TED2002
Chris Bangle: Great cars are great art
Kris Bengl (Chris Bangle) tvrdi da su sjajni automobili umetnost
Filmed:
Readability: 3.2
973,938 views
Američki dizajner Kris Bengl objašnjava svoju filozofiju da je dizajn automobila svojevrstan oblik umetnosti, služeći se zabavnom -- i konačno, dirljivom -- pričom o projektu "Duboko plavo" BMW-ove grupe, čiji je cilj bio da stvori SUV automobil budućnosti.
Chris Bangle - Car designer
Car design is a ubiquitous but often overlooked art form. As chief of design for the BMW Group, Chris Bangle has overseen cars that have been seen the world over, including BMW 7 Series and the Z4 roadster. Full bio
Car design is a ubiquitous but often overlooked art form. As chief of design for the BMW Group, Chris Bangle has overseen cars that have been seen the world over, including BMW 7 Series and the Z4 roadster. Full bio
Double-click the English transcript below to play the video.
00:26
What I want to talk about is, as background,
0
1000
3000
Ono o čemu želim da govorim je, za početak,
00:29
is the idea that cars are art.
1
4000
2000
ideja da su automobili umetnost.
00:31
This is actually quite meaningful to me,
2
6000
3000
Ovo mi zapravo veoma znači,
00:34
because car designers tend to be a little bit low on the totem pole --
3
9000
4000
jer dizajneri automobila često ne dobijaju naročito priznanje --
00:38
we don't do coffee table books with just one lamp inside of it --
4
13000
3000
mi ne dizajniramo knjige za stočić za kafu sa samo jednom lampom u njima --
00:41
and cars are thought so much as a product
5
16000
3000
a automobili se većinom smatraju proizvodima,
00:44
that it's a little bit difficult to get into the aesthetic side
6
19000
3000
da je pomalo teško otkriti estetsku stranu
00:47
under the same sort of terminology that one would discuss art.
7
22000
3000
uz terminologiju koja se koristi za diskusije o umetnosti.
00:50
And so cars, as art, brings it into an emotional plane -- if you accept that --
8
25000
6000
I tako, automobili, kao umetnost, bude emocije -- ako se slažete --
00:56
that you have to deal with on the same level you would with art with a capital A.
9
31000
3000
sa kojima se morate nositi na isti način kao što bi sa onima koje budi Umetnost.
00:59
Now at this point you're going to see a picture of Michelangelo.
10
34000
3000
Sada ćete videti sliku Mikelanđela.
01:02
This is completely different than automobiles.
11
37000
3000
Ovo se potpuno razlikuje od automobila.
01:05
Automobiles are self-moving things, right? Elevators are automobiles.
12
40000
6000
Automobili su stvari koje se pokreću samostalno, zar ne? Liftovi su automobili.
01:11
And they're not very emotional; they solve a purpose;
13
46000
3000
Oni nisu naročito emocionalni; oni imaju svrhu;
01:14
and certainly automobiles have been around for 100 years
14
49000
3000
i svakako, automobili su prisutni već 100 godina
01:17
and have made our lives functionally a lot better in many ways;
15
52000
3000
i učinili su naše živote funkcionalno boljim na mnoge načine;
01:20
they've also been a real pain in the ass,
16
55000
2000
takođe su bili prava gnjavaža,
01:22
because automobiles are really the thing we have to solve.
17
57000
4000
zato što su automobili zapravo stvar koju moramo rešiti.
01:26
We have to solve the pollution, we have to solve the congestion --
18
61000
3000
Moramo rešiti problem zagađenja, moramo rešiti gužve u saobraćaju -
01:29
but that's not what interests me in this speech.
19
64000
3000
ali to nije ono što me interesuje u ovom govoru.
01:32
What interests me in this speech is cars. Automobiles may be what you use,
20
67000
5000
Ono što me interesuje su automobili. Oni mogu biti ono što koristite,
01:37
but cars are what we are, in many ways.
21
72000
3000
ali automobili su ono što jesmo, na mnoge načine.
01:40
And as long as we can solve the problems of automobiles,
22
75000
4000
I sve dok možemo rešiti probleme automobila,
01:44
and I believe we can, with fuel cells or hydrogen, like BMW is really hip on,
23
79000
4000
a verujem da možemo, uz pomoć gorivnih ćelija ili vodonika, kao što BMW nastoji,
01:48
and lots of other things, then I think we can look past that
24
83000
3000
i mnoge druge stvari, mislim da onda možemo da zanemarimo to
01:51
and try and understand why this hook is in many of us --
25
86000
4000
i pokušamo da razumemo zašto je ova udica u mnogima od nas --
01:55
of this car-y-ness -- and what that means, what we can learn from it.
26
90000
4000
ova strast za automobilima -- i šta ona znači, to jest, šta možemo naučiti iz nje.
01:59
That's what I want to get to. Cars are not a suit of clothes;
27
94000
3000
Ovo je ono o čemu želim da govorim. Automobili nisu odeća;
02:02
cars are an avatar. Cars are an expansion of yourself:
28
97000
4000
automobili su avatari. Automobili su produžetak vas:
02:06
they take your thoughts, your ideas, your emotions, and they multiply it --
29
101000
4000
obuhvataju vaše misli, ideje, emocije i onda ih umnože --
02:10
your anger, whatever. It's an avatar.
30
105000
3000
vaš bes, šta god. To je avatar.
02:13
It's a super-waldo that you happen to be inside of, and if you feel sexy,
31
108000
3000
To je super-skrivena stvar unutar koje se nalazite i ako mislite da ste seksi,
02:16
the car is sexy. And if you're full of road rage,
32
111000
2000
automobil je seksi. A ako ste agresivni u vožnji,
02:18
you've got a "Chevy: Like a Rock," right?
33
113000
3000
imate "Chevy: Like a Rock", zar ne?
02:21
Cars are a sculpture -- did you know this?
34
116000
3000
Automobili su kao skulpture -- da li ste to znali?
02:24
That every car you see out there is sculpted by hand.
35
119000
3000
Svaki automobil koji vidite oblikovan je rukama.
02:27
Many people think, "Well, it's computers,
36
122000
2000
Mnogi misle: "Pa, tu su kompjuteri
02:29
and it's done by machines and stuff like that."
37
124000
2000
i prave ih mašine i tako te stvari."
