Ever wonder what George Clooney and gentrification have in common? They both love Berlin. 

Today we talk to the man behind Berlin’s personal branding, Burkhard Kieker, CEO of Visit Berlin, the city’s very own cultural sector marketing agency. He tells us all about Berlin’s history, how it’s grown to allow it’s citizens the freedom to chose and develop their own lifestyles. But Berlin has its own challenges, from the debate surrounding over-tourism to gentrification. But despite all that, from booming start-ups to a thriving art scene and much more, Berlin surely has branded itself as the place to be.

After all, despite WWII, contrasting ideologies and a 140 kilometre wall, the internet search word most associated with Berlin remains the same: freedom.