Architecture and money for a “circular” life

Shift Landmark is an ambitious €240 million project designed to make circular living—that is, a lifestyle focused on reducing waste—something that people, companies, and organizations can truly feel, experience, and put into practice. The first Landmark is planned in the Netherlands, in Rotterdam, in the Waterkant area: a new waterfront district in the southern part of the city that aims to become one of the most innovative urban neighborhoods in Europe. This project will be the first in a network of iconic destinations across the six continents, designed to accelerate the transition toward a better future.
With a planned area of between 25,000 and 30,000 m², Shift Landmark will include a 10,000 m² immersive experience, a hotel, a conference and meeting center, and a sustainable food and dining area.
“People do not change simply because they are told to do so; they change when they feel that life can be better. The Landmark is designed to create that moment, highlighting true pioneers of circularity and sustainability,” explains Don Ritzen, founder and CEO of Shift.
“Shift aims to transform climate ambition into something people can experience firsthand. By combining art, architecture, innovation, and education, this Landmark is designed to make a circular future visible and attractive, offering millions of people a clear path from inspiration to action”.
The Shift International Architecture Competition, launched in January 2025, is supervised by the New York–based agency DVDL. Around 1,500 architects in 50 countries downloaded the call for proposals, and 80 teams submitted designs. “Here are the five finalist projects,” the company’s press release announces: Ecosistema Urbano — A Living Landmark: a regenerative ecosystem and evolving social organism that promotes biodiversity and collective life. Heatherwick Studio — Urban Reef: a building for Rotterdam shaped by layers of activity that evoke an ecosystem inspired by coral reefs, bringing people together, raising climate awareness, and inspiring lighter lifestyles. Mecanoo — The House of Shift: an icon centered on creative reuse, carbon storage, energy neutrality, and a joyful, exploratory approach. MVRDV — Rotterdam Rocks!: a collection of living, porous rocks imagining Rotterdam’s new iconic destination through ecology and experience. Office for Political Innovation — Planetary Landmark for the Climate Age: an operational section in a transforming world, where climate is collectively perceived and transformed".
The winning project will be announced in spring 2026. The selected team will then begin a participatory process that will include contributions from local communities.