02:31
Well, they reproduce it, but the originals are all done by hand.
38
126000
3000
Pa, one ih umnožavaju, ali originali se izrađuju rukama.
02:34
It's done by men and women who believe a lot in their craft.
39
129000
4000
Prave ih muškarci i žene koji su puni poverenja u svoj zanat.
02:38
And they put that same kind of tension into the sculpting of a car
40
133000
4000
I u oblikovanje automobila unose onu istu napetost
02:42
that you do in a great sculpture that you would go and look at in a museum.
41
137000
3000
koju bi umetnici uneli u neku predivnu skulpturu, koju možete videti u muzeju.
02:45
That tension between the need to express, the need to discover,
42
140000
4000
Ta napetost između potrebe da se izraziš, potrebe da otkriješ,
02:49
then you put something new into it,
43
144000
2000
da uneseš nešto novo u to
02:51
and at the same time you have bounds of craftsmanship.
44
146000
3000
i istovremeno, imaš ograničenja svog umeća.
02:54
Rules that say, this is how you handle surfaces;
45
149000
3000
Pravila koja glase, ovako se obrađuju površine;
02:57
this is what control is all about; this is how you show you're a master of your craft.
46
152000
4000
suština kontrole je u ovome; ovako pokazuješ da si majstor svog zanata.
03:01
And that tension, that discovery, that push for something new --
47
156000
3000
I ta tenzija, to otkriće, taj poriv za nečim novim --
03:04
and at the same time, that sense of obligation
48
159000
2000
i istovremeno, taj osećaj obaveze
03:06
to the regards of craftsmanship --
49
161000
2000
prema aspektima zanatskog umeća --
03:08
that's as strong in cars as it is in anything.
50
163000
2000
koji je u automobilima snažan kao bilo gde drugde.
03:10
We work in clay, which hasn't changed much
51
165000
2000
Radimo u glini, koja se nije mnogo promenila
03:12
since Michelangelo started screwing around with it,
52
167000
3000
od dana kada je Mikelanđelo krenuo da se zabavlja njome
03:15
and there's a very interesting analogy to that too.
53
170000
3000
i postoji veoma zanimljiva analogija ka tome, takođe.
03:18
Real quickly -- Michelangelo once said he's there to "discover the figure within," OK?
54
173000
6000
Mikelanđelo je jednom rekao da je on tu da bi "otkrio oblik koji je zatočen unutra", ok?
03:24
There we go, the automobile.
55
179000
2000
I eto, imate automobil.
03:26
That was 100 years right there -- did you catch that?
56
181000
2000
Ima 100 godina ovde -- jeste li videli?
03:28
Between that one there, and that one there, it changed a lot didn't it?
57
183000
3000
Između ovog ovde i onog tamo, dosta se toga promenilo, zar ne?
03:31
OK, it's not marketing; there's a very interesting car concept here,
58
186000
4000
Ok, to nije marketing; to je veoma interesantan koncept automobila,
03:35
but the marketing part is not what I want to talk about here.
59
190000
2000
ali marketing nije ono o čemu želim da govorim ovde.
03:37
I want to talk about this.
60
192000
2000
Želim da govorim o ovome.
03:39
Why it means you have to wash a car, what is it, that sensuality
61
194000
2000
Zašto morate oprati auto, šta je to, ta senzualnost
03:41
you have to touch about it? That's the sculpture that goes into it. That sensuality.
62
196000
5000
koju morate opipati? To je skulptura koja se nalazi u njemu. Ta senzualnost.
03:46
And it's done by men and women working just like this, making cars.
63
201000
5000
I prave je muškarci i žene koji rade baš ovako, izrađujući automobile.
03:51
Now this little quote about sculpture from Henry Moore,
64
206000
2000
Evo kratkog citata Henrija Mura o skulpturama,
03:53
I believe that that "pressure within" that Moore's talking about --
65
208000
3000
verujem da "unutrašnji pritisak" o kom Mur govori --
03:56
at least when it comes to cars --
66
211000
2000
barem kada se radi o automobilima --
03:58
comes right back to this idea of the mean.
67
213000
3000
evocira ovu ideju. To je ta
04:01
It's that will to live, that need to survive, to express itself,
68
216000
3000
volja za životom, taj instinkt za preživljavanjem, za samoizražavanjem,
04:04
that comes in a car, and takes over people like me.
69
219000
2000
koji se otelovljuje u automobilu i obuzima ljude poput mene.
04:06
And we tell other people, "Do this, do this, do this," until this thing comes alive.
70
221000
4000
I govorimo drugima: "Uradi ovo, uradi ovo, uradi ovo", sve dok ta stvar ne oživi.
04:10
We are completely infected. And beauty can be the result
71
225000
4000
Potpuno smo inficirani. A lepota može biti rezultat
04:14
of this infectiousness; it's quite wonderful.
72
229000
2000
ove infekcije; predivna je.
04:16
This sculpture is, of course, at the heart of all of it,
73
231000
3000
Ova skulptura je, naravno, suština svega ovoga
04:19
and it's really what puts the craftsmanship into our cars.
74
234000
3000
i upravo ona unosi našu veštinu u naše automobile.
04:22
And it's not a whole lot different, really, when they're working like this,
75
237000
4000
I zapravo, nije značajno drugačije kada rade ovako,
04:26
or when somebody works like this.
76
241000
2000
ili kada neko radi ovako.
04:28
It's that same kind of commitment, that same kind of beauty.
77
243000
3000
To je ista vrsta predanosti, ista vrsta lepote.
04:31
Now, now I get to the point. I want to talk about cars as art.
78
246000
3000
Sada, dolazim do suštine. Želim da govorim o automobilima kao umetnosti.
04:34
Art, in the Platonic sense, is truth; it's beauty, and love.
79
249000
4000
Umetnost je, po Platonovom mišljenju, istina; ona je lepota i ljubav.
04:38
Now this is really where designers in car business diverge from the engineers.
80
253000
4000
Ovde se zapravo dizajneri automobila razlikuju od inženjera.
04:42
We don't really have a problem talking about love.
81
257000
2000
Nama ne predstavlja problem da govorimo o ljubavi.
04:44
We don't have a problem talking about truth or beauty in that sense.
82
259000
3000
Nije nam problem da govorimo o istini ili lepoti u ovom kontekstu.
04:47
That's what we're searching for --
83
262000
2000
To je ono što tražimo --
04:49
when we're working our craft, we are really trying to find that truth out there.
