let me start if I may with my own story because it’s kind of important for the
because it’s kind of important for the
because it’s kind of important for the talk you’ll see later on Oh perfect so I
talk you’ll see later on Oh perfect so I
talk you’ll see later on Oh perfect so I played the violin for seven years and I
played the violin for seven years and I
played the violin for seven years and I loved it I loved it at all my heart and
loved it I loved it at all my heart and
loved it I loved it at all my heart and I was practicing I loved learning
I was practicing I loved learning
I was practicing I loved learning acoustics I loved to learning harmonics
acoustics I loved to learning harmonics
acoustics I loved to learning harmonics I loved to talking to my friend music
I loved to talking to my friend music
I loved to talking to my friend music musicians and I believed that music is
musicians and I believed that music is
musicians and I believed that music is going to be my life so naturally I
going to be my life so naturally I
going to be my life so naturally I applied for the music academia for the
applied for the music academia for the
applied for the music academia for the violin players there is only one spot
violin players there is only one spot
violin players there is only one spot and I ended up second in the hearing
and I ended up second in the hearing
and I ended up second in the hearing okay
okay
okay that can happen so let’s try again
that can happen so let’s try again
that can happen so let’s try again in a year I thought so I practiced for
in a year I thought so I practiced for
in a year I thought so I practiced for another 12 months just to end up second
another 12 months just to end up second
another 12 months just to end up second for the second time and that was kind of
for the second time and that was kind of
for the second time and that was kind of the start of all this I thought okay
the start of all this I thought okay
the start of all this I thought okay this is the end of a dream so I
this is the end of a dream so I
this is the end of a dream so I struggled for a few days and I figured
struggled for a few days and I figured
struggled for a few days and I figured that it’s time to move on it’s time to
that it’s time to move on it’s time to
that it’s time to move on it’s time to start something new to take another shot
start something new to take another shot
start something new to take another shot at life and I really wanted to make it
at life and I really wanted to make it
at life and I really wanted to make it count
count
count this time but I still didn’t have the
this time but I still didn’t have the
this time but I still didn’t have the slightest idea what I’m gonna do I was
slightest idea what I’m gonna do I was
slightest idea what I’m gonna do I was still in love with the violin it may
still in love with the violin it may
still in love with the violin it may sound a little bit ridiculous but the
sound a little bit ridiculous but the
sound a little bit ridiculous but the instrument you see is extraordinary it’s
instrument you see is extraordinary it’s
instrument you see is extraordinary it’s kind of mysterious there is definitely
kind of mysterious there is definitely
kind of mysterious there is definitely something about it it’s perfect example
something about it it’s perfect example
something about it it’s perfect example of great design combined with state of
of great design combined with state of
of great design combined with state of the art craftsmanship it’s perfect in
the art craftsmanship it’s perfect in
the art craftsmanship it’s perfect in every sense of the world and it was
every sense of the world and it was
every sense of the world and it was perfect
perfect
perfect 400 years ago when Antonio Stradivari
400 years ago when Antonio Stradivari
400 years ago when Antonio Stradivari designed it unfortunately
designed it unfortunately
designed it unfortunately we don’t design products like this
we don’t design products like this
we don’t design products like this anymore and that was the answer was was
anymore and that was the answer was was
anymore and that was the answer was was the answer for me let’s design products
the answer for me let’s design products
the answer for me let’s design products with a story to tell because that’s
with a story to tell because that’s
with a story to tell because that’s something I deeply left at the moment
something I deeply left at the moment
something I deeply left at the moment and I felt it’s the right thing to do at
and I felt it’s the right thing to do at
and I felt it’s the right thing to do at the time so I put a few designers
the time so I put a few designers
the time so I put a few designers together and and we starting to do just
together and and we starting to do just
together and and we starting to do just that I’ll shoot a few examples
that I’ll shoot a few examples
that I’ll shoot a few examples hopefully yep this is one of the first
hopefully yep this is one of the first
hopefully yep this is one of the first products these earrings are actually
products these earrings are actually
products these earrings are actually made from the piano there is a company
made from the piano there is a company
made from the piano there is a company in the Czech Republic by the name of
in the Czech Republic by the name of
in the Czech Republic by the name of Petrov and they are manufacturing grand
Petrov and they are manufacturing grand
Petrov and they are manufacturing grand pianos for more than 150 years it’s a
pianos for more than 150 years it’s a
pianos for more than 150 years it’s a family company it’s still run and owned
family company it’s still run and owned
family company it’s still run and owned by the Petro family to this day and it’s
by the Petro family to this day and it’s
by the Petro family to this day and it’s worldwide they export most of their
worldwide they export most of their
worldwide they export most of their production to China actually so there is
