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Soft Power

Soft focