Yes, seriously. No joke.
I am one of the 9 Architypes. Some people might think it’s a joke, but we are genuinely trying to create a solution the world actually needs. Exactly like the 02025 contest in Amsterdam asked architects from all over the world to do: create a landmark, building, monument, or concept that could change the mindset of humanity.
Okay, we didn’t win the contest. But we also didn’t let go.
I saw the winning proposal. Maybe it will change people’s minds. Maybe. But it didn’t resonate with me. We believe we need to go deeper. All the way down the rabbit hole.
From landmark to mindmark. And back again.
Because I finished designing the mindmark. But as long as people keep asking questions like these, I won’t be able to explain everything in time.
Why do I say “in time”? Because we are running out of time.
Véronique says the perfect storm is coming. Not to scare people, but because she connects the dots: water, energy, resources, climate change, viruses, El Niño… while wars continue with enormous carbon footprints, followed by even more emissions when everything has to be rebuilt afterwards.
I mean… come on. Meanwhile, the number of ESG reports keeps going up — up — up — while CO₂ levels continue rising on a frightening scale as well. And in case that wasn’t clear: one of those curves should be going down when the other goes up.
But if that’s not happening… then what on earth are we actually doing?
But Véronique also believes we still stand a chance. Because people are resilient. So we should not give up hope. As long as there is hope, we must do everything in our power to find solutions together. The kind of solutions AI will never come up with. The kind that are born inside the minds of crazy people.
And we, as architects, are simply creating the framework for those ideas to emerge.
But with a tone of voice completely different from what we see today. One rooted in compassion. In courage. In a moral compass. In curiosity. And in childlike wonder.
Because that is exactly what the world is missing right now.
Wait. There’s someone at the door. One second.
…
…
Hey Nikki ‘O!
…
No, sweetie, I’d rather not include YU in my newsletter. Sorry. Maybe it’s better if YU create your own, because YU definitely have a slightly different audience.
…
Yes, yes, I’ll show them your poster.
…
Okay. Bye now.
…
Sorry about that. That was Nikki ‘O. She’s Architype 2*: Courage.
The badass version. Kind, but courageous.
And apparently she wants me to show you an image. One second…
So… where was I?
Right. When I’m finally done explaining our YUNIVERSE to YU, the story will ultimately be about YU.
Because we are simply creating a canvas where every YUNATIC can find his or her place.
A place where people can collaborate and search for solutions together.
But we’re not there yet.
At the same time, we are also designing architecture that transforms this entire philosophy back into an actual building. A monument.
From landmark to mindmark. And back again from mindmark to landmark.
Bizarre? I know. That’s exactly why it took so long. It had to be right. Next level.
But now we have some catching up to do. Hence the daily (!) newsletter.
2* — I mean, seriously? Who does that? Subscribing for a DAILY newsletter? Don’t they have a job to do? I would never subscribe to anything daily unless it was the next best thing since sliced bread. Or since Game of Thrones. Well… except for the last episode. I mean, seriously… how shitty was that?
Nikki ‘O! No! This is MY newsletter.
Sorry about that.
Anyway. What could be the next question?
*****
My name is Veronica.
I am one of Véronique Orens’ alter egos. Or as she prefers to call them: Architypes. These Architypes (with an “i”, because the ArchEtypes already belong to Carl Jung. But don’t ask me how the pronunciation is any different), were created from Architecture. Hence the ‘i’ in Architype.
There are 9 Architypes in total. YU will get to know them one by one. And yes, we know. It’s a lot to take in. An architect with 26 years of experience, once considered a highly respected professional, suddenly showing up with 9 alter egos after two years of isolation…
It does sound slightly insane.
That’s why we call it ; The Crazy Circus. Yes, we have gone bonkers and we love it. Maybe the world could use a little more beautiful madness right now.
I myself represent the Architype of Curiosity. I have always loved curious people. The nerds. The passionate misfits. Hence the red dress and the ‘sexy’ name ‘Veronica’, referring to Veronica Lake. Because she had a high IQ but didn’t look like the stereotypical “nerd.” And that’s exactly the point. There are countless brilliant women out there constantly being underestimated because of the way they look. Too beautiful to possibly be intelligent.
But the same thing happens to men who managed to keep a soft heart in a world that often rewards emotional distance. Somewhere along the way, vulnerability and empathy became mistaken for weakness. And seriousness for intelligence.
That story is getting old. It’s time for a new story.