbers are fairly impressive.
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Njegovi posljednji brojevi prilično su impresivni.
06:39
He can seat, throughout the year,
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Tijekom godine
06:43
he can seat 8,000 people.
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njegovim restoranom prođe 8.000 ljudi.
06:46
And he has 2.2 million requests for reservations.
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I godišnje prima 2.2 milijuna zahtjeva za rezervacije.
06:51
If I look at my cycle, seven years, one year sabbatical,
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Ako pogledam svoj ciklus, sedam godina, jedna godina odmora,
06:54
it's 12.5 percent of my time.
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to je 12,5 posto moga vremena.
06:57
And if I look at companies that are actually more successful than mine,
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I ako pogledam poduzeća koja su uspješnija od mojeg,
07:02
3M since the 1930s
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poput 3M-a koji od 1930.-ih
07:05
is giving all their engineers
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svojim inženjerima
07:07
15 percent to pursue whatever they want.
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daje 15 posto vremena na vlastitu volju,
07:11
There is some good successes.
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mogu zaključiti da u tome ima uspjeha.
07:13
Scotch tape came out of this program,
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Scotch samoljepljive trake, proizašle su nakon ove akcije,
07:16
as well as Art Fry developed
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također je i Art Fry osmislio
07:20
sticky notes from during his personal time for 3M.
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samoljepljive blokiće tijekom svog slobodnog vremena u 3M-u.
07:24
Google, of course, very famously
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Naravno i Google
07:26
gives 20 percent for their software engineers
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svojim inženjerima ostavlja 20 posto vremena
07:28
to pursue their own personal projects.
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za vlastite projekte.
07:32
Anybody in here has actually ever conducted a sabbatical?
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Je li netko od vas ikada bio na takvom dopustu?
07:38
That's about five percent of everybody.
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Takvih je otprilike 5 posto.
07:44
So I'm not sure if you saw your neighbor putting their hand up.
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Nisam siguran jeste li vidjeli svog susjeda da je podigao ruku.
07:48
Talk to them about if it was successful or not.
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Pričajte im je li bilo uspješno ili ne.
07:52
I've found that
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Shvatio sam da je
07:54
finding out about what I'm going to like in the future,
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za spoznaju onoga što će mi se u budućnosti sviđati,
07:58
my very best way is to talk to people
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najbolje pričati s ljudima
08:00
who have actually done it
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koji su nešto učinili
08:02
much better than myself envisioning it.
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bolje nego ja sam dok sam si to zamišljao.
08:06
When I had the idea of doing one,
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Kada sam imao određenu ideju,
08:08
the process was I made the decision and I put it into my daily planner book.
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donio bih odluku i upisao je u svoj dnevni raspored.
08:14
And then I told as many, many people as I possibly could about it
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I rekao bih to što većem broju ljudi
08:18
so that there was no way that I could chicken out later on.
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kako se poslije ne bih ustrtario i odustao.
08:21
(Laughter)
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(Smijeh)
08:23
In the beginning, on the first sabbatical,
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U početku, na mom prvom sabatikalu,
08:26
it was rather disastrous.
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bilo je katastrofalno.
08:30
I had thought that I should do this without any plan,
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Mislio sam da bih trebao činiti stvari bez prethodnog planiranja
08:34
that this vacuum of time somehow would
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i da bi ovaj vakuum vremena nekako bio
08:38
be wonderful and enticing
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predivan i primamljiv
08:40
for idea generation. It was not.
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za razvijanje ideja. Ali, nije.
08:43
I just, without a plan, I just reacted
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Stoga, nisam planirao, samo sam reagirao
08:47
to little requests, not work requests,
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na male zahtjeve, ali ne poslovne zahtjeve,
08:50
those I all said no to, but other little requests.
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njima sam rekao ne, nego druge male zahtjeve,
08:53
Sending mail to Japanese design magazines and things like that.
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poput slanja elektroničke pošte japanskim dizajnerskim časopisima i slične stvari.
08:56
So I became my own intern.
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Stoga sam postao sam svoj stažist.
08:58
(Laughter)
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(Smijeh)
09:01
And I very quickly
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Vrlo brzo
09:03
made a list of the things I was interested in,
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napravio sam popis stvari koje su me zanimale,
09:07
put them in a hierarchy, divided them into chunks of time
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poredao sam ih po važnosti i rasporedio ih u komade vremena,
09:11
and then made a plan, very much like in grade school.
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potom napravio plan, poput rasporeda u osnovnoj školi.
09:15
What does it say here? Monday, 8 to 9: story writing;
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Što ovdje piše? Ponedjeljak od osam do devet: pisanje priča.
09:19
9 to 10: future thinking.
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Od devet do deset: razmišljanje o budućnosti.
09:21
Was not very successful. And so on and so forth.
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Nije bilo baš uspješno. I tako dalje i tako dalje.
09:24
And that actually, specifically as a starting point
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I onda je to zapravo počelo
09:26
of the first sabbatical, worked really well for me.
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pozitivno utjecati na mene.
09:29
What came out of it?
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Što je iz toga proizašlo?
09:31
I really got close to design again.
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Opet sam se približio svijetu dizajna.
09:33
I had fun.
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I zabavljao se.
09:35
Financially, seen over the long term, it was actually successful.
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Financijski je to dugoročno bilo uspješno.
09:38
Because of the improved quality, we could ask for higher prices.
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Zbog poboljšane kvalitete mogli smo tražiti i više cijene.
09:43
And probably most importantly,
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I možda ono najvažnije,
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basically everything we've done
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praktički sve što smo napravili
09:47
in the seven years following the first sabbatical
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u sljedećih sedam godina nakon prvog takvog odmora,
09:49
came out of thinking of that one single year.
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proizašlo je iz razmišljanja tijekom te jedne godine.
09:53
And I'll show you a couple of projects
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Pokazat ću vam nekoliko projekata
09:56
that came out of the seven years following that sabbatical.
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koji su proizašli u tih sedam godina.
10:01
One of the strands of thinking I was involved in was
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Jedan od aspekata mišljenja u koji sam bio uključen bilo je
10:05
that sameness is so incredibly overrated.
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kako je nepromjenjivost precijenjena.
10:07
This whole idea that everything needs to be exactly the same
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Cijela ta ideja da sve mora biti u potpunosti jednako
10:11
works for a very very few strand of companies,
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pali samo kod vrlo malog broja poduzeća,
10:14
and not for everybody else.
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ali ne i za sve ostale.
10:16
We were asked to design an identity for Casa da Musica,
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Zamolili su nas da dizajniramo nešto što će predstavljati Casa de Musica,
10:20
the Rem Koolhaas-built music center
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glazbeni centar
10:23
in Porto, in Portugal.
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u Portu, u Portugalu kojeg je projektirao Rem Koolhaas.
10:25
And even though I desired to do an identity
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I iako sam imao želju napraviti reklamu
10:29
that doesn't use the architecture,
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koja neće koristiti arihtekturu,
10:33
I failed at that.
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nisam uspio.
10:35
And mostly also because I realized
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I uglavnom zato što sam shvatio
10:38
out of a Rem Koolhaas presentation to the city of Porto, where
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i to iz njegove prezentacije u kojoj je
10:41
he talked about a conglomeration of various layers of meaning.
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govorio o koncentriranju različitih slojeva značenja.
10:45
Which I understood after I
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Shvatio sam to tek kada sam
10:47
translated it from architecture speech
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ju preveo iz stručnog govora
10:49
in to regular English,
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na običan engleski,
10:51
basically as logo making.
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da se radi o izradi logotipa.
10:53
And I understood that the building itself was a logo.
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I shvatio sam da je građevina sama po sebi logotip.
10:56
So then it became quite easy.
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Tada je postalo lako.
10:58
We put a mask on it,
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Prvo stavimo masku,
11:00
looked at it deep down in the ground,
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pogledamo je dobro
11:02
checked it out from all sides,
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sa svih strana,
11:05
west, north, south, east,
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zapada, sjevera, juga, istoka,
11:08
top and bottom.