84
264000
3000
kada upotrebljavamo naše umeće, mi zapravo pokušavamo da otkrijemo istinu.
04:52
We're not trying to find vanity and beauty.
85
267000
2000
Ne pokušavamo da nađemo taštinu i lepotu.
04:54
We're trying to find the beauty in the truth.
86
269000
2000
Mi nastojimo da nađemo lepotu u istini.
04:56
However, engineers tend to look at things a little bit more Newtonian,
87
271000
4000
Međutim, inženjeri su skloni tome da na svet gledaju nešto više poput Njutna,
05:00
instead of this quantum approach.
88
275000
2000
umesto da se služe ovim kvantnim pristupom.
05:02
We're dealing with irrationalisms,
89
277000
2000
Imamo posla sa iracionalnošću
05:04
and we're dealing with paradoxes that we admit exist,
90
279000
2000
i sa paradoksima čije postojanje priznajemo,
05:06
and the engineers tend to look things a little bit more like
91
281000
2000
a inženjeri nešto više nastoje da posmatraju svet na način
05:08
two and two is four, and if you get 4.0 it's better, and 4.000 is even better.
92
283000
5000
"2 plus 2 je 4 i ako dobiješ 4,0, dobro je, a ako dobiješ 4,000, još je bolje."
05:13
And that sometimes leads to bit of a divergence
93
288000
4000
I to ponekad vodi to blagog razilaženja
05:17
in why we're doing what we're doing.
94
292000
2000
u razlozima zašto radimo to što radimo.
05:19
We've pretty much accepted the fact, though,
95
294000
2000
Međutim, uglavnom smo prihvatili činjenicu,
05:21
that we are the women in the organization at BMW --
96
296000
2000
da smo mi žene u organizaciji BMW-a --
05:23
BMW is a very manly type business, -- men, men, men; it's engineers.
97
298000
3000
BMW je veoma muški biznis -- muškarci, muškarci, muškarci; tu su inženjeri.
05:26
And we're kind of the female side to that. That's OK,
98
301000
3000
I mi smo poput ženske strane toga. To je u redu,
05:29
that's cool. You go off and be manly. We're going to be a little bit more female.
99
304000
3000
to je kul. Vi idite i budite muževni. Mi ćemo biti malo više ženstveni.
05:32
Because what we're interested in is finding form that's more than just a function.
100
307000
7000
Zato što je ono što nas zanima nalaženje forme koja nije samo funkcionalna.
05:39
We're interested in finding beauty that's more than just an aesthetic;
101
314000
3000
Zanima nas nalaženje lepote koja nije samo estetska;
05:42
it's really a truth.
102
317000
2000
već je i istina.
05:44
And I think this idea of soul, as being at the heart of great cars,
103
319000
3000
I smatram da je ova ideja da sjajni automobili imaju dušu
05:47
is very applicable. You all know it. You know a car when you've seen it,
104
322000
3000
veoma primenljiva. Svi to znate. Znate kada vidite automobil
05:50
with soul. You know how strong this is.
105
325000
2000
sa dušom. Znate koliko je snažna.
05:52
Well, this experience of love, and the experience of design, to me,
106
327000
4000
Pa, ovo iskustvo ljubavi i iskustvo dizajna,
05:56
are interchangeable. And now I'm coming to my story.
107
331000
3000
za mene su povezani. I sada dolazim do svoje priče.
05:59
I discovered something about love and design through a project called Deep Blue.
108
334000
5000
Otkrio sam nešto o ljubavi i dizajnu tokom projekta "Duboko plavo."
06:04
And first of all, you have to go with me for a second, and say,
109
339000
4000
I pre svega, saslušajte me sekund, recimo,
06:08
you know, you could take the word "love" out of a lot of things in our society,
110
343000
3000
znate, možete izvući reč "ljubav" iz mnogih stvari u našem društvu,
06:11
put the word "design" in, and it still works,
111
346000
2000
staviti reč "dizajn" na njeno mesto i i dalje će raditi,
06:13
like this quote here, you know. It kind of works, you know?
112
348000
3000
kao ovaj citat ovde, znate. Nekako funkcioniše, znate?
06:16
You can understand that. It works in truisms.
113
351000
3000
Možete to razumeti.
06:19
"All is fair in design and war."
114
354000
2000
"U dizajnu i ratu je sve dozvoljeno."
06:21
Certainly we live in a competitive society.
115
356000
2000
Zasigurno, živimo u kompetitivnom društvu.
06:23
I think this one here, there's a pop song
116
358000
2000
Mislim da ima jedna pop pesma
06:25
that really describes Philippe Starck for me, you know, this is like
117
360000
4000
koja sjajno opisuje Filipa Starka, po mom mišljenju, ovo je kao,
06:29
you know, this is like puppy love, you know, this is cool right?
118
364000
3000
zaljubljenost, znate, ovo je kul, zar ne?
06:32
Toothbrush, cool.
119
367000
2000
Četkica za zube, kul.
06:34
It really only gets serious when you look at something like this. OK?
120
369000
3000
Postaje ozbiljno tek onda kada pogledate ovako nešto. Ok?
06:37
(Laughter)
121
372000
2000
(Smeh)
06:39
This is one substitution that I believe
122
374000
2000
Postoji jedna zamena, za koju se, verujem,
06:41
all of us, in design management, are guilty of.
123
376000
2000
svi mi u menadžmentu dizajna možemo okriviti.
06:43
And this idea that there is more to love,
124
378000
4000
I ta ideja da se može više voleti,
06:47
more to design, when it gets down to your neighbor, your other,
125
382000
6000
dizajnirati, kada se tiče vašeg komšije, nekog drugog
06:53
it can be physical like this, and maybe in the future it will be.
126
388000
3000
može biti fizičke prirode, kao ovo i možda će u budućnosti tako biti.
06:56
But right now it's in dealing with our own people,
127
391000
2000
Ali danas, tiče se naših ljudi,
06:58
our own teams who are doing the creating. So, to my story.
128
393000
4000
naših timova koji kreiraju. I tako, da pređem na svoju priču.
07:03
The idea of people-work is what we work with here,
129
398000
3000
Ideja rada sa ljudima je ona koju primenjujemo ovde
07:06
and I have to make a bond with my designers when we're creating BMWs.
