TED2014
Marc Kushner: Why the buildings of the future will be shaped by ... you
Mark Kušner (Marc Kushner): Zgrade budućnosti oblikovaćete... vi
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"U arhitekturi se ne radi o matematici ili zoniranju - radi se o dubokim emocijama", kaže Mark Kušner. U opširnom, i često zabavnom, govoru, on prolazi kroz poslednjih 30 godina arhitekture, da pokaže kako je javnost, nekada neangažovana, postala važan deo procesa projektovanja. Uz pomoć društvenih medija, povratna informacija do arhitekata stiže godinama pre nego što je zgrada i sagrađena. Rezultat? Arhitektura koja će nam služiti bolje nego ikada ranije.
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 poslednjih 30 godina
u istoriji arhitekture.
u istoriji arhitekture.
00:19
That's a lot to pack into 18 minutes.
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To je mnogo toga za 18 minuta.
00:22
It's a complex topic,
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Tema je kompleksna,
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 se samo upustiti u nju
na kompleksnom mestu:
na kompleksnom mestu:
00:28
New Jersey.
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Nju Džerzi.
00:29
Because 30 years ago, I'm from Jersey,
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Ja sam iz Nju Džerzija, i pre 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 i živeo sam tamo
u kući svojih roditelja
u kući svojih roditelja
00:36
in a town called Livingston,
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u gradu Livingstonu
00:38
and this was my childhood bedroom.
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i ovo je bila moja spavaća soba
iz detinjstva.
iz detinjstva.
00:41
Around the corner from my bedroom
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Na ćošku pored moje spavaće sboe
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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bilo je kupatilo
koje sam delio sa sestrom.
koje sam delio sa sestrom.
00:47
And in between my bedroom and the bathroom
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Između moje spavaće sobe i kupatila
00:50
was a balcony that overlooked
the family room.
the family room.
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nalazio se balkon koji je nadgledao
dnevnu sobu.
dnevnu sobu.
00:53
And that's where everyone
would hang out and watch TV,
would hang out and watch TV,
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Tu bi svi provodili vreme i gledali TV,
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 bi me svaki put kada bih prošao
od spavaće sobe do kupatila
od spavaće sobe do kupatila
01:01
everyone would see me,
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svako video
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 svaki put kada bih se istuširao
i vratio se obmotan peškirom,
i vratio se obmotan peškirom,
01:06
everyone would see me.
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svako bi me video.
01:08
And I looked like this.
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A izgledao sam ovako.
01:10
I was awkward,
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Bilo mi je neprijatno,
01:13
insecure, and I hated it.
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bio sam nesiguran i mrzeo sam taj osećaj.
01:15
I hated that walk, I hated that balcony,
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Mrzeo sam da hodam tu,
mrzeo sam taj balkon,
mrzeo sam 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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To je arhitektura.
01:24
(Laughter)
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(Smeh)
01:26
Done.
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Gotovo.
01:28
That feeling, those emotions that I felt,
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To osećanje, te emocije koje sam osećao,
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 se u arhitekturi ne radi o matematici
niti o podeli na zone,
niti o podeli na zone,
01:37
it's about those visceral,
emotional connections
emotional connections
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radi se o tim ključnim, emotivnim vezama
01:41
that we feel to the places that we occupy.
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koje osećamo u vezi sa mestima
koja nastanjujemo.
koja nastanjujemo.
01:44
And it's no surprise
that we feel that way,
that we feel that way,
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Nije čudno što se tako osećamo,
01:47
because according to the EPA,
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jer po navodima
Agencije za zaštitu okoline,
Agencije za zaštitu okoline,
01:49
Americans spend 90 percent
of their time indoors.
of their time indoors.
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Amerikanci 90% svog vremena
provode unutra.
provode unutra.
01:54
That's 90 percent of our time
surrounded by architecture.
surrounded by architecture.
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To je 90% našeg vremena
gde smo okruženi arhtekturom.
gde smo okruženi arhtekturom.
01:59
That's huge.
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To je ogromno.
