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4 things Muze loved about TOA Berlin

There are 3 things we are obsessed with in life; UX, Berlin and meeting new people!

So when TOA Berlin came around this year we were like kids with candy, excitedly packing our winter hats and running across the tarmac with our budget airline tickets.

Muze at TOA Berlin

TOA (Tech Open Air) takes a classic conference and turns it into a tech-infused festival blended with art, beer, nature, music and most importantly Berlin.

Muze TOA Berlin

The former Mayor of Berlin, Klaus,  once said “Berlin ist arm, aber sexy” – Berlin is poor, but sexy. It’s the grounded, earthiness of Berlin combined with an incredible startup culture that makes it so attractive, much like Tel Aviv.

Here are 4 things we loved about TOA Berlin;


Hats off to the Event Designer; the layout of the conference in 2015 was pure magic and even though the conference increased in size by 300% (!) within 2 years, they managed to keep the essence of the Festival by truly thinking about the attendees experience. It’s unfortunate though, that no matter what you do, you just can’t make 20,000 people feel like a 5,000 people conference. Hopefully they find a way to bring more of the 2015 magic through to TOA 2018.


So you meet someone really interesting and you grab a beer; “gosh, perhaps I’m missing a really interesting speaker inside?” NOPE, TOA broadcasts talks from inside stages to the garden & bar outside so you don’t need to miss a thing. So. Genius.


So we’re really into User Experience, obviously, so we like to analyse how a particular experience can make a person feel; whether it be a product dashboard, an app, or an in person event. What struck us about TOA was how much attention they paid to the UX; from the location of the DJ, how the workshops were laid out right through to the speakers carefully curated talks.


Back in 2015, we had no idea about TOA Berlin but within 30 minutes of hearing about it, Eyal, Muze Co-Founder, was booking his ticket to Berlin for the next day and before he knew it, he was sitting in a garden at TOA, surrounded by 10 people he’d never met before with a beer in hand. #Berlin #TakeMeBack


Head over to Instagram to see more TOA Berlin snaps.

Ideally we would have been born in Berlin but since we’ve got the next best thing in the world, Tel Aviv 🖤, we’ll settle for the occasional visit.

Where should Muze travel to next? ✈️ Drop a suggestion in the comments below!

Eyal Talmon
Eyal Talmon Talmon

Co-Founder at Muze, UX Expert, Client side developer .

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