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vrha i dna.
11:10
Colored them in a very particular way
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Obojimo ih zatim na specifične načine,
11:12
by having a friend of mine write a piece of software,
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i to uz pomoć prijatelja i njegovog softvera,
11:15
the Casa da Musica Logo Generator.
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Casa de Musica Logo Generator-a
11:17
That's connected to a scanner.
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koji je povezan sa skenerom.
11:20
You put any image in there, like that Beethoven image.
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Stavite nekakvu sliku, poput ove Beethoven-ove
11:23
And the software, in a second,
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te vam u sljedećem trenutku softver
11:26
will give you the Casa da Musica Beethoven logo.
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stvori logotip Casa de Musica Beethoven.
11:29
Which, when you actually have to design a Beethoven poster,
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I to vam je zapravo vrlo korisno kad trebate dizajnirati plakat koji će predstavljati Beethovena,
11:32
comes in handy, because the visual information of the logo
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jer su vizualno logotip
11:37
and the actual poster is exactly the same.
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i stvarni plakat potpuno isti.
11:40
So it will always fit together, conceptually, of course.
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Stoga će oni uvijek konceptualno odgovarati jedno drugome.
11:44
If Zappa's music is performed, it gets its own logo.
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Ako će biti predstavljena Zappina glazba, onda ona dobije svoj logotip.
11:48
Or Philip Glass or Lou Reed or the Chemical Brothers,
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Ili Phillip Glass ili Lou Reed ili Chemical Brothers,
11:51
who all performed there, get their own
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koji su svi tamo i nastupili, svi dobiju svoj
11:53
Casa da Musica logo.
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vlastiti Casa de Musica logotip.
11:55
It works the same internally with the president or the musical director,
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Isto se radi i s predsjednikom ili glazbenim direktorom
11:59
whose Casa da Musica portraits wind up on their business cards.
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Casa de Musica-e čiji se portreti nalaze na njihovim podsjetnicama.
12:03
There is a full-blown orchestra
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U zgradi živi čitav
12:05
living inside the building.
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jedan orkestar.
12:08
It has a more transparent identity.
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Njihova oznaka je malo uočljivija.
12:12
The truck they go on tour with.
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Kamion kojim idu na turneju.
12:15
Or there's a smaller contemporary orchestra,
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Ili, također postoji manji suvremeni orkestar
12:18
12 people that remixes its own title.
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12 ljudi koji stvaraju svoj vlastiti logotip.
12:24
And one of the handy things that came about
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Ono što je korisno je da
12:26
was that you could take the logo type
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možete uzeti logotip
12:29
and create advertising out of it.
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i od njega napraviti reklamu,
12:32
Like this Donna Toney poster,
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poput reklamnog plakata za Donnu Toney
12:34
or Chopin, or Mozart,
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ili Chopina, Mozarta
12:36
or La Monte Young.
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ili La Monte Younga.
12:38
You can take the shape and make typography out of it.
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Možete sačuvati oblik i od njega izraditi reklamu.
12:42
You can grow it underneath the skin.
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Možete ga gravirati ispod kože.
12:44
You can have a poster for a family event in front of the house,
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Možete napraviti plakat za obiteljski događaj ispred kuće
12:48
or a rave underneath the house
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ili za rave party u podrumu kuće
12:51
or a weekly program,
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ili pak za tjedni program
12:53
as well as educational services.
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kao i za obrazovne usluge.
12:57
Second insight. So far, until that point I had
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Druga predodžba. Dosad, do te točke
13:00
been mostly involved
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uglavnom sam
13:03
or used the language of design
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koristio jezik dizajna
13:05
for promotional purposes,
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za promociju,
13:07
which was fine with me.
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što je meni bilo u redu.
13:09
On one hand I have nothing against selling.
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S jedne strane nemam ništa protiv prodaje.
13:11
My parents are both salespeople.
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Moji su roditelji bili trgovci.
13:14
But I did feel that
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Ali počeo sam osjećati da
13:16
I spent so much time learning this language,
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previše vremena učim samo taj jezik,
13:18
why do I only promote with it?