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 koje nismo ni shvatali.
na načine koje nismo ni shvatali.
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 lakovernim
i veoma, veoma predvidljivim.
i veoma, veoma predvidljivim.
02:11
It means that when I show you
a building like this,
a building like this,
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To znači da kada vam pokažem
zgradu poput ove,
zgradu poput ove,
02:14
I know what you think:
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znam šta mislite:
02:15
You think "power"
and "stability" and "democracy."
and "stability" and "democracy."
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mislite "moć",
"stabilnost" i "demokratija".
"stabilnost" i "demokratija".
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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I znam da to mislite jer je zasnovana
na zgradi koju su pre 2500 godina
na zgradi koju su pre 2500 godina
02:22
that was build 2,500 years ago
by the Greeks.
by the Greeks.
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sagradili Grci.
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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Ovo je okidač koji arhitekte koriste
02:30
to get you to create
an emotional connection
an emotional connection
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da bi vas navele da stvorite emotivnu vezu
02:34
to the forms that we build
our buildings out of.
our buildings out of.
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sa formama od kojih
stvaramo naše zgrade.
stvaramo naše zgrade.
02:37
It's a predictable emotional connection,
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To je predvidljiva emotivna 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 taj trik koristimo već veoma dugo.
02:43
We used it [200] years ago to build banks.
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Koristili smo ga pre 200 godina
da bismo gradili banke.
da bismo gradili banke.
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. veku
kada smo gradili muzeje umetnosti.
kada smo gradili muzeje umetnosti.
02:50
And in the 20th century in America,
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A u 20. veku u Americi,
02:52
we used it to build houses.
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koristili smo ga za gradnju kuća.
02:54
And look at these solid,
stable little soldiers
stable little soldiers
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Pogledajte samo ove čvrste,
stabilne male vojnike
stabilne male vojnike
02:56
facing the ocean
and keeping away the elements.
and keeping away the elements.
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okrenute ka okeanu
kako odbijaju vremenske prilike.
kako odbijaju vremenske prilike.
03:00
This is really, really useful,
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Ovo je veoma korisno,
03:02
because building things is terrifying.
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zato što je građenje 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, traje veoma dugo,
i veoma je komplikovano.
i veoma je komplikovano.
03:10
And the people that build things --
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A ljudi koji se bave gradnjom -
03:13
developers and governments --
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graditelji i vlade -
03:15
they're naturally afraid of innovation,
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po prirodi se plaše 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 samo koristili one forme
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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Tako dobijemo ovakve zgrade.
03:26
This is a nice building.
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Ovo je fina zgrada.
03:27
This is the Livingston Public Library
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To je gradska biblioteka u Livingstonu
03:30
that was completed in 2004 in my hometown,
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koja je završena 2004. u mom rodnom gradu
03:33
and, you know, it's got a dome
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i znate, ima kulu
03:34
and it's got this round thing
and columns, red brick,
and columns, red brick,
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i ovu okruglu stvar i stubove,
crvenu ciglu i nekako
crvenu ciglu i nekako
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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možete pretpostaviti šta Livingston
pokušava da kaže ovom zgradom:
pokušava da kaže ovom zgradom:
03:43
children, property values and history.
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deca, vrednost nekretnina i istorija.
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 zapravo nema puno veze s time
čime se biblioteka danas bavi.
čime se biblioteka danas bavi.
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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završena je još jedna biblioteka
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 Sijetlu.
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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Ovde se radi o tome kako konzumiramo
medije u digitalnom dobu.
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 novom prijatnom mestu u gradu,
04:11
a place to gather and read and share.
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mestu za okupljanje, čitanje i deljenje.
04:15
So how is it possible
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Kako je onda 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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dve zgrade, obe biblioteke,
04:22
look so completely different?
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izgledaju potpuno drugačije?
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 je taj da arhitektura funkcioniše
na principu klatna.
na principu klatna.
04:31
On the one side is innovation,
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Sa jedne strane je inovacija
04:34
and architects are constantly pushing,
pushing for new technologies,
pushing for new technologies,
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i arhitekte stalno guraju
ka novim tehnologijama,
ka novim tehnologijama,
04:38
new typologies, new solutions
for the way that we live today.
for the way that we live today.
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novim tipologijama, rešenjima
za načine na koje danas živimo.
za načine na koje danas živimo.
04:41
And we push and we push and we push
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I guramo, guramo i guramo
04:44
until we completely alienate all of you.
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dok se potpuno ne udaljimo od svih vas.
04:46
We wear all black, we get very depressed,
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Nosimo samo crnu odeću,
postanemo veoma depresivni,
postanemo veoma depresivni,
04:49
you think we're adorable,
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mislite da smo simpatični,
04:51
we're dead inside because
we've got no choice.
we've got no choice.
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iznutra smo mrtvi jer nemamo izbora.
04:54
We have to go to the other side
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Moramo da odemo na drugu stranu
04:56
and reengage those symbols
that we know you love.
that we know you love.
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i ponovo koristimo te simbole
koje znamo da volite.
koje znamo da volite.
05:00
So we do that, and you're happy,
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Uradimo to i vi ste srećni,
05:02
we feel like sellouts,
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a mi se osećamo kao da smo se prodali,
05:04
so we start experimenting again
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pa počnemo opet da eksperimentišemo
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 klatno nazad i napred
i nazad i napred
i nazad i napred
05:09
we've gone for the last 300 years,
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kao i proteklih 300 godina
05:11
and certainly for the last 30 years.
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i svakako proteklih 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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U redu, pre 30 godina
izlazili smo iz '70-ih.
izlazili smo iz '70-ih.
05:18
Architects had been busy experimenting
with something called brutalism.
with something called brutalism.
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Arhitekte su eksperimentisale
s nečim što se zove brutalizam.
s nečim što se zove brutalizam.
05:22
It's about concrete.
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Tu se radi o betonu.
05:23
(Laughter)
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(Smeh)
05:25
You can guess this.
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Ovo možete pretpostaviti.
05:26
Small windows, dehumanizing scale.
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Mali prozori,
razmera koja lišava dimenzije.
razmera koja lišava dimenzije.
05:29
This is really tough stuff.
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Ovo su zaista teške stvari.
05:32
So as we get closer to the '80s,
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Što se više približavamo '80-ima,
05:35
we start to reengage those symbols.
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počinjemo da ponovo koristimo te simbole.
05:37
We push the pendulum
back into the other direction.
back into the other direction.
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Guramo klatno nazad u suprotnom smeru.
05:40
We take these forms that we know you love
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Uzimamo ove forme koje znamo da volite
05:43
and we update them.
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i obnavljamo ih.
05:45
We add neon
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Dodajemo neonska svetla
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 obožavate.
05:52
And we can't give you enough of it.
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I ne možete da se zasitite.
05:54
We take Chippendale armoires
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Uzeli smo klasične ormare
05:56
and we turned those into skyscrapers,
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i od njih napravili 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 da budu
srednjovekovni zamkovi od stakla.
srednjovekovni zamkovi od stakla.
06:04
Forms got big,
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Forme su postale velike,
06:05
forms got bold and colorful.
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odvažne i pune boja.
06:08
Dwarves became columns.
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Patuljci su postali stubovi.
06:11
(Laughter)
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(Smeh)
06:12
Swans grew to the size of buildings.
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Labudovi su narasli 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-te i to je kul.
06:20
(Laughter)
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(Smeh)
06:21
We're all hanging out in malls
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Svi provodimo vreme u tržnim 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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a tamo, u predgrađima,
06:28
we can create our own
architectural fantasies.
architectural fantasies.
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možemo da ostvarujemo
svoje arhitektonske fantazije.
svoje arhitektonske fantazije.
06:32
And those fantasies,
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A 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 italijanske.
06:39
(Laughter)
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(Smeh)
06:40
Possibly with endless breadsticks.
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Po mogućstvu uz beskonačne količine kifli.
06:42
This is the thing about postmodernism.
