"Our goal is absolutely to democratize knowledge," says Denny Luan. "Modern science has such a rush for fast results - publish or perish, output over process. We'd like to show the greater public that science does not have to be locked up behind monasterial walls. We'd like to change the way science is shared - in an engaging, deliberately beautiful way. Real-time, open-access and with great design."
Luan is co-founder of what, until this morning, was known as "Microryza" - the site has been renamed "Experiment" as part of a revamped branding strategy - a potentially revolutionary crowdfunding platform that is looking to do for science what Kickstarter has done for the entertainment industry.