130
401000
4000
i ja se moram povezati sa svojim dizajnerima kada stvaramo BMW-ove.
07:10
We have to have a shared intimacy, a shared vision --
131
405000
3000
Moramo deliti zajedničku intimnost, zajedničku viziju --
07:13
that means we have to work as one family;
132
408000
2000
što znači da moramo da radimo kao jedna porodica;
07:15
we have to understand ourselves that way.
133
410000
2000
moramo se razumeti na taj način.
07:17
There's good times; there's interesting times;
134
412000
3000
Ima dobrih vremena; ima interesantnih vremena;
07:20
and there's some stress times too.
135
415000
2000
a ima i stresnih perioda, takođe.
07:22
You want to do cars, you've got to go outside.
136
417000
2000
Ako želiš da praviš automobile, moraš da izađeš napolje.
07:24
You've got to do cars in the rain; you've got to do cars in the snow.
137
419000
3000
Moraš da praviš automobile po kiši; moraš ih praviti po snegu.
07:27
That's, by the way, is a presentation we made to our board of directors.
138
422000
3000
Inače, to je prezentacija koju smo napravili za naš bord direktora.
07:30
We haul their butts out in the snow, too. You want to know cars outside?
139
425000
3000
Izvlačimo i njih napolje na sneg. Hoćeš da znaš kakav je automobil napolju?
07:33
Well, you've got to stand outside to do this.
140
428000
2000
Pa, moraš da izađeš napolje da bi to uradio.
07:35
And because these are artists, they have very artistic temperaments.
141
430000
5000
I zato što su ovo umetnici, imaju veoma umetničke naravi.
07:40
All right? Now one thing about art is, art is discovery,
142
435000
5000
U redu? Što se tiče umetnosti, ona je otkriće,
07:45
and art is discovering yourself through your art. Right?
143
440000
3000
a umetnost je otkrivanje samog sebe kroz umetnost. Je l' tako?
07:48
And one thing about cars is we're all a little bit like Pygmalion,
144
443000
4000
A što se automobila tiče, svi smo pomalo kao Pigmalion,
07:52
we are completely in love with our own creations.
145
447000
3000
potpuno smo zaljubljeni u svoja dela.
07:55
This is one of my favorite paintings, it really describes our relationship with cars.
146
450000
5000
Ovo je jedna od mojih omiljenih slika, stvarno opisuje naš odnos sa automobilima.
08:00
This is sick beyond belief.
147
455000
2000
Ovo je bolesno do bola.
08:02
(Laughter)
148
457000
2000
(Smeh)
08:04
But because of this, the intimacy with which we work together as a team
149
459000
4000
Ali zbog toga, ta intimnost sa kojom radimo kao tim,
08:08
takes on a new dimension, a new meaning.
150
463000
3000
dobija novu dimenziju, novo značenje.
08:12
We have a shared center; we have a shared focus --
151
467000
3000
Delimo jedan centar, jedan fokus --
08:15
that car stays at the middle of all our relationships.
152
470000
4000
automobil ostaje u središtu svih naših veza.
08:19
And it's my job, in the competitive process, to narrow this down.
153
474000
5000
I moj je posao, u kompetitivnom procesu, da ovo suzim.
08:24
I heard today about Joseph's death genes
154
479000
4000
Danas sam čuo za Džozefove gene smrti,
08:28
that have to go in and kill cell reproduction.
155
483000
3000
koji moraju da se pojave i unište reprodukciju ćelije.
08:31
You know, that's what I have to do sometimes.
156
486000
3000
Znate, ponekad ja moram to uraditi.
08:34
We start out with 10 cars; we narrow it down to five cars,
157
489000
3000
Počinjemo sa deset automobila; suzimo to na pet,
08:37
down to three cars, down to two cars, down to one car,
158
492000
3000
pa na tri, pa na dva, sve do jednog,
08:40
and I'm in the middle of that killing, basically.
159
495000
4000
a ja sam usred tog ubijanja, u suštini.
08:44
Someone's love, someone's baby.
160
499000
2000
Nečija ljubav, nečije čedo.
08:46
This is very difficult, and you have to have a bond with your team
161
501000
3000
Ovo je veoma teško i morate biti povezani sa svojim timom,
08:49
that permits you to do this, because their life is wrapped up in that too.
162
504000
4000
koji vam dozvoljava da to uradite, jer je i njihov život centriran oko toga.
08:53
They've got that gene infected in them as well,
163
508000
3000
I njima je taj gen inficiran
08:56
and they want that to live, more than anything else.
164
511000
4000
i oni žele da to živi, više od svega.
09:00
Well, this project, Deep Blue, put me in contact with my team
165
515000
3000
Pa, ovaj projekat, "Duboko plavo", spojio me je sa mojim timom
09:03
in a way that I never expected, and I want to pass it on to you,
166
518000
3000
na potpuno neočekivani način i želim da vam to prenesem,
09:06
because I want you to reflect on this, perhaps in your own relationships.
167
521000
2000
zato što želim da razmislite o tome, možda u svojim vezama.
09:08
We wanted to a do a car which was a complete leap of faith for BMW.
168
523000
5000
Želeli smo da napravimo automobil potpuno atipičan za BMW.
09:13
We wanted to do a team which was so removed from the way we'd done it,
169
528000
4000
Želeli smo da napravimo tim, koji je toliko drugačiji od naših uobičajenih,
09:17
that I only had a phone number that connected me to them.
170
532000
3000
da me je samo broj telefona povezivao sa njima.
09:20
So, what we did was: instead of having a staff of artists that are just your wrist,
171
535000
5000
Ono što smo uradili je: umesto da imamo tim umetnika koji su crtači,
09:25
we decided to free up a team of creative designers and engineers
172
540000
4000
odlučili smo da oslobodimo tim kreativnih dizajnera i inženjera,
09:29
to find out what's the successor to the SUV phenomenon in America.
173
544000
4000
da bismo otkrili šta će naslediti fenomen SUV-a u Americi.
09:33
This is 1996 we did this project. And so we sent them off with this team name,
174
548000
6000
1996. godine smo započeli projekat. I tako smo ih poslali sa ovim imenom tima,
09:39
Deep Blue. Now many people know Deep Blue from IBM --
175
554000
2000
Duboko plavo. Mnogim ljudima je taj naziv poznat zbog IBM-a --
09:41
we actually stole it from them because we figured
176
556000
2000
zapravo smo ga ukrali od njih, zato što smo mislili
09:43
if anybody read our faxes they'd think we're talking about computers.
