Isikhethi se-apula Encwadini yakhe entsha ethi “Design forward”, umklami nomklami waseJalimane uHartmut Esslinger, umsunguli weFrogdesign, uchaza ngokucacile ukwakheka kwamasu nokuthi intuthuko emisha idale kanjani izinguquko zokudala emakethe yabathengi, ikakhulukazi enye yezinkampani zaseMelika eziphumelela kakhulu ezake zakhiwa: inkampani yama-apula.
Ukwethulwa ngokusemthethweni kwale ncwadi kwenzeka ngesikhathi kuvulwa umbukiso othi “Amazinga Omklamo WaseJalimane - Ukusuka Ekwakhiweni Kwezindlu Kuya Ekuhwebeni Kwembulunga yonke”, obuseHong Kong njengengxenye ye-BODW 2012. (inothi lomhleli: Iviki Lebhizinisi Lokuklama 2012 - umbukiso wokuqamba wedizayini omkhulukazi wase-Asia). Lo mbukiso ubuwukubambisana phakathi kwe-Hong Kong Design Institute (HKDI), i-International Design Museum e-Munich "The neue Sammlung" kanye ne-Red Dot Design Museum e-Essen, eJalimane.
Ummeleli we-Designboom wahlangana no-Hartmut Esslinger ngaphambi nje kokwethulwa kwencwadi yakhe eHong Kong futhi wathola amakhophi okuqala encwadi ngaleso sikhathi. Bakhulume ngokuhlela kwamasu akwa-Apple kanye nobungane babo noSteve Jobs. Kulesi sihloko, sibheka emuva emiklamo ka-Esslinger kusukela ekuqaleni kwawo-80, ukuthwebula nokubhala imibhalo ye-prototypes, imiqondo, kanye nocwaningo lwamathebulethi, amakhompyutha, namalaptop e-Apple.
Ngifuna ukuthi idizayini ye-Apple ingagcini nje ngokuhamba phambili embonini yamakhompiyutha, kodwa ibe ehamba phambili emhlabeni. Steve Jobs
Lapho u-Apple esevele esemakethe ngonyaka wesithupha, okungukuthi, ngo-1982, umsunguli kanye nosihlalo uSteve Jobs wayeneminyaka engamashumi amabili nesishiyagalombili. USteve - enembile futhi eshiseka ngokuklama okuhle, wabona ukuthi umphakathi usenkingeni. Ngaphandle kokuguga kwe-Apple, imikhiqizo ayizange ihambe kahle kakhulu uma iqhathaniswa nenkampani yekhompyutha ye-IBM. Futhi zonke zazizimbi, ikakhulukazi i-Apple III kanye ne-Apple Lisa ezokhishwa maduze. I-CEO ye-Apple - indoda eyivelakancane - uMichael Scott, udale ukuhlukaniswa kwebhizinisi okuhlukene kohlobo ngalunye lomkhiqizo, okuhlanganisa izesekeli ezifana neziqapha kanye nenkumbulo. Isigaba ngasinye sasinenhloko yaso yokuklama futhi sakha imikhiqizo njengoba noma ubani ayefuna. Ngenxa yalokho, imikhiqizo ye-Apple yabelana kancane ngendlela yolimi olujwayelekile lokuklama noma ukuhlanganisa konke. Empeleni, ukuklama okungekuhle bekuwuphawu kanye nembangela ebambekayo yosizi lwenkampani yakwa-Apple. Isifiso sikaSteve sokuqeda inqubo ehlukene sazala umklamo wamasu wephrojekthi. Bekufanele iguqule umbono wohlobo lwe-Apple nemigqa yemikhiqizo yabo, iguqule umkhondo wekusasa lenkampani, futhi ekugcineni iguqule indlela umhlaba ocabanga ngayo nokusebenzisa ubuchwepheshe babathengi be-electronics kanye nezokuxhumana.
