The fastest lift in the world is set to be constructed in China, installed by Hitachi into a skyscraper in southern China.
Capable of reaching speeds of 45mph, the lift will take just 43 seconds to go from the first to the 95th floor of the Guangzhou CTF building, scheduled to be completed in 2016.
The current fastest lift in the world operates in Taipei, Taiwan, moving at speeds of 37mph. It propels passengers from the fifth to the 89th floor in 37 seconds, travelling at 1,010m per minute. Comparatively, the lifts in the Shard, the tallest building in Western Europe, move at 360m per minute.
Despite the blistering pace of the lift, Hitachi has promised that the ride will be a comfortable one, preventing discomfort by artificially altering air pressure in the car as it travels.
Protecting passengers from pain is the biggest challenge for high-speed lifts, Dr. Dina Barney told the BBC:
"When you're travelling that distance, you're going to get pressures on your ears changing. That's probably the most significant problem with high-speed travel in buildings - people suffer some pain."
Hitachi has said that guiding rollers will adapt to the warping causing by wind pressure, making sure the ride will be smooth. There will be two ultra-speed lifts in the building, along with 93 standard varieties.