Nikolas Sargeant
This week World opened a flagship location at 48 Oxford Street, marking its sixth permanent location globally after San Francisco, Rome, Lisbon, Munich, and Seoul.
Located on one of the world's busiest shopping streets, the new space allows visitors to learn about proof of human technology and verify themselves through World's Orb device. The opening builds on World's UK expansion, which began in 2025 with the arrival of the first Orbs in London.
The flagship is designed as an interactive experience where visitors can see how proof of human works in practice. Using an Orb, people can verify they are a unique human in seconds without sharing personal information. The images captured during verification are processed on the device and are not stored, while the resulting credential remains on the user's phone.
The launch comes as concerns over AI-generated content and online bots continue to grow. A recent UK survey found that 79% of adults believe proving someone is a real person online is becoming more important as artificial intelligence advances.
World's proof of human technology is already being integrated into consumer platforms, including Tinder in select markets through a partnership with Match Group. It is also expanding into industries such as finance, gaming, and live entertainment, where automated bots increasingly affect user experiences.
One of the latest applications is Concert Kit, a tool designed to help artists reserve tickets for verified humans instead of ticket-buying bots. The technology aims to give genuine fans a better chance of purchasing tickets for concerts and live events.
With more than 18 million verified users worldwide, World continues to expand its network of verification locations. The new London flagship is now open at 48 Oxford Street.