production to China actually so there is
production to China actually so there is really strong brand behind these pianos
really strong brand behind these pianos
really strong brand behind these pianos and we borrowed it
and we borrowed it
and we borrowed it we borrowed the history and created a
we borrowed the history and created a
we borrowed the history and created a limited edition of these of the piano
limited edition of these of the piano
limited edition of these of the piano earrings it was perfect
earrings it was perfect
earrings it was perfect it was perfect especially for the
it was perfect especially for the
it was perfect especially for the musicians for the piano players but also
musicians for the piano players but also
musicians for the piano players but also for the media and speaking about media
for the media and speaking about media
for the media and speaking about media this is our most famous product these
this is our most famous product these
this is our most famous product these lines were designed from traffic science
lines were designed from traffic science
lines were designed from traffic science waste material but what I was supposed
waste material but what I was supposed
waste material but what I was supposed to talk about initially because we did
to talk about initially because we did
to talk about initially because we did start it with the idea of using design
start it with the idea of using design
start it with the idea of using design to deal with waste the industrial
to deal with waste the industrial
to deal with waste the industrial process you see is never 100% efficient
process you see is never 100% efficient
process you see is never 100% efficient there is always some amount of
there is always some amount of
there is always some amount of industrial waste leftover from the
industrial waste leftover from the
industrial waste leftover from the production usually in form of Carol’s or
production usually in form of Carol’s or
production usually in form of Carol’s or some left
some left
some left you can’t no longer use in the
you can’t no longer use in the
you can’t no longer use in the production of like cars or furniture or
production of like cars or furniture or
production of like cars or furniture or clothing or anything being we depend on
clothing or anything being we depend on
clothing or anything being we depend on these days so the idea of these slides
these days so the idea of these slides
these days so the idea of these slides was to save the material left from the
was to save the material left from the
was to save the material left from the traffic science production because there
traffic science production because there
traffic science production because there are thousands of traffic signs on the
are thousands of traffic signs on the
are thousands of traffic signs on the streets and from every each one of them
streets and from every each one of them
streets and from every each one of them there is 15% of really valuable
there is 15% of really valuable
there is 15% of really valuable materials left over as industrial waste
materials left over as industrial waste
materials left over as industrial waste these lies by the way get us to the Expo
these lies by the way get us to the Expo
these lies by the way get us to the Expo 2015 in Milan that’s why it’s our most
2015 in Milan that’s why it’s our most
2015 in Milan that’s why it’s our most successful product I suppose or another
successful product I suppose or another
successful product I suppose or another example of storytelling in design is
example of storytelling in design is
example of storytelling in design is this notebook we designed for one of our
this notebook we designed for one of our
this notebook we designed for one of our clients
clients
clients it’s a multinational company in
it’s a multinational company in
it’s a multinational company in construction business they build stuff
construction business they build stuff
construction business they build stuff they were bridges they both towers they
they were bridges they both towers they
they were bridges they both towers they both homes they both office buildings
both homes they both office buildings
both homes they both office buildings and they’re really good at it
and they’re really good at it
and they’re really good at it they’re known and concrete is something
they’re known and concrete is something
they’re known and concrete is something like this like their signature material
like this like their signature material
like this like their signature material so we used it in our design just making
so we used it in our design just making
so we used it in our design just making it personal
it personal
it personal just making it tailored made for them
just making it tailored made for them
just making it tailored made for them and the concrete is not just some random
and the concrete is not just some random
and the concrete is not just some random concrete pattern we took its actual
concrete pattern we took its actual
concrete pattern we took its actual photograph I took three days ago at a
photograph I took three days ago at a
photograph I took three days ago at a construction site in Prague there they
construction site in Prague there they
construction site in Prague there they are starting building another project
are starting building another project
are starting building another project for the city so this made it to measure
for the city so this made it to measure
for the city so this made it to measure and it’s made to tell the story of the
and it’s made to tell the story of the
and it’s made to tell the story of the company for some reason storytelling in
company for some reason storytelling in
company for some reason storytelling in design works it works really good and
design works it works really good and
design works it works really good and not only for our studio it works
not only for our studio it works
not only for our studio it works perfectly for others as well I can’t
perfectly for others as well I can’t