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To je stvar sa postmodernizmom.
06:44
This is the thing about symbols.
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To je stvar sa simbolima.
06:46
They're easy, they're cheap,
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Jednostavni su, jeftini su,
06:49
because instead of making places,
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jer umesto pravljenja mesta,
06:52
we're making memories of places.
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pravimo sećanja na mesta.
06:55
Because I know,
and I know all of you know,
and I know all of you know,
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Zato što znam,
a znam da i svi vi znate,
a znam da i svi vi znate,
06:57
this isn't Tuscany.
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da ovo nije Toskana.
07:00
This is Ohio.
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Ovo je Ohajo.
07:01
(Laughter)
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(Smeh)
07:02
So architects get frustrated,
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Arhitekte se onda frustriraju
07:04
and we start pushing the pendulum
back into the other direction.
back into the other direction.
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i počnemo da guramo klatno
nazad u suprotnom smeru.
nazad u suprotnom smeru.
07:08
In the late '80s and early '90s,
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Krajem '80-ih i početkom '90-ih
07:10
we start experimenting with something
called deconstructivism.
called deconstructivism.
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počinjemo da eksperimentišemo
s nečim što se zove dekonstruktivizam.
s nečim što se zove dekonstruktivizam.
07:14
We throw out historical symbols,
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Izbacujemo istorijske simbole,
07:17
we rely on new, computer-aided
design techniques,
design techniques,
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oslanjamo se na nove tehnike dizajna
potpomognute kompjuterima
potpomognute kompjuterima
07:21
and we come up with new compositions,
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i dolazimo do novih kompozicija
07:23
forms crashing into forms.
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gde se forme sudaraju s formama.
07:26
This is academic and heady stuff,
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Ovo su plahovite, akademske stvari,
07:29
it's super unpopular,
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veoma nepopularne,
07:31
we totally alienate you.
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potpuno se udaljavamo od vas.
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 klatno prosto vratilo
i otišlo u suprotnom smeru.
i otišlo u suprotnom smeru.
07:37
And then, something amazing happened.
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A onda se desilo nešto neverovatno.
07:40
In 1997, this building opened.
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Godine 1997. otvorena je ova zgrada.
07:43
This is the Guggenheim Bilbao,
by Frank Gehry.
by Frank Gehry.
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Ovo je Gugenhajm Bilbao,
autora Frenka Gerija.
autora Frenka Gerija.
07:48
And this building
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Ova zgrada iz korena menja
07:49
fundamentally changes
the world's relationship to architecture.
the world's relationship to architecture.
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povezanost sveta s arhitekturom.
07:54
Paul Goldberger said that Bilbao
was one of those rare moments
was one of those rare moments
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Pol Goldberger je rekao da je Bilbao
bio jedan od onih retkih trenutaka
bio jedan od onih retkih trenutaka
07:58
when critics, academics,
and the general public
and the general public
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kada su kritičari, akademici
i opšte javno mnjenje
i opšte javno mnjenje
08:01
were completely united around a building.
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imali potpuno isto mišljenje o zgradi.
08:05
The New York Times
called this building a miracle.
called this building a miracle.
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Njujork Tajms nazvao je ovu zgradu čudom.
08:09
Tourism in Bilbao increased 2,500 percent
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Turizam u Bilbau porastao je za 2500%
08:14
after this building was completed.
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nakon što je ova zgrada završena.
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 želeli
jednu od ovih zgrada -
jednu od ovih zgrada -
08:21
L.A.,
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Los Anđeles,
08:23
Seattle,
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Sijetl,
08:25
Chicago,
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Čikago,
08:26
New York,
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Njujork,
08:28
Cleveland,
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Klivlend,
08:30
Springfield.
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Springfild.
08:31
(Laughter)
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(Smeh)
08:32
Everybody wants one,
and Gehry is everywhere.
and Gehry is everywhere.
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Svi žele po jednu ovu zgradu
i Geri je svuda.
i Geri je svuda.
08:36
He is our very first starchitect.