177
558000
3000
da će, ako neko čita naše fakseve, pomisliti da pričamo o kompjuterima.
09:46
It turned out it was quite clever because Deep Blue,
178
561000
2000
Ispostavilo se da je ovo veoma pametna ideja, jer je "Duboko plavo"
09:48
in a company like BMW, has a hook -- "Deep Blue," wow, cool name.
179
563000
4000
u kompaniji kao što je BMW, veoma zvučno -- "Duboko plavo", opa, kul ime.
09:52
So people get wrapped up in it. And we took a team of designers,
180
567000
3000
I tako se ljudi zainteresuju za njega. Sastavili smo tim dizajnera
09:55
and we sent them off to America. And we gave them a budget,
181
570000
3000
i poslali ih u Ameriku. Dali smo im budžet,
09:58
what we thought was a set of deliverables,
182
573000
2000
nešto za šta smo mislili da su beneficije,
10:00
a timetable, and nothing else.
183
575000
2000
raspored i ništa više.
10:02
Like I said, I just had a phone number that connected me to them.
184
577000
2000
Kao što sam rekao, samo sam imao broj telefona koji me je povezao sa njima.
10:04
And a group of engineers worked in Germany,
185
579000
3000
Grupa inženjera radila je u Nemačkoj,
10:07
and the idea was they would work separately
186
582000
2000
i ideja je bila da će oni raditi odvojeno
10:09
on this problem of what's the successor to the SUV.
187
584000
3000
na ovom problemu određivanja naslednika SUV-a.
10:12
They would come together, compare notes. Then they would work apart,
188
587000
3000
Sastajali bi se, upoređivali beleške. Onda bi radili samostalno,
10:15
come together, and they would produce together
189
590000
2000
sastali se i zajedno bi stvarali
10:17
a monumental set of diverse opinions that didn't pollute each other's ideas --
190
592000
4000
ogroman broj različitih mogućnosti, koje ne zagađuju ideje onog drugog --
10:21
but at the same time came together and resolved the problems.
191
596000
3000
i istovremeno, sastajali bi se i rešavali probleme.
10:24
Hopefully, really understand the customer at its heart,
192
599000
3000
S nadom da će zaista razumeti želje klijenta,
10:27
where the customer is, live with them in America. So -- sent the team off,
193
602000
6000
gde je, da žive sa njim u SAD-u. Tako -- poslao sam tim,
10:33
and actually something different happened. They went other places.
194
608000
4000
i nešto drugačije se desilo. Otišli su na drugačija mesta.
10:37
(Laughter)
195
612000
3000
(Smeh)
10:40
They disappeared, quite honestly, and all I got was postcards.
196
615000
6000
Nestali su, da budem iskren i sve što sam dobio su razglednice.
10:47
Now, I got some postcards of these guys in Las Vegas,
197
622000
3000
E sad, dobio sam razglednice od nekih likova iz Las Vegasa,
10:50
and I got some postcards of these guys in the Grand Canyon,
198
625000
2000
i dobio sam razglednice od drugih likova iz Velikog kanjona,
10:52
and I got these postcards of Niagara Falls,
199
627000
2000
i razglednice Nijagarinih vodopada,
10:54
and pretty soon they're in New York, and I don't know where else.
200
629000
3000
i uskoro, našli su se u Njujorku i ne znam gde još.
10:57
And I'm telling myself, "This is going to be a great car,
201
632000
4000
I govorio sam sebi: "Ovo će biti sjajan automobil,
11:01
they're doing research that I've never even thought about before."
202
636000
5000
vrše istraživanja o kojima ranije nisam čak ni razmišljao."
11:06
Right? And they decided that instead of, like, having a studio,
203
641000
7000
Je l' da? I onda su odlučili da je umesto, recimo, da naprave studio
11:13
and six or seven apartments,
204
648000
3000
i 6 ili 7 stanova,
11:16
it was cheaper to rent Elizabeth Taylor's ex-house in Malibu.
205
651000
4000
jeftinije iznajmiti nekadašnju kuću Elizabet Tejlor u Malibuu.
11:20
And -- at least they told me it was her house,
206
655000
3000
Bar su mi rekli da je to bila njena kuća.
11:23
I guess it was at one time, she had a party there or something.
207
658000
3000
Pretpostavljam da je jednom pravila žurku tamo ili tako nešto.
11:26
But anyway, this was the house, and they all lived there.
208
661000
5000
Ali kako god, to je bila ta kuća i svi su tamo živeli.
11:31
Now this is 24/7 living, half-a-dozen people who'd left their --
209
666000
5000
E sad, ovo je življenje non-stop, šestoro ljudi koji su ostavili svoje --
11:36
some had left their wives behind and families behind,
210
671000
3000
neki su ostavili svoje žene i porodice
11:39
and they literally lived in this house
211
674000
2000
i bukvalno su živeli u ovoj kući
11:41
for the entire six months the project was in America,
212
676000
3000
svih šest meseci dok je projekat bio smešten u SAD-u,
11:44
but the first three months were the most intensive.
213
679000
3000
ali prva tri meseca su bila najintenzivnija.
11:47
And one of the young women in the project,
214
682000
2000
Jedna od mladih žena u ovom projektu,
11:49
she was a fantastic lady, she actually built her room in the bathroom.
215
684000
4000
ona je sjajna dama, zapravo je napravila svoju sobu u kupatilu.
11:53
The bathroom was so big, she built the bed over the bathtub --
216
688000
3000
Kupatilo je bilo toliko veliko, da je napravila krevet preko kade --
11:56
it's quite fascinating.
217
691000
2000
to je veoma fascinantno.
11:58
On the other hand, I didn't know anything about this. OK?
218
693000
4000
Sa druge strane, nisam znao ništa o ovome. Ok?
12:02
Nothing. This is all going on, and all I'm getting is postcards
219
697000
3000
Ništa. Ovo se sve dešava i jedino što dobijam su razglednice
12:05
of these guys in Las Vegas, or whatever,
220
700000
2000
ovih ljudi iz Las Vegasa ili odakle god,
12:07
saying, "Don't worry Chris, this is really going to be good." OK?
221
702000
3000
u kojima piše: "Ne brini, Kris, ovo će biti super." Ok?