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i zašto samo njime vršim promociju?
13:21
There must be something else.
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Mora postojati nešto drugačije.
13:23
And the whole series of work came out of it.
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I iz toga je proizišao cijeli niz poslova.
13:25
Some of you might have seen it.
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Neki od vas možda su ih vidjeli.
13:27
I showed some of it
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Neke sam pokazao
13:29
at earlier TEDs before,
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ranije na TED-u,
13:31
under the title "Things I've Learned in My Life So Far."
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pod naslovom „Stvari koje sam dosada naučio“.
13:34
I'll just show two now.
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Sada ću pokazati samo dvije.
13:36
This is a whole wall of bananas
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Ovo je zid izgrađen u cijelosti od banana
13:39
at different ripenesses
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u različitim stupnjevima zrelosti,
13:41
on the opening day in this gallery in New York.
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na dan otvorenja galerije u New Yorku.
13:44
It says, "Self-confidence produces fine results."
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Na njemu piše, „Samopouzdanje vodi ka dobrim rezultatima.“
13:48
This is after a week.
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Ovo je nakon tjedan dana.
13:50
After two weeks,
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Nakon dva tjedna,
13:52
three weeks, four weeks, five weeks.
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tri tjedna, četiri tjedna, pet tjedana.
13:55
And you see the self confidence almost comes back,
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I vidite, samopouzdanje se skoro vrati,
13:57
but not quite.
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ali ne u potpunosti.
14:01
These are some pictures visitors sent to me.
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Ovo su neke od slika koje su mi poslali posjetitelji.
14:04
(Laughter)
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(Smijeh)
14:05
And then the city of Amsterdam
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U Amsterdamu su nas
14:07
gave us a plaza and asked us to do something.
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zamolili da napravimo nešto na trgu.
14:10
We used the stone plates as a grid
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Koristili smo kamene ploče kao rešetke
14:14
for our little piece.
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za naš mali komad.
14:17
We got 250,000 coins from the central bank,
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Iz centralne banke uzeli smo 250 tisuća novčića
14:21
at different darknesses.
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različitih stupnjeva tamnoće.
14:23
So we got brand new ones, shiny ones,
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Bili su to novi, sjajni,
14:25
medium ones, and very old, dark ones.
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srednje stari i vrlo stari, tamni novčići.
14:29
And with the help of 100 volunteers, over a week,
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I uz pomoć 100 volontera u tjedan dana
14:33
created this fairly floral typography
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smo na kamenim pločama napravili tipografiju
14:38
that spelled, "Obsessions make my life worse
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na kojoj je pisalo, „Opsesije mi pogoršavaju život,
14:40
and my work better."
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ali mi poboljšavaju posao“.
14:42
And the idea of course was to
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Ideja je bila
14:44
make the type so precious
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napraviti to tako
14:47
that as an audience
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da bi vas kao publiku
14:49
you would be in between,
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dovelo u dilemu.
14:51
"Should I really take as much money as I can?
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„Da li da uzmem novaca što više mogu?
14:53
Or should I leave the piece intact as it is right now?"
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Ili da ostavim to tako kako je?“
14:58
While we built all this up
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Dok smo ovo gradili
15:00
during that week, with the 100 volunteers,
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u tijeku tjedana dana, sa stotinu volontera,
15:02
a good number of the neighbors surrounding the plaza
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veliki broj ljudi približio se trgu
15:06
got very close to it and quite loved it.
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i vrlo im se svidjelo ono što su tamo vidjeli.
15:08
So when it was finally done,
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Stoga kada je to napokon bilo gotovo,
15:10
and in the first night
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prve noći,
15:12
a guy came with big plastic bags
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došao je čovjek sa plastičnom vrećicom
15:14
and scooped up as many coins as he could possibly carry,
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i pokupio je novaca koliko god je mogao ponijeti,
15:19
one of the neighbors called the police.
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jedan od susjeda pozvao je policiju.
15:21
And the Amsterdam police
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Amsterdamska policija
15:23
in all their wisdom,
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se u svoj svojoj veličini
15:26
came, saw,
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pojavila, vidjela
15:28
and they wanted to protect the artwork.