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On je naš prvi arhitekta-zvezda.
08:39
Now, how is it possible
that these forms --
that these forms --
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Kako je onda moguće da ove forme -
08:44
they're wild and radical --
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divlje su i radikalne -
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 one postaju
tako prisutne širom sveta?
tako prisutne širom sveta?
08:51
And it happened because media
so successfully galvanized around them
so successfully galvanized around them
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To se desilo zato što su ih mediji
tako uspešno podstakli
tako uspešno podstakli
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 ove forme
podrazumevaju kulturu i turizam.
podrazumevaju kulturu i turizam.
09:03
We created an emotional
reaction to these forms.
reaction to these forms.
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Stekli smo emotivnu reakciju na ove forme.
09:06
So did every mayor in the world.
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Kao i svaki gradonačelnik na svetu.
09:08
So every mayor knew
that if they had these forms,
that if they had these forms,
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Svaki gradonačelnik je znao
da ako ima ove forme,
da ako ima ove forme,
09:11
they had culture and tourism.
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ima 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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Ova pojava pred svitanje novog milenijuma
09:18
happened to a few other starchitects.
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desila se i nekim drugim
arhitektima-zvezdama.
arhitektima-zvezdama.
09:20
It happened to Zaha
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Desilo se Zahi
09:22
and it happened to Libeskind,
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i desilo se Libeskindu,
09:25
and what happened
to these elite few architects
to these elite few architects
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i ono što se desilo ovoj nekolicini
elitnih arhitekata
elitnih arhitekata
09:29
at the turn of the new millennium
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u osvit novog milenijuma,
09:31
could actually start to happen
to the entire field of architecture,
to the entire field of architecture,
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moglo bi da počne da se dešava
celom polju arhitekture,
celom polju arhitekture,
09:35
as digital media starts
to increase the speed
to increase the speed
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jer digitalni mediji počinju
da povećavaju brzinu
da povećavaju 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 o tome
kako konzumirate arhitekturu.
kako konzumirate arhitekturu.
09:44
A thousand years ago,
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Pre hiljadu 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 ste da odšetate do sledećeg sela
kako biste videli zgradu.
kako biste videli zgradu.
09:49
Transportation speeds up:
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Ubrzava se transport:
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 čamcem, avionom,
možete biti turista.
možete biti turista.
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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Ubrzava se tehnologija:
zgradu možete videti u novinama, na TV-u,
zgradu možete videti u novinama, na TV-u,
09:57
until finally, we are all
architectural photographers,
architectural photographers,
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dok konačno svi ne postanemo
arhitektonski fotografi
arhitektonski fotografi
10:01
and the building has become
disembodied from the site.
disembodied from the site.
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i zgrada ne postane odvojena od mesta.
10:06
Architecture is everywhere now,
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Arhitektura je sada svuda
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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konačno sustigla brzinu arhitekture.
10:17
Because architecture
actually moves quite quickly.
actually moves quite quickly.
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Arhitektura se zapravo
kreće prilično brzo.
kreće prilično brzo.
10:19
It doesn't take long
to think about a building.
to think about a building.
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Ne treba mnogo vremena da smislite zgradu.
10:22
It takes a long time to build a building,
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Potrebno je mnogo vremena
da se ona izgradi,
da se ona izgradi,
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 u međuvremenu,
arhitekta će dizajnirati dve ili osam
arhitekta će dizajnirati dve ili osam
10:30
or a hundred other buildings
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ili stotinu drugih građevina
pre nego što sazna da li je ta građevina
koju je dizajnirao pre četiri godine
koju je dizajnirao pre četiri godine
10:33
before they know if that building
that they designed four years ago
that they designed four years ago
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10:37
was a success or not.
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bila uspešna li ne.
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 nikada nije postojala
dobra petlja povratnih informacija.
dobra petlja povratnih informacija.
10:44
That's how we end up
with buildings like this.
with buildings like this.
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Tako dobijamo ovakve zgrade.
10:47
Brutalism wasn't a two-year movement,
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Brutalizam nije bio pokret od dve godine,
10:50
it was a 20-year movement.