12:10
So my concept of what a design studio was probably --
222
705000
3000
Tako da je moj koncept dizajnerskog studija verovatno --
12:13
I wasn't up to speed on where these guys were.
223
708000
3000
nisam bio u toku sa napretkom ovih ljudi.
12:16
However, the engineers back in Munich
224
711000
3000
Međutim, inženjeri u Minhenu
12:19
had taken on this kind of Newtonian solution,
225
714000
4000
bavili su se nekakvim njutnovskim rešenjem
12:23
and they were trying to find how many cup holders
226
718000
2000
i pokušavali su da otkriju koliko držača čaša
12:25
can dance on the head of a pin, and, you know,
227
720000
2000
može igrati na glavi čiode i znate
12:27
these really serious questions that are confronting the modern consumer.
228
722000
5000
ovim ozbiljnim pitanjima koja se tiču modernog potrošača.
12:32
And one was hoping that these two teams would get together,
229
727000
3000
I postojala je nada da će se ova dva tima sastati
12:35
and this collusion of incredible creativity,
230
730000
2000
i da će ovaj dosluh neverovatnih kreativnosti,
12:37
under these incredible surroundings,
231
732000
2000
u ovom neverovatnom okruženju,
12:39
and these incredibly stressed-out engineers,
232
734000
3000
i ovi neverovatno nervozni inženjeri,
12:42
would create some incredible solutions.
233
737000
3000
doći do nekih neverovatnih rešenja.
12:45
Well, what I didn't know was, and what we found out was --
234
740000
3000
Ali, ono što nisam znao i ono što sam otrkio je da --
12:48
these guys, they can't even like talk to each other under those conditions.
235
743000
5000
ovi ljudi, ne mogu čak ni razgovarati u ovakvim uslovima.
12:53
You get a divergence of Newtonian and quantum thinking at that point,
236
748000
4000
Imate razilaženje njutnovskog i kvantnog razmišljanja u toj tački,
12:57
you have a split in your dialog that is so deep, and so far,
237
752000
6000
imate jaz u dijalogu, koji je tako dubok i tako dalek,
13:03
that they cannot bring this together at all.
238
758000
4000
da se ne mogu uopšte sastaviti.
13:07
And so we had our first meeting, after three months, in Tiburon,
239
762000
4000
I tako smo imali naš prvi sastanak, posle tri meseca, u Tiburonu,
13:11
which is just up the road from here -- you know Tiburon?
240
766000
3000
što je malo dalje odavde -- čuli ste za Tiburon?
13:14
And the idea was after the first three months of this independent research
241
769000
3000
I ideja je bila da se nakon tri meseca ovog nezavisnog istraživanja
13:17
they would present it all to Dr. Goschel --
242
772000
2000
svi rezultati prezentuju dr. Geselu --
13:19
who is now my boss, and at that time he was co-mentor on the project --
243
774000
3000
koji je sada moj šef, a tada je bio ko-mentor projekta --
13:22
and they would present their results.
244
777000
2000
i predstavili bi rezultate.
13:24
We would see where we were going,
245
779000
2000
Videli bismo kako napredujemo.
13:26
we would see the first indication of what could be
246
781000
2000
videli bismo prve naznake onog što bi moglo biti
13:28
the successive phenomenon to the SUV in America.
247
783000
4000
fenomen koji je naslednik SUV-a u SAD-u.
13:32
And so I had these ideas in my head, that this is going to be great.
248
787000
3000
I tako, imao sam ideje da će ovo biti sjajno.
13:35
I mean, I'm going to see so much work, it's so intense --
249
790000
2000
Mislim, videću toliko rada, tako je intenzivno --
13:37
I know probably Las Vegas meant a lot about it,
250
792000
3000
mislim da je Las Vegas imao dosta značaja u svemu tome,
13:40
and I'm not really sure where the Grand Canyon came in either --
251
795000
2000
a nisam baš siguran o udelu Velikog kanjona --
13:42
but somehow all this is going to come together,
252
797000
3000
ali nekako, sve ovo će se stopiti,
13:45
and I'm going to see some really great product.
253
800000
2000
i videću stvarno dobre proizvode.
13:47
So we went to Tiburon, after three months,
254
802000
2000
I tako smo otišli u Tiburon, posle tri meseca,
13:49
and the team had gotten together the week before,
255
804000
3000
tim je došao nedelju dana ranije tamo,
13:52
many days ahead of time.
256
807000
3000
mnogo dana pre roka.
13:55
The engineers flew over, and designers got together with them,
257
810000
4000
Inženjeri su doleteli i dizajneri su se sastali sa njima,
13:59
and they put their presentation together.
258
814000
3000
i sastavili su prezentaciju.
14:02
Well, it turns out that the engineers hadn't done anything.
259
817000
6000
I ispostavilo se da inženjeri nisu ništa uradili.
14:08
And they hadn't done anything because --
260
823000
3000
A nisu ništa uradili jer --
14:11
kind of, like in car business, engineers are there to solve problems,
261
826000
5000
nekako, kao i u auto industriji, inženjeri su tu da reše problem,
14:16
and we were asking them to create a problem.
262
831000
3000
a tražili smo im da naprave problem.
14:19
And the engineers were waiting for the designers to say,
263
834000
3000
I inženjeri su čekali da dizajneri kažu:
14:22
"This is the problem that we've created, now help us solve it."
264
837000
4000
"Ovo je problem koji smo napravili, sad nam pomozite da ga rešimo."
14:26
And they couldn't talk about it. So what happened was,
265
841000
4000
I nisu mogli da razgovaraju o tome. I desilo se to
14:30
the engineers showed up with nothing.
266
845000
3000
da se inženjeri nisu pojavili ni sa čim.
14:33
And the engineers told the designers,
267
848000
2000
I rekli su dizajnerima:
14:35
"If you go in with all your stuff, we'll walk out,
268
850000
4000
"Ako predstavite vaše stvari, izaći ćemo,
14:39
we'll walk right out of the project."
269
854000
3000
napustićemo projekat."
14:42
So I didn't know any of this,
270
857000
2000
Nisam znao ništa o ovome i dobili smo
14:44
and we got a presentation that had an agenda, looked like this.
271
859000
2000
prezentaciju koja je imala skriveni motiv, izgledala je ovako.
14:46
There was a whole lot of dialog.
