World of TUI does a world of good on the way travel goes nowadays – Grand Opening of the new avantgarde flagship store in the heart of metropolitan Berlin

World of TUI, Berlin, 2011. © TUI

Berlin, Germany (Weltexpress). Bypassers have been stretching their necks in the last weeks to get a glimpse of Germany’s if not the worlds most modern booking destination of the travel trade taking shape. Now, lots of giraffes along a giant LED-screen are up to that, while the travel conoisseur can lounge or sit at the bar or take a seat, and an i-pad, and very pleasantly go on a safari along the trails of the World of TUI. Of course catalogues do still exist and are on display here ready to be browsed through, but the sophisticated and hip traveller will find all those items he needs to make up a decision where and when to go (and can rest assured that she or he gets lots of personal advice on top of it).

The flagship store near Gendarmenmarkt could also serve as a model, as at least some ideas would fit in well in a normal travel agency. Like for instance the TUI Touchtable. Here, you can place your forefinger to reach out for your favourite spot on the globe, and get in contact with loads of information, including access to let us say Facebook. A travel network, social media platforms combined with the TUI internet blog and tourist pics, as Beate Arnold, head of the store, explains – and she could well be proud of the tools she and her team work with here.

The new World of TUI was designed by NEST one (we from Weltexpress already admired their work when at Berlinale), and this Hamburg based agency „creating spaces, atmospheres and moments“ also did a great job here in the very heart of the capital. For this is not only a travel agency to book your summer holiday or a trip round the world, it’s an event location as well, with cookery courses, experts giving their views on travel topics, yes, even underwater photography is on show (in March) – true enough, for that the place will not be flooded.

Look and feel, freedom within a framework – the idea will catch on, so plans for Moscow are already up the pipeline. The world of TUI is certainly growing. The flagship store is the No. 1 of more than 1000 travel agencies TUI Leisure Travel (TLT) comprises of in Germany alone. With agencies made up on the lines like this one, TUI hopes to widely increase their numbers of customers that up to now plug in or use their laptop, but rarely pay a call to a travel agency. And, as one could see the day after the grand opening, it’s already starting to work.


World of TUI, Markgrafenstraße 46, 10117 Berlin,

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