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već 20.
10:52
For 20 years, we were producing
buildings like this
buildings like this
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20 godina smo pravili 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 nikada više neće desiti,
11:03
I think,
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2130
makar mislim da neće
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 ivici najveće
revolucije u arhitekturi
revolucije u arhitekturi
11:11
since the invention of concrete,
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još od otkrića betona,
11:13
of steel, or of the elevator,
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2454
čelika ili lifta,
11:16
and it's a media revolution.
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664257
1682
a to je revolucija medija.
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 teorija je da kada primenite medije
na ovo klatno,
na ovo klatno,
11:23
it starts swinging faster and faster,
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2861
ono počne da se klati sve brže i brže,
11:26
until it's at both extremes
nearly simultaneously,
nearly simultaneously,
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3738
dok ne bude na oba kraja
skoro u isto vreme
skoro u isto vreme
11:30
and that effectively blurs the difference
between innovation and symbol,
between innovation and symbol,
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i tako se uspešno briše 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.
i vas, javnosti.
11:39
Now we can make nearly instantaneous,
emotionally charged symbols
emotionally charged symbols
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Sada možemo da stvaramo
trenutne simbole nabijene emocijama
trenutne simbole nabijene emocijama
11:45
out of something that's brand new.
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od nečega potpuno novog.
11:48
Let me show you how this plays out
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1733
Pokazaću vam kako se ovo odvija
11:50
in a project that my firm
recently completed.
recently completed.
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na projektu koji je moja kompanija
nedavno završila.
nedavno završila.
11:52
We were hired to replace this building,
which burned down.
which burned down.
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Unajmili su nas da zamenimo ovu zgradu
koja je izgorela.
koja je izgorela.
11:56
This is the center of a town
called the Pines
called the Pines
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2469
Ovo je centar grada Pajns
11:58
in Fire Island in New York State.
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1746
na ostrvu Fajer u državi Njujork.
12:00
It's a vacation community.
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1413
To je vikend naselje.
12:02
We proposed a building that was audacious,
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3753
Predložili smo odvažnu zgradu,
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
drugačiju od svih formi
na koje je zajednica bila naviknuta
na koje je zajednica bila naviknuta
12:10
and we were scared
and our client was scared
and our client was scared
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4521
i bili smo uplašeni
i naš klijent je bio uplašen,
i naš klijent je bio uplašen,
12:14
and the community was scared,
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1763
kao i zajednica,
12:16
so we created a series
of photorealistic renderings
of photorealistic renderings
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4156
pa smo uradili niz realističnih prikaza
12:20
that we put onto Facebook
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koje smo stavili na Fejsbuk
12:22
and we put onto Instagram,
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i 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 svoju stvar:
12:26
share it, comment, like it, hate it.
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2701
dele ih, komentarišu ili ih mrze.
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 zgrada bila deo zajednice,
da je zgrada bila deo zajednice,
12:34
it was already a part of the community,
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3328
dve godine pre završetka,
12:37
so that when the renderings
looked exactly like the finished product,
looked exactly like the finished product,
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6266
tako da kada su prikazi izgledali
identično kao gotov proizvod,
identično 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
Ova zgrada je već bila deo zajednice
12:50
and then that first summer,
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758124
2285
i tog prvog leta,
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
kada su ljudi počeli da dolaze
i dele zgradu na društvenim medijima,
i dele zgradu 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 da bude zdanje
i postala je medijum
i postala je medijum
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 dok ih koristite da pričate svoju priču,
13:11
they become part
of your personal narrative,
of your personal narrative,
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2708
one postaju deo vašeg ličnog narativa
13:14
and what you're doing
is you're short-circuiting
is you're short-circuiting
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3548
i vi zapravo pravite kratak spoj
13:18
all of our collective memory,
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2250
na našem kolektivnom sećanju
13:20
and you're making these charged symbols
for us to understand.
for us to understand.
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3855
i pravite naelektrisane simbole
koje mi razumemo.
koje mi razumemo.
