The SMOG FREE PROJECT is a long term campaign for clean air in which Daan Roosegaarde and his team of experts have created the world's first smog vacuum cleaner. The 7-meter tall SMOG FREE TOWER uses patented positive ionisation technology to produce smog free air in public spaces and allows people to breathe and experience clean air for free. Creating a tangible souvenir, Roosegaarde designed the SMOG FREE RING, which is comprised of compressed smog particles. Roosegaarde has been inspired by nature's gifts, such light emitting fireflies and jellyfish, from an early age. His fascination for nature and technology is reflected in his iconic works such as WATERLICHT (a virtual flood which shows the force of water), and SMART HIGHWAY (roads that charge throughout the day and glow at night). “A lot of the problems we’re facing—rising sea levels, air pollution—are, to me, an issue of bad design,” Roosegaarde tells Fortune in an interview. “We have created this current situation, now we have to design our way out of it.” To Roosegaarde, design is about setting goals for our future and creating standards to achieve that vision. The Dutch artist and entrepreneur has a name for it: ‘schoonheid’ meaning beautiful and clean. This concept takes shape in new social core values like clean air, clean water, and clean energy.