Le phrojekthi igqugquzelwe umbono ovela kuRichardson Smith "Design Agency" (kamuva eyathathwa yiFitch) emsebenzini weXerox, lapho abaklami basebenze nezigaba eziningi ngaphakathi kweXerox ukuze bakhe ulimi olulodwa lokuklama olusezingeni eliphezulu inkampani engalusebenzisa kuyo yonke inkampani. . UJerry Manock, umklami womkhiqizo we-Apple II kanye nenhloko yabaklami besigaba se-Macintosh, kanye no-Rob Gemmell, inhloko yophiko lwe-Apple II, baqhamuke nesu lapho bengamema khona bonke abaklami bomhlaba endlunkulu yakwa-Apple futhi, ngemva kokuxoxisana. wonke umuntu, bamba umncintiswano phakathi kwamakhandidethi amabili aphezulu. U-Apple uzokhetha owinile futhi asebenzise umklamo njengomqondo wolimi lwayo olusha lokuklama. Kwakungekho muntu owayazi ngaleso sikhathi ukuthi i-Apple yayisezinhlelweni zokuguqukela ekubeni inkampani isu layo elisekelwe ekwakhiweni nasekusekelweni ngokwezimali ukusungula izinto ezintsha kungasho impumelelo yomhlaba wonke. Ngemuva kwezingxoxo eziningi no-Steve Jobs nabanye abaphathi be-Apple, sihlonze izinkomba ezintathu ezihlukene ukuze sithuthuke.
Umqondo 1 yachazwa yisiqubulo esithi "babezokwenzani kwaSony uma benza ikhompuyutha". Angizange ngikuthande ngenxa yezingxabano ezingase zibe khona no-Sony, kodwa uSteve waphikelela. Ubone ukuthi ulimi luka-Sony olulula lokuklama "lupholile" futhi lungaba isibonelo esihle noma ibhentshimakhi. Futhi kwaba u-Sony owabeka inkomba kanye nejubane ekwenzeni izimpahla zabathengi "ezisezingeni eliphezulu" - ezihlakaniphile, ezincane futhi eziphathwayo.
Umqondo 2 ingabizwa ngokuthi "i-Americana", ngoba ihlanganise umklamo "wobuchwepheshe obuphezulu" nezinga elijwayelekile lokuklama laseMelika. Izibonelo zifaka phakathi umsebenzi ka-Raymond Loewy ofana ne-aerodynamic design ye-Studebaker namanye amakhasimende ezimoto kanye nezinto zikagesi zasekhaya ze-Elektrolux, bese kuba yimikhiqizo yehhovisi lika-Gestetner kanye nebhodlela le-Coca-Cola.
Umqondo 3 kwasala kimi. Kungaba ngokukhulu ngangokunokwenzeka - futhi leyo bekuyinselelo enkulu kakhulu. Umqondo othi A no-B wawusekelwe emaqinisweni afakazelwe, ngakho-ke i-Concept C yayiyithikithi lami lokuhamba ngomkhumbi ngiye endaweni engingayazi. Kodwa futhi angaba umnqobi.
Hartmut Esslinger uyaba ubani?
Maphakathi nawo-1970, waqala ukusebenzela u-Sony ochungechungeni lwe-Trinitron ne-Wega. Ekuqaleni kwawo-1980, waqala ukusebenzela i-Apple. Ngalesi sikhathi, isu labo lokuklama elihlanganyelwe laguqula i-Apple kusukela ekuqaleni yaba uhlobo lomhlaba jikelele. Usize ekudaleni ulimi lokuklama "olumhlophe qhwa" olwaqala nge-Apple IIc yodumo, okuhlanganisa nenganekwane Macintosh, futhi wabusa ngokuphakama e-Cupetino kusukela ngo-1984 kuya ku-1990. Ngokushesha ngemva kokushiya kukaJobs, u-Esslinger wayinqamula inkontileka yakhe futhi walandela Imisebenzi enkampanini yakhe entsha, Olandelayo. Eminye imisebenzi emikhulu yamakhasimende ihlanganisa ukuklama komhlaba wonke kanye namasu omkhiqizo we-Lufthansa, ubunikazi benkampani kanye nesofthiwe yokusebenzelana komsebenzisi ye-SAP kanye nokufaka uphawu lwe-MS Windows kanye nomklamo wokusetshenziswa kubonwa. Kuphinde kwaba nokubambisana nezinkampani ezifana ne-Siemens, i-NEC, i-Olympus, i-HP, i-Motorola ne-GE. Ngo-December 1990, u-Esslinger uyena kuphela umklami ophilayo owavela kukhava yephephabhuku iBusinessweek, okokugcina uRaymond Loewy ehlonishwa kangaka ngo-1934. uke waba nguprofesa wedizayini yezimboni eziguqukayo e-University of Applied Arts e-Vienna, e-Austria. Namuhla, uProf. U-Esslinger uthisha owaziwayo wokuklama amasu ngokubambisana ne-Beijing DTMA kanye nezifundo eziningi, izikhungo zemfundo ephakeme ezigxile ekufakeni izicelo e-Japan e-Shanghai.
Esinye sezindatshana ezinhle kakhulu lapha! Ngiyabonga.