13:25
That means we don't need
the Greeks anymore
the Greeks anymore
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2289
To znači da nam više ne trebaju Grci
13:27
to tell us what to think
about architecture.
about architecture.
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2618
kako bi nam rekli šta da mislimo
o arhitekturi.
o arhitekturi.
13:30
We can tell each other
what we think about architecture,
what we think about architecture,
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798142
4025
Možemo jedni drugima reći
šta mislimo o arhitekturi,
šta 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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802191
5771
jer digitalni mediji nisu samo promenili
veze između svih nas,
veze između svih nas,
13:39
it's changed the relationship
between us and buildings.
between us and buildings.
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3529
promenili su 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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812614
3118
Pomislite nakratko na bibliotekare
u Livingstonu.
u Livingstonu.
13:48
If that building was going
to be built today,
to be built today,
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2415
Kada bi se ta zgrada gradila 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
oni bi prvo otišli na internet
i potražili "nove biblioteke".
i potražili "nove biblioteke".
13:55
They would be bombarded by examples
of experimentation, of innovation,
of experimentation, of innovation,
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5270
Preplavili bi ih primeri
eksperimentisanja, inovacije,
eksperimentisanja, inovacije,
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
pomeranja granica onoga
što biblioteka može da bude.
što biblioteka može da bude.
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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834846
2335
To je municija koju mogu da uzmu i odnesu
14:09
to the mayor of Livingston,
to the people of Livingston,
to the people of Livingston,
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3125
do gradonačelnika i građana 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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840354
3959
i kažu, ne postoji jedinstven odgovor
na to šta je biblioteka danas.
na to šta je biblioteka danas.
14:16
Let's be a part of this.
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844337
1485
Hajde da budemo deo ovoga.
14:18
This abundance of experimentation
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846287
2866
Ovo bogatstvo eksperimentisanja
14:21
gives them the freedom
to run their own experiment.
to run their own experiment.
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849177
3059
daje im slobodu da sprovode
sopstvene eksperimente.
sopstvene eksperimente.
14:26
Everything is different now.
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854452
2212
Sada je sve drugačije.
14:28
Architects are no longer
these mysterious creatures
these mysterious creatures
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856664
3355
Arhitekte nisu više
ta misteriozna stvorenja
ta misteriozna stvorenja
14:32
that use big words
and complicated drawings,
and complicated drawings,
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860043
2495
koja koriste komplikovane reči
i komplikovane crteže,
i komplikovane crteže,
14:34
and you aren't the hapless public,
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862562
2960
a vi niste bespomoćna 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
potrošači koji neće prihvatiti
bilo šta što do tada nisu videli.
bilo šta što do tada nisu videli.
14:42
Architects can hear you,
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1733
Arhitekte mogu da vas čuju
14:44
and you're not intimidated
by architecture.
by architecture.
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2104
i vi se ne plašite arhitekture.
14:47
That means that that pendulum
swinging back and forth
swinging back and forth
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875770
3382
To znači da to klatno
koje se njiše napred i nazad
koje se njiše napred i nazad
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
14:54
is irrelevant.
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1281
nije više bitno.
14:55
We can actually move forward
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2600
Možemo se kretati unapred
14:58
and find relevant solutions
to the problems that our society faces.
to the problems that our society faces.
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4366
i pronaći relevantna rešenja
za probleme naših društava.
za probleme naših društava.
15:03
This is the end of architectural history,
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3442
Ovo je kraj arhitektonske istorije
15:07
and it means that
the buildings of tomorrow
the buildings of tomorrow
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895223
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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898115
3163
izgledati dosta drugačije od današnjih.
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 Sevilje
drevnog grada Sevilje
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 da bude jedinstven i prilagođen
načinu funkcionisanja modernog grada.
načinu funkcionisanja modernog grada.
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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To znači da stadion u Bruklinu
može biti stadion u Bruklinu,
može biti stadion u Bruklinu,
15:28
not some red-brick historical pastiche
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ne neka istorijska mešavina
od crvene cigle
od crvene cigle
15:31
of what we think a stadium ought to be.
