Impact investor Don Ritzen picks Rotterdam for €240m ‘new world wonder’ to spark climate action

Dutch entrepreneur Don Ritzen is taking on one of Europe’s boldest architecture projects. His startup, Shift, has confirmed Rotterdam’s Waterkant neighbourhood as the site for a €240m “world wonder” designed to drive action on climate change. The landmark is expected to welcome up to 1 million visitors annually once open, scheduled for 2031.

Ritzen, co-founder of the startup accelerator Rockstart, has spent years building companies and ecosystems that scale. Now he’s applying the same founder-first approach to Shift – which aims to be a massive, immersive space showcasing climate heroes, green initiatives, and sustainability-focused art.

“Civilisations before us erected monuments to gods or industrial might,” Ritzen told Impact Loop. “Our generation needs a vision just as daring – something that compels people to act on the climate crisis.”

Shift launched an international architecture competition earlier this year to decide on the winning design for the landmark. It has drawn teams from 50 countries, narrowing to five finalists including MVRDV, Heatherwick Studio, and Ecosistema Urbano.

A winner will be announced in March 2026 in front of a crowd of 300 people, including local public and private stakeholders, impact investors, and institutional investors. That will allow Shift time and money to move from competition to construction.

For Ritzen, the project isn’t just about architecture. It’s about sparking a social tipping point. He wants Shift to make sustainable behaviour the norm, not the exception.

“We want this to be a place that inspires awe, but more importantly, one that empowers people to change their behaviour for the long term,” he said.