perfectly for others as well I can’t resist and I have to show you this this
resist and I have to show you this this
resist and I have to show you this this is never ending glory collection my last
is never ending glory collection my last
is never ending glory collection my last with one of my favorite design company
with one of my favorite design company
with one of my favorite design company and it’s inspired by famous opera houses
and it’s inspired by famous opera houses
and it’s inspired by famous opera houses and theaters because the shapes are
and theaters because the shapes are
and theaters because the shapes are actually silhouettes of chandeliers from
actually silhouettes of chandeliers from
actually silhouettes of chandeliers from La Scala plus Kenya Metropolitan Opera
La Scala plus Kenya Metropolitan Opera
La Scala plus Kenya Metropolitan Opera or or to Bolshoi Theater it was
or or to Bolshoi Theater it was
or or to Bolshoi Theater it was ingenious move my last wave the idea and
ingenious move my last wave the idea and
ingenious move my last wave the idea and these photos of these pictures predict a
these photos of these pictures predict a
these photos of these pictures predict a wildfire it was it was incredible
wildfire it was it was incredible
wildfire it was it was incredible everyone in the design community all
everyone in the design community all
everyone in the design community all around world instantly knew about this
around world instantly knew about this
around world instantly knew about this about this collection I believe there is
about this collection I believe there is
about this collection I believe there is a reason why stories like this spread so
a reason why stories like this spread so
a reason why stories like this spread so easily and it was do not and that’s the
easily and it was do not and that’s the
easily and it was do not and that’s the thing I want to talk about today the
thing I want to talk about today the
thing I want to talk about today the story coming in design and let me
story coming in design and let me
story coming in design and let me explain it on an example imagine this
explain it on an example imagine this
explain it on an example imagine this yesterday you saw amazing pair of let’s
yesterday you saw amazing pair of let’s
yesterday you saw amazing pair of let’s say earrings and you’re gonna tell it to
say earrings and you’re gonna tell it to
say earrings and you’re gonna tell it to a friend so you might say something like
a friend so you might say something like
a friend so you might say something like hey just yesterday I saw an amazing pair
hey just yesterday I saw an amazing pair
hey just yesterday I saw an amazing pair of earrings it was silver with emerald I
of earrings it was silver with emerald I
of earrings it was silver with emerald I think but the markings on top and it was
think but the markings on top and it was
think but the markings on top and it was just beautiful I’m in love I have to
just beautiful I’m in love I have to
just beautiful I’m in love I have to have it like right now and the friend
have it like right now and the friend
have it like right now and the friend might say okay great that’s good for you
might say okay great that’s good for you
might say okay great that’s good for you have fun that’s probably it
have fun that’s probably it
have fun that’s probably it is he or she going to spread the
is he or she going to spread the
is he or she going to spread the information is he or she going to talk
information is he or she going to talk
information is he or she going to talk about it further probably not
about it further probably not
about it further probably not I think because it was just an emotion
I think because it was just an emotion
I think because it was just an emotion it was just your feeling from the thing
there is actually nothing to share
there is actually nothing to share nothing to do nothing to talk about
nothing to do nothing to talk about
nothing to do nothing to talk about let’s try again with the piano earrings
let’s try again with the piano earrings
let’s try again with the piano earrings you might remember hey I saw an amazing
you might remember hey I saw an amazing
you might remember hey I saw an amazing pair of earrings yesterday it was black
pair of earrings yesterday it was black
pair of earrings yesterday it was black and shiny small but simple silver hooks
and shiny small but simple silver hooks
and shiny small but simple silver hooks and it was made from the piano
and it was made from the piano
and it was made from the piano wait what from the piano do you have a
wait what from the piano do you have a
wait what from the piano do you have a picture I will show it to my friend
picture I will show it to my friend
picture I will show it to my friend she’s a piano player and she’s gonna
she’s a piano player and she’s gonna
she’s a piano player and she’s gonna love it
love it
love it see what happened now there is something
see what happened now there is something
see what happened now there is something of substance something to talk about
of substance something to talk about
of substance something to talk about something that can spread actually
something that can spread actually
something that can spread actually because of the story that’s the power of
because of the story that’s the power of
because of the story that’s the power of the story combined with an emotion so
the lesson to be learned in here is as
the lesson to be learned in here is as simple as this I think give people the
simple as this I think give people the
simple as this I think give people the good story to tell and they will tell it
good story to tell and they will tell it
good story to tell and they will tell it for you give people good story to tell
for you give people good story to tell
for you give people good story to tell and they will want to tell it for you
and they will want to tell it for you
and they will want to tell it for you because that’s how our mind works