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koja predstavlja ono što mi mislimo
da treba da bude stadion.
da treba da bude stadion.
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 praviti 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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jer smo konačno spremni za forme
koje će oni proizvoditi.
koje će oni proizvoditi.
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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To znači da će se zgrade prilagođavati
hirovima prirode,
hirovima prirode,
15:45
instead of the other way around.
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a ne obrnuto.
15:48
It means that a parking garage
in Miami Beach, Florida,
in Miami Beach, Florida,
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To znači da će garaža za parking
na Majami biču u Floridi
na Majami biču u Floridi
15:52
can also be a place for sports
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moći da bude i mesto za sport
15:54
and for yoga
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i jogu
15:56
and you can even
get married there late at night.
get married there late at night.
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i čak ćete moći tamo da se oženite
kasno u noći.
kasno u noći.
15:58
(Laughter)
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(Smeh)
15:59
It means that three architects
can dream about swimming
can dream about swimming
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To zači da tri arhitekte
mogu da sanjaju o plivanju
mogu da sanjaju o plivanju
16:04
in the East River of New York,
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1920
u reci Ist river u Njujorku
16:05
and then raise nearly
half a million dollars
half a million dollars
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i onda da skupe skoro pola miliona 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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a ne samo 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 inovaciju,
nije premala za inovaciju,
16:17
like this little reindeer pavilion
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2198
poput ovog paviljona za jelene
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 životinje koje treba da nadgleda.
kao životinje koje treba da nadgleda.
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 prelepa
16:28
to be lovable,
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da bi je neko voleo,
16:29
like this ugly little building in Spain,
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3015
poput ove ružnjikave zgradice u Španiji,
16:32
where the architects dug a hole,
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gde su arhitekte iskopale rupu,
16:35
packed it with hay,
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nabile je slamom
16:36
and then poured concrete around it,
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i onda oko toga nasule beton,
16:39
and when the concrete dried,
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i kada se on 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 tu slamu
16:44
so that all that's left when it's done
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tako da je sve što ostaje nakon toga
16:47
is this hideous little room
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ova odvratna sobica
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
ispunjena otiscima i ogrebotinama
od toga kako je to mesto nastalo
od toga kako je to mesto nastalo
16:56
and that becomes the most sublime place
to watch a Spanish sunset.
to watch a Spanish sunset.
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i to postaje najuzvišenije mesto
za gledanje španskog zalaska sunca.
za gledanje španskog 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 bitno da li naše zgrade pravi krava
17:05
or a robot builds our buildings.
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ili 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 bitno kako gradimo,
već šta gradimo.
već šta gradimo.
17:10
Architects already know how
to make buildings that are greener
to make buildings that are greener
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Arhitekte već znaju kako da prave
zgrade koje su ekološki čistije
zgrade koje su ekološki čistije
17:14
and smarter and friendlier.
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i pametnije
i više prijateljski nastrojene.
i više prijateljski nastrojene.
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 smo čekali da ih svi vi želite.
17:20
And finally, we're not
on opposite sides anymore.
on opposite sides anymore.
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Konačno, više nismo
na suprotnim stranama.
na suprotnim stranama.
17:23
Find an architect, hire an architect,
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Pronađite arhitektu, zaposlite ga,
radite s nama
radite s nama
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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na dizajniranju boljih zgrada,
boljih gradova i boljeg sveta,
boljih gradova i boljeg sveta,
17:32
because the stakes are high.
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jer su ulozi 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 oblikuju naše društvo
one oblikuju naše društvo
17:40
down to the smallest spaces:
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sve do najmanjih prostora -
17:42
the local libraries,
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2004
lokalnih biblioteka,
17:44
the homes where we raise our children,
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domova gde podižemo svoju decu,
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 njihovih šetnji
od spavaće sobe do kupatila.
od spavaće sobe do kupatila.
17:51
Thank you.
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Hvala vam.
17:52
(Applause)
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(Aplauz)
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