272
861000
3000
Bilo je mnogo razgovora.
14:49
We spent four hours being told all about vocabulary
273
864000
3000
Četiri sata su nam pričali o dijalogu,
14:52
that needs to be built between engineers and designers.
274
867000
4000
koji mora biti ostvaren između inženjera i dizajnera.
14:56
And here I'm expecting at any moment, "OK, they're going to turn the page,
275
871000
3000
I očekivao sam svakog momenta: "Ok, okrenuće stranu,
14:59
and I'm going to see the cars, I'm going to see the sketches,
276
874000
2000
i videću automobile, nacrte,
15:01
I'm going to see maybe some idea of where it's going."
277
876000
3000
možda ideju pravca kojim se krećemo."
15:04
Dialog kept on going, with mental maps of words, and pretty soon
278
879000
5000
Dijalog se nastavlja, sa mentalnim mapama reči i uskoro,
15:09
it was becoming obvious that instead of being dazzled with brilliance,
279
884000
3000
postaje jasno da umesto da budem opčinjen briljantnim idejama,
15:12
I was seriously being baffled with bullshit.
280
887000
4000
bio sam istinski zbunjen tim sranjem.
15:16
And if you can imagine what this is like,
281
891000
2000
I ako možete zamisliti kako je to,
15:18
to have these months of postcard indication of how great this team is working,
282
893000
4000
kada tri meseca dobijate naznake putem razglednica o tome kako tim sjajno napreduje
15:22
and they're out there spending all this money, and they're learning,
283
897000
2000
i troše sav taj novac tamo i uče,
15:24
and they're doing all this stuff.
284
899000
3000
i rade sve to.
15:27
I went fucking ballistic, right? I went nuts.
285
902000
6000
Jebeno sam pobesneo, u redu? Poludeo sam.
15:33
You can probably remember Tiburon, it used to look like this.
286
908000
5000
Verovatno se možete setiti Tiburona, ovako je izgledao.
15:38
After four hours of this, I stood up, and I took this team apart.
287
913000
5000
I posle četiri sata toga, ustao sam i rastavio tim.
15:43
I screamed at them, I yelled at them, "What the hell are you doing?
288
918000
4000
Vikao sam na njih, urlikao: "Šta radite, do đavola?
15:47
You're letting me down, you're my designers,
289
922000
2000
Izneverili ste me, vi ste moji dizajneri,
15:49
you're supposed to be the creative ones,
290
924000
2000
vi treba da ste kreativni,
15:51
what the hell is going on around here?"
291
926000
2000
šta se ovde, do đavola, dešava?"
15:53
It was probably one of my better tirades, I have some good ones,
292
928000
3000
Ovo je verovatno jedna od mojih boljih tirada, imao sam par dobrih,
15:56
but this was probably one of my better ones. And I went into these people;
293
931000
3000
ali je ovo verovatno jedna od najboljih. I nastavio sam;
15:59
how could they take BMW's money,
294
934000
2000
kako su mogli da uzmu novac BMW-a,
16:01
how could they have a holiday for three months and produce nothing, nothing?
295
936000
6000
kako su mogli da budu na odmoru tri meseca i ništa ne urade, ništa?
16:07
Because of course they didn't tell us that they had three station wagons
296
942000
5000
Zato što nam, naravno, nisu rekli da imaju tri karavana
16:12
full of drawings, model concepts, pictures -- everything I wanted,
297
947000
7000
puna crteža, koncepta modela, slika -- svega što sam želeo,
16:19
they'd locked up in the cars, because they had shown solidarity with the engineers --
298
954000
5000
zaključali su ih u kolima, zato što su iskazivali solidarnost sa inženjerima --
16:24
and they'd decided not to show me anything,
299
959000
3000
i odlučili su da mi ništa ne pokažu,
16:27
in order to give the chance for problem solving a chance to start,
300
962000
3000
kako bi im dali šansu sa počnu da rade na rešenju problema,
16:30
because they hadn't realized, of course,
301
965000
2000
zato što, naravno, nisu uviđali,
16:32
that they couldn't do problem creating.
302
967000
2000
da nisu umeli da naprave problem.
16:34
So we went to lunch --
303
969000
2000
I tako, otišli smo na ručak --
16:36
(Laughter)
304
971000
5000
(Smeh)
16:41
And I've got to tell you, this was one seriously quiet lunch.
305
976000
3000
I kažem vam, to je bio veoma tih ručak.
16:44
The engineers all sat at one end of the table,
306
979000
2000
Inženjeri su sedeli za jednim krajem stola,
16:46
the designers and I sat at the other end of the table, really quiet.
307
981000
3000
dizajneri i ja za drugim, veoma tihi.
16:49
And I was just fucking furious, furious. OK?
308
984000
7000
I bio sam jebeno besan, besan? Ok?
16:56
Probably because they had all the fun and I didn't, you know.
309
991000
2000
Verovatno zato što su se samo oni zabavljali, a ja nisam, znate.
16:58
That's what you get furious about right?
310
993000
2000
Zbog toga se razbesnite, zar ne?
17:00
And somebody asked me about Catherine, my wife, you know,
311
995000
2000
Neko me je pitao za Ketrin, moju ženu,
17:02
did she fly out with me or something?
312
997000
2000
da li je došla sa mnom ili ne.
17:04
I said, "No," and it triggered a set of thoughts about my wife.
313
999000
4000
Rekao sam da nije i to je pokrenulo tok misli o mojoj ženi.
17:08
And I recalled that when Catherine and I were married,
314
1003000
4000
I setio sam se da kada smo se Ketrin i ja venčali,
17:12
the priest gave a very nice sermon, and he said something very important.
315
1007000
5000
sveštenik je održao veoma lepu službu i rekao je nešto veoma važno.
17:17
He said, "Love is not selfish," he said,
316
1012000
3000
Rekao je: "Ljubav nije sebična", rekao je,
17:20
"Love does not mean counting how many times I say, 'I love you.'
317
1015000
4000
"Ljubav nije brojanje izjava ljubavi.
17:24
It doesn't mean you had sex this many times this month,
318
1019000
3000
Nije koliko ste puta imali seks ovog meseca,
17:27
and it's two times less than last month,
319
1022000
2000
a dva puta je manje od prošlog meseca,
17:29
so that means you don't love me as much.
320
1024000
2000
što znači da me ne voliš više toliko.
