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为什么全世界的咖啡馆都长一个样 – 译学馆
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为什么全世界的咖啡馆都长一个样

Is Instagram to blame for why coffee shops everywhere look the same?

孟买 圣保罗 巴黎 布鲁克林
世界各地都发生了一些奇怪的事情
All over the world something strange ishappening
巴西 圣保罗
世界各地的咖啡馆都变得一模一样了
coffee shops everywhere are starting to look the same.
来一杯卡布奇诺加冷奶
Can I get a cappuccino with cold milk?
谢谢
Thank you.
我们在布鲁克林的咖啡馆
We’re in a coffee shop in Brooklyn
你可能会认出它的样子
and it has a look you probably recognize
悬挂着的灯泡 自然的光线 裸露的木材和盆栽植物
hanging light bulbs, natural light,exposed wood, potted plants
这种外观已经很流行了
This look has started to travel.
我们去了四个大洲的四家咖啡馆了解原因
We went to four coffee shops on four continents to understand why.
现在这种趋势背后是有原因的
And there’s a reason that it’shappening right now.
我是普里蒂·瓦拉坦 这里是《石英科技》
I’m Preeti Varathan, this is Quartz.
订阅频道获得更多视频
Subscribe to the channel for more vedios like this.
我发现不管我在纽约 洛杉矶 柏林或北京
— And I just started seeing that whether I was in New York or LA or Berlin or Beijing
或者其他城市
or kind of any city…
凯尔·查卡是一位设计方面的记者
Kyle Chayka is a reporter who writes about design.
几年前他开始注意到这一趋势的存在
and a few years ago hestarted noticing this trend.
每个城市的咖啡馆虽有不同 却又千篇一律
— Each city had its own version of this generic cafe
就是这样的组合
it was this kind of combination of
再生木材 爱迪生灯泡和大窗户
reclaimed wood and Edison bulbs and big windows.
这是如何发生的?
How did this happen?
好吧 故事从我们都熟悉的东西开始
Well,the story starts with something we’re all familiar with
星巴克
Starbucks
他们让人觉得咖啡是一种比以前更高级的商品
They created this idea that coffee could be a classier commodity than it was before
星巴克告诉美国人咖啡不仅仅是给身体提供能量
Starbucks taught Americans that coffeewasn’t just fuel.
咖啡馆可以是
That coffee shops could be a place where
人们用餐 喝咖啡和休息的地方
people eat and drink and slow down.
星巴克使咖啡成为一种奢侈的体验
Starbucks made coffee a luxury experience.
我们会给你一个托盘
We will give you a tray
不管你点什么 我们都会提供苏打水
We will give you sparkling water with everything.
我们希望它是一个完整的体验
We want it to be a full experience.
当星巴克走向全球时 它将这种期望传播到全世界
And as Starbucks went global it spread that expectation around the world.
与此同时在2000年代后期的美国
Meanwhile in the late 2000s in the U.S.
一种真正重视原材料 真实性 原始性的设计趋势正在发展
a design trend is growing that reallyvalues original materials and authenticity and rawness
而这一趋势与2006年左右浮现的布鲁克林文化融为一体
— And that kind of bleeds into the Brooklyn culture that’s starting to emerge around 2006.
当时正逢金融危机
And then that hits right into the financial crisis
这让每个人想起布鲁克林那种
which draws everyone’s eye back to this
非主流的怀旧式咖啡馆
Brooklyn hipster nostalgic look
它给人们一种简单 粗糙的感觉
which kind of was super lo-fi and rough feeling
当你进入我们的咖啡馆时 你能感觉到……
— As you enter in our cafe you can feel…
那种温暖和舒适……
许多木材
木材 混凝土 钢材和轻质材料
wood, concrete, steel and light.
这种形象源自何处 虽然还是存在争议
And while it’s debatable where this look actually originated,
但是它与一个地方联系在一起
it comes to be associatedwith one place.
纽约的布鲁克林
Brooklyn, New York.
这种感觉让人想起纽约 布鲁克林
— It’s a very New York, Brooklyn-y vibe.
后来发生了一件事 让这种形象传播到世界各地
And then something happens that allows this look to spread around the world.
硅谷突然成为文化生活的巨大力量
— Silicon Valley suddenly becomes a huge force in cultural life.
视觉社交媒体成为我们日常生活的重要组成部分
Visual social media becomes amajor part of our day-to-day lives.
我想Instagram好像是第一个
Instagram I think was the first major social media platform
几乎只关注图像的主要社交媒体平台
to focus almost solely on images,
所以它创造了实时拍摄和共享照片的网络文化
and so it kind of created this internet culture of taking and sharing photos in real time.
我来到这里是因为博主在巴黎时发了一些照片
— I came here because the blogger posted some photos when she was in Paris
我真的很喜欢这家咖啡馆的氛围
and I really like the vibes of the coffee shop.
所以它产生了这种共同的渴望
— And so it creates this homogenized aspiration.
每个人都渴望同时拥有同样的奢华象征
Everyone aspires for the same symbols of luxury at the same time.
当布鲁克林的形象在社交媒体上传播时
As that Brooklyn look proliferates across social media
人们会仔细研究 找出最值得上传到Ins上的元素
it gets refined down to its most Instagram-able elements;
也就是怀旧 简单 奢华和极简主义
a nostalgic stripped back luxury minimalism.
数字空间真的很适合上传极简主义的内容
— Those digital spaces are really amenable to the minimalist aesthetic
因为不管怎么说 网络是空白的
because the web is kind of empty and blank anyway and
你要的是这种非常整洁
you want these like super clean images
里面只有几个东西的照片
that only have a few objects in them
因为它们在屏幕上更清晰
because they’re more legible on a screen.
就这样 奢华极简主义风兴起了
That’s when you start to see the rise of the luxury minimalists vibe.
也因为这样世界各地的咖啡店变得一样了
That’s how coffee shops around the world came to look the same.
但是如果你问凯尔 这只是开始
But if you ask Kyle this is just the beginning.
因为不仅仅是世界各地的咖啡馆开始看起来一样
Because it isn’t just coffee shops around the world that are starting to look the same.
社交媒体也改变了整个社区
Social media has changed whole neighborhoods too.
科技和社交媒体正在改造现实世界
— Technology and social media is shaping the physical world.
在有这种咖啡店的地方
In places with these kinds of coffee shops,
都会有迷你“布鲁克林”冒出来
mini”Brooklyns” are popping up.
班德拉也被称为孟买的布鲁克林
— Bandra is also called the”Brooklyn of Mumbai”.
布鲁克林极简主义咖啡馆的外观
The minimalist Brooklyn coffee shop look
可能不会是世界上最后一个设计趋势
probably won’t be the last global design trend.
世界各地可能开始变得越来越相似
And places around the world might start to look more and more the same.
嘿伙计们 你看过的最像Ins般美丽 最疯狂的地方在哪里呢?
Hey guys where’s the craziest places you see this Instagram aesthetic
请在评论区中告诉我们
Let us know in the comments.
订阅《石英科技》频道 得到更多这样的视频
And subscribe to the Quartz channel for more vedios like this one

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视频概述

布鲁克林文化在科学与社会的发展下,形成一种趋势,全世界的咖啡馆变得越来越相似

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https://www.youtube.com/watch?v=blb-nVfOFwM

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