The world nuclear industry wants to give power plants a futuristic makeover, in the hope it will promote greater public acceptance.
Industry leaders and specialists from around the world met in London on Thursday for the 35th annual symposium of the World Nuclear Association (WNA).
WNA director-general John Ritch said it was time to move away from stereotypical image of power plants of the past.
"Many plants look little-more inspiring than a 100-year-old flour mill. We can and should do better," Ritch told the symposium.
"We do believe there is an opportunity, not yet exploited, for fresh thinking to create a new aesthetic, equal to the excellence of our technology.
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"We aim to stimulate artists, architects and designers to think anew on this challenge."
Ritch announced the inaugural WNA Design Showcase, seeking designs for a 1000 MWe reactor with one cooling tower that is both attractive and practical in engineering and cost terms.
He said the designs should associate the industry with "a futuristic vision of urban life" and better convey the social and environmental benefits of nuclear technology.
"We already have the underlying virtues on our side. Where we can benefit now is by presenting that reality in more graphically pleasing forms," Ritch said.
"Any such innovation would of course incur costs, but we should be open to the possibility that in enhancing the appearance of nuclear power plants, the cost-benefit ratio might just prove favourable.
"That a relatively small investment in appearance could yield a major transformation in perception, helping to turn public scepticism into psychological acceptance."
Entries are open until December 1, and will be judged by a panel led by WNA honorary board members Hans Blix and Zack Pate.
Among the delegates at the symposium was Ziggy Switkowski, director of the Australian Nuclear Science and Technology Organisation (ANSTO).
Both Labor and the Liberalshave ruled out nuclear power for Australia for now.
Ritch admitted a facelift was just one step in changing public mistrust of nuclear power.
"The nuclear industry may always face a measure of public concern simply because its technology involves powerful, mysterious and unseen forces," Ritch said.
"But what the industry can certainly control is what the public does see."