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i pokušala zaštititi umjetnički rad.
15:30
And they swept it all up and put it into custody
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Pokupili su sve novčiće i
15:33
at police headquarters.
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odnijeli ih u policijsko sjedište.
15:35
(Laughter)
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(Smijeh)
15:37
I think you see, you see them sweeping. You see them sweeping right here.
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Možete ih vidjeti ovdje kako kupe novčiće.
15:40
That's the police, getting rid of it all.
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To je policija koja se rješava cijelog rada.
15:44
So after eight hours
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I nakon osam sati
15:46
that's pretty much all that was left
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to je u biti sve što je ostalo
15:48
of the whole thing.
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od cijele stvari.
15:50
(Laughter)
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(Smijeh)
15:52
We are also working on the start of a bigger project in Bali.
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Također započinjemo jedan veći projekt na Baliju.
15:55
It's a movie about happiness.
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To je film o sreći.
15:57
And here we asked some nearby pigs
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Zamolili smo najbliže svinje
16:00
to do the titles for us.
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da nam napišu naslov filma.
16:02
They weren't quite slick enough.
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No nisu baš bile vješte,
16:04
So we asked the goose to do it again,
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pa smo zamolili gusku da napravi to isto,
16:06
and hoped she would do somehow,
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nadajući se da će ona nekako
16:08
a more elegant or pretty job.
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to učiti elegantnije.
16:11
And I think she overdid it.
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I mislim da je to napravila prelijepo,
16:13
Just a bit too ornamental.
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čak previše kičasto.
16:16
And my studio is very close to the monkey forest.
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Moj studio je blizu šume u kojoj se nalaze majmuni,
16:20
And the monkeys in that monkey forest
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a ti majmuni
16:22
looked, actually, fairly happy.
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izgledali su dovoljno sretno
16:24
So we asked those guys to do it again.
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pa smo ih zamolili da oni učine to isto.
16:29
They did a fine job, but had
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Oni su napravili dobar posao ali
16:31
a couple of readability problems.
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postojali su problemi sa čitljivošću.
16:36
So of course whatever you don't really do yourself
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Stoga, zapravo, sve što ne napravite sami
16:39
doesn't really get done properly.
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ne bude dobro.
16:43
That film we'll be working on for the next two years.
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Na tome filmu radit ćemo naredne dvije godine.
16:47
So it's going to be a while.
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Stoga će to potrajati.
16:50
And of course you might think that
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I možda mislite da se
16:52
doing a film on happiness
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rad na filmu o sreći
16:55
might not really be worthwhile.
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neće isplatiti,
16:57
Then you can of course always
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ali onda uvijek možete
16:59
go and see this guy.
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otići i pogledati ovog tipa.
17:01
Video: (Laughter)
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Video: (Smijeh)
17:16
And I'm happy I'm alive.
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I ja sam sretan što sam živ.
17:18
I'm happy I'm alive. I'm happy I'm alive.
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Ja sam sretan što sam živ. Ja sam sretan što sam živ.
17:25
Stefan Sagmeister: Thank you.
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Stefan Sagmeister: Hvala vam.
17:27
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Stefan Sagmeister - Graphic designerRenowned for album covers, posters and his recent book of life lessons, designer Stefan Sagmeister invariably has a slightly different way of looking at things.
Why you should listen
Stefan Sagmeister is no mere commercial gun for hire. Sure, he's created eye-catching graphics for clients including the Rolling Stones and Lou Reed, but he pours his heart and soul into every piece of work. His design work is at once timeless and of the moment, and his painstaking attention to the smallest details creates work that offers something new every time you look at it.
While a sense of humor invariably surfaces in his designs, Sagmeister is nonetheless very serious about his work; his intimate approach and sincere thoughtfulness elevate his design. A genuine maverick, Sagmeister achieved notoriety in the 1990s as the designer who self-harmed in the name of craft: He created a poster advertising a speaking engagement by carving the salient details onto his torso.
Stefan Sagmeister | Speaker | TED.com