By Noah Kirsch | Forbes
Built like The Rock—but with an accent forged on Staten Island—Marc Lore fills nearly every pixel of his Zoom screen as he unpacks a $10 billion moonshot: a “city of the future” that would one day house 5 million people in the Nevada desert. Or maybe in Texas, Arizona, or somewhere in Appalachia. We’ll see.
It will be “the most sustainable city in America,” says Lore. All garbage will be stored underground, only autonomous vehicles will be permitted on the roads, and electric jets will rule the skies. Perhaps most important, the land will be owned by a private foundation; revenue from leases on commercial and residential projects will be funneled into social services.
“One of the primary motivators here to do this was… testing a new model for society,” says Lore, 50. “What we’re calling ‘equity-ism,’ which is capitalism, reimagined.” He adds: “It won’t look like the Jetsons. It’ll look like a real city.” He envisions a cross between New York City, Tokyo and Stockholm, leveraging each location’s efficiency, diversity and environmentalism, respectively.
