Dutch Startup Shift Plans $250 Million Global Climate Landmark
Netherlands, Wednesday, 15 January 2025.
Shift intends to inspire climate action by constructing a monumental landmark in the Netherlands, with plans to replicate it globally, beginning with an international architecture competition.
Ambitious Vision for Climate Action
Dutch tech entrepreneur Don Ritzen, through his social enterprise Shift, has unveiled plans for a groundbreaking climate action monument with an estimated cost of $250 million [1]. The project aims to attract one million annual visitors to what the company describes as a ‘New World Wonder’ [1]. The landmark’s primary mission is to serve as a catalyst for climate action awareness and behavioral change, featuring immersive experiences and sustainability education programs [1].
International Design Competition
To bring this vision to life, Shift has launched an international architecture competition with a substantial prize pool of €250,000 [1]. The competition will be judged by notable figures including Ben van Berkel, founder of UNStudio, and Géke Roelink, director of Amsterdam’s NEMO Science Museum [1]. The winning design team will be announced in November 2025 [1], with the project emphasizing the creation of a space that combines architectural innovation with educational purpose.
Sustainable Business Model
The project’s financial structure reflects its commitment to social impact, with 95% ownership held by Stichting Shift World foundation and the remaining 5% by impact investors [1]. Revenue will primarily come from ticket sales, with entry fees starting at €20 per person [1]. The initiative also offers a unique opportunity for local involvement, as residents of the chosen municipality will have the option to become co-owners of the landmark [1].
Global Expansion Plans
While the initial monument will be constructed in the Netherlands, with discussions already underway with several municipalities [1], Shift’s ambition extends far beyond Dutch borders. The company envisions replicating this landmark on every continent [1], creating a global network of climate action centers. This expansion plan builds on Ritzen’s proven track record, who previously co-founded Rockstart, a successful startup incubator that has helped over 350 early-stage companies achieve a collective worth of €1.7 billion [1].