World opens London flagship on Oxford Street

World's London flagship is now open at 48 Oxford Street.

Located on one of the busiest and most recognizable shopping streets in the world, the flagship brings proof of human, a tool built to advance humans in the age of AI, to the heart of London. The opening follows World’s UK introduction in June 2025, when the first Orbs arrived in London.

Expanding the real human network

People from across the UK and around the world flock to Oxford Street, which makes it a fitting home for a network built on real people. A flagship here puts proof of human technology within easy reach of the millions who pass through central London every week.

London sits at the center of global finance, technology, and culture, and the questions World helps answer grow more pressing there by the day. As AI becomes more capable, telling real people apart from sophisticated bots online keeps getting harder. Recent research found that 79% of UK adults surveyed agree it is more important than ever to prove who is real online.

The real human experience

Inside the flagship, visitors can learn about the benefits of private proof of human and verify their humanness via an Orb, a modern camera that confirms unique, anonymous, humanness in seconds. The image taken during the verification is processed on the device itself and is never stored by World. What remains is a private credential that lives only on the individual’s phone, controlled entirely by them. World never learns a person’s name, email, or any other personal information based on this credential. The result is a credential that people can use to prove they are real online without surrendering anything about themselves across apps and digital platforms. That one check is all it takes to equip individuals with private proof of human.

A growing network

World ID already works across a growing set of familiar apps and services. Through World's collaboration with Match Group, proof of human is available in the Tinder app in select markets, helping people trust that a real person sits on the other side of a conversation. Further partnerships across finance, gaming, and ticketing answer the same need, confirming real people in the places bots have crowded them out.

The challenge of distinguishing human and synthetic interactions is felt sharply around live events throughout the UK, where many of the world's biggest music shows and festivals sell out (to bots) in seconds. Recent UK research, sponsored by Tools for Humanity, found nearly one in three fans surveyed in the UK believe bots and resellers are buying up tickets before genuine ones can. Through World's Concert Kit tool, proof of human helps ensure tickets reach real people rather than the automated bots that crowd them out.

With more than 18 million verified humans participating in the real human network, World continues to build the infrastructure for a real human network in the age of AI.

The London flagship is now open at 48 Oxford Street. To find your nearest Orb, visit world.org/find-orb.

Learn more

To stay informed about World, visit the World website or subscribe to the blog below. You can also join the daily conversation on all World social media channels, or get additional important information concerning the project by reading the World protocol whitepaper.