because that’s how our mind works
because that’s how our mind works actually every time when the friend of
actually every time when the friend of
actually every time when the friend of yours meets someone meets a piano player
yours meets someone meets a piano player
yours meets someone meets a piano player the story just instantly pops in her
the story just instantly pops in her
the story just instantly pops in her head and she’s prepared to be at the
head and she’s prepared to be at the
head and she’s prepared to be at the story is prepared to be shared again and
story is prepared to be shared again and
story is prepared to be shared again and again because every each new piano
again because every each new piano
again because every each new piano player is like the trigger for the story
player is like the trigger for the story
player is like the trigger for the story to emerge so this is I believe the one
to emerge so this is I believe the one
to emerge so this is I believe the one thing to remember the idea to be shared
thing to remember the idea to be shared
thing to remember the idea to be shared if people good story to tell and they
if people good story to tell and they
if people good story to tell and they will tell it for you you may ask what
will tell it for you you may ask what
will tell it for you you may ask what sell it for me I don’t create products
sell it for me I don’t create products
sell it for me I don’t create products I’m not a designer or are you I believe
I’m not a designer or are you I believe
I’m not a designer or are you I believe that all of us are designers in some
that all of us are designers in some
that all of us are designers in some sense of the world
sense of the world
sense of the world we all design a life stories and we all
we all design a life stories and we all
we all design a life stories and we all want them to be shared that’s why we
want them to be shared that’s why we
want them to be shared that’s why we write books that’s why we compose music
write books that’s why we compose music
write books that’s why we compose music that’s why we conquer Nations that’s why
that’s why we conquer Nations that’s why
that’s why we conquer Nations that’s why we have children by the way that for our
we have children by the way that for our
we have children by the way that for our stories to survive to be told again and
stories to survive to be told again and
stories to survive to be told again and again and I borrowed an idea from a
again and I borrowed an idea from a
again and I borrowed an idea from a literary friend of mine
literary friend of mine
literary friend of mine Nassim Taleb and his book the Black Swan
Nassim Taleb and his book the Black Swan
Nassim Taleb and his book the Black Swan I highly recommend it he’s writing about
I highly recommend it he’s writing about
I highly recommend it he’s writing about few events in all our lives that result
few events in all our lives that result
few events in all our lives that result in the most of it the most let’s say
in the most of it the most let’s say
in the most of it the most let’s say again most of our lives are actually
again most of our lives are actually
again most of our lives are actually resolved of just a few key events that
resolved of just a few key events that
resolved of just a few key events that happened – you met someone you moved
happened – you met someone you moved
happened – you met someone you moved somewhere you stepped on something
somewhere you stepped on something
somewhere you stepped on something you had an idea and these events create
you had an idea and these events create
you had an idea and these events create your life story I will use my life story
your life story I will use my life story
your life story I will use my life story as an example because you already know
as an example because you already know
as an example because you already know it and it’s exactly what I told you in
it and it’s exactly what I told you in
it and it’s exactly what I told you in the first 60 seconds of this talk there
the first 60 seconds of this talk there
the first 60 seconds of this talk there was a dream with music
was a dream with music
was a dream with music it went from it went horribly wrong so I
it went from it went horribly wrong so I
it went from it went horribly wrong so I joined the impact hub which is a
joined the impact hub which is a
joined the impact hub which is a co-working space in black and I hoped I
co-working space in black and I hoped I
co-working space in black and I hoped I will figure something else then I
will figure something else then I
will figure something else then I started a company we designed a few
started a company we designed a few
started a company we designed a few products based on storytelling and now
products based on storytelling and now
products based on storytelling and now here I am giving it the next talk that’s
here I am giving it the next talk that’s
here I am giving it the next talk that’s my story and it seems to be working
my story and it seems to be working
my story and it seems to be working it seems to be spreading on its own this
it seems to be spreading on its own this
it seems to be spreading on its own this being an example of that I have to ask
being an example of that I have to ask
being an example of that I have to ask what is your story how you are going to
what is your story how you are going to
what is your story how you are going to design it to spread when I say on what’s
design it to spread when I say on what’s
design it to spread when I say on what’s your next move
again the idea
again the idea to be remembered is give people good
to be remembered is give people good
to be remembered is give people good story to tell and they all tell it for
story to tell and they all tell it for
story to tell and they all tell it for you so I wish you luck designed
you so I wish you luck designed
you so I wish you luck designed carefully thank you very much
”
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