17:31
Love is not selfish." And I thought about this, and I thought,
321
1026000
5000
Ljubav nije sebična. Razmislio sam o ovome i pomislio:"
17:36
"You know, I'm not showing love here. I'm seriously not showing love.
322
1031000
8000
"Znate, ne pokazujem ljubav sada. Stvarno ne pokazujem ljubav.
17:44
I'm in the air, I'm in the air without trust.
323
1039000
4000
Visim u vazduhu, visim bez poverenja.
17:48
This cannot be. This cannot be that I'm expecting a certain number of sketches,
324
1043000
5000
Ovo ne može biti. Ne može biti da očekujem neki broj skica,
17:53
and to me that's my quantification method for qualifying a team.
325
1048000
5000
i da mi je to metod kvantifikacije koji karakteriše tim.
17:58
This cannot be."
326
1053000
2000
Nije tako."
18:00
So I told them this story. I said, "Guys, I'm thinking about something here,
327
1055000
3000
Ispričao sam im svoju priču. Rekao sam: "Ljudi, razmišljam o nečemu sada,
18:03
this isn't right. I can't have a relationship with you guys
328
1058000
4000
ovo nije u redu. Ne mogu imati odnos sa vama
18:07
based on a premise that is a quantifiable one.
329
1062000
3000
koji je baziran na premisi koja se može meriti.
18:10
Based on a dictate premise that says, 'I'm a boss, you do what I say, without trust.'"
330
1065000
8000
Na naredbodavnoj premisi: "Ja sam vaš šef, radićete ono što želim, bez poverenja."
18:18
I said "This can't be."
331
1073000
2000
Rekao sam: "Ovog ne može biti."
18:20
Actually, we all broke down into tears, to be quite honest about it,
332
1075000
6000
Zapravo, svi smo se rasplakali, da budem iskren
18:26
because they still could not tell me how much frustration they had built up
333
1081000
5000
zato što mi i dalje nisu mogli reći koliko su postali frustrirani,
18:31
inside of them, not being able to show me what I wanted,
334
1086000
4000
kada nisu mogli da mi pokažu ono što sam želeo,
18:35
and merely having to ask me to trust them that it would come.
335
1090000
5000
i kada su me samo morali zamoliti da im verujem da će toga biti.
18:40
And I think we felt much closer that day,
336
1095000
3000
I mislim da smo se mnogo zbližili tog dana,
18:43
we cut a lot of strings that didn't need to be there,
337
1098000
3000
odbacili smo mnoge nepotrebne stvari,
18:46
and we forged the concept for what real team and creativity is all about.
338
1101000
5000
i stvorili smo pravi koncept tima i kreativnosti.
18:51
We put the car back at the center of our thoughts, and we put love,
339
1106000
4000
Vratili smo auto u centar misli i uneli ljubav,
18:55
I think, truly back into the center of the process.
340
1110000
4000
mislim, nazad u središte procesa.
18:59
By the way, that team went on to create six different concepts
341
1114000
3000
Inače, tim je posle stvorio šest različitih koncepata
19:02
for the next model of what would be the proposal
342
1117000
3000
za naredni model predloga
19:05
for the next generation after SUVs in America.
343
1120000
3000
sledeće generacije SUV-a u SAD-u.
19:08
One of those was the idea of a crossover coupes --
344
1123000
4000
Jedna od tih ideja je krosover kupea --
19:12
you see it downstairs, the X Coupe -- they had a lot of fun with that.
345
1127000
5000
možete ga videti dole, X Coupe -- mnogo su se zabavljali stvarajući ga.
19:17
It was the rendition of our motorcycle,
346
1132000
3000
Bila je to varijacija našeg motocikla,
19:20
the GS, as Carl Magnusson says, "brute-iful,"
347
1135000
4000
GS-a, kako ga je Karl Magnuson okarakterisao - brutalno lep,
19:24
as the idea of what could be a motorcycle, if you add two more wheels.
348
1139000
5000
na temu šta bi mogao biti motocikl, ako dodate još dva točka.
19:29
And so, in conclusion, my lesson that I wanted to pass on to you,
349
1144000
4000
I tako, da zaključim, pouka koju želim da vam prenesem je
19:33
was this one here. I'm also going to steal a little quote out of "Little Prince."
350
1148000
4000
upravo ova. Takođe, ukrašću citat iz "Malog princa".
19:37
There's a lot to be said about trust and love,
351
1152000
3000
Može se mnogo toga reći o poverenju i ljubavi,
19:40
if you know that those two words are synonymous for design.
352
1155000
3000
ako znate da su te reči sinonimi za dizajn.
19:43
I had a very, very meaningful relationship with my team that day,
353
1158000
4000
Imao sam veoma značajnu vezu sa svojim timom tog dana,
19:47
and it's stayed that way ever since.
354
1162000
2000
i ostala je takva do dana današnjeg.
19:49
And I hope that you too find that there's more to design,
355
1164000
4000
Nadam se da i sami smatrate da je dizajn znatno kompleksniji
19:53
and more towards the art of the design, than doing it yourself.
356
1168000
4000
i da je bliži umetnosti dizajniranja, nego običan rad.
19:57
It's true that the trust and the love, that makes it worthwhile.
357
1172000
4000
Istina je da ga poverenje i ljubav čine vrednim.
20:01
Thanks so much.
358
1176000
2000
Hvala vam najlepše.
20:03
(Applause)
359
1178000
2000
(Aplauz)
ABOUT THE SPEAKER
Chris Bangle - Car designerCar design is a ubiquitous but often overlooked art form. As chief of design for the BMW Group, Chris Bangle has overseen cars that have been seen the world over, including BMW 7 Series and the Z4 roadster.
Why you should listen
American designer Chris Bangle understands that it can be difficult to see a car in terms of Art with a capital A. As such, he separates his work into issues of "automobiles" (unemotional products, causing problems such as pollution and congestion) and "car-iness" (an expansion of the human, and ultimately a truly artistic expression). Satisfying the tensions between these problems -- and the tensions between engineers and designers -- is, for him, the essence of his work.
Offering radical forms and ideas, Bangle has been a polarizing figure within the industry; he has overseen all of the brands within the BMW family, including Mini and Rolls-Royce. In 2009, Bangle left BMW to pursue his own personal design interests and develop his consulting firm, Chris Bangle Associates.
Chris Bangle | Speaker | TED.com