Shift, a social enterprise founded by Dutch tech entrepreneur Don Ritzen, has announced its ambitious plans to construct a massive landmark designed to inspire action on climate change.
Shift aims to attract 1 million annual visitors to the “New World Wonder,” which it estimates will cost up to $250mn. The startup plans to build the monument in the Netherlands, and if that’s successful, construct one on every continent.
“Civilisations before us built grand monuments to celebrate gods, momentous events or industrial progress,” Ritzen told TNW over the phone. “I truly believe that our generation needs something equally big and extraordinary to drive people to take action on climate.”
To turn its vision into reality, Shift has kicked off an international architecture competition with a total prize pool of €250,000. Architects from around the world will battle it out to create a winning design for the landmark.
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The Shift team is open to fresh ideas, but it does have a basic outline of what the World Wonder will offer. According to a brief seen by TNW, the startup envisions a striking physical structure that features “immersive experiences” that “engage all the senses.”
The landmark will serve as a hub for sustainability education, showcasing stories of “climate heroes” and providing visitors and non-visitors access to thousands of green initiatives via an accompanying digital platform.
“We want it to be space that inspires awe,” said Ritzen. “But most importantly, one that ignites hope and empowers people to change their behaviours over the long term.”
Ritzen’s vision might seem like a load of hot air, but it’s a serious proposal coming from a well-respected figure in the Dutch tech scene. Ritzen is the co-founder of Rockstart, a startup incubator that has guided over 350 early-stage companies to a collective net worth of €1.7bn.
“Shift has a financial roadmap in place and relationships with institutional investors and high-net-worth individuals to develop the design and realise the first landmark,” the company said in a statement. It also said it is in discussion with several municipalities in the Netherlands to secure a location for the structure.
Ticket sales will constitute the main revenue for the monument and its accompanying digital platform. The entry fee is expected to start at €20 per person.
Shift operates a social enterprise model, with 95% of the company owned by a foundation, Stichting Shift World. The remaining 5% is held by impact investors. Residents of the municipality in which the landmark is to be built also have the option to become co-owners.
The architecture competition will run across two stages, with the winning team set to be announced in November. Judges include Ben van Berkel, founder of internationally renowned design firm UNStudio, and Géke Roelink, director at the NEMO Science Museum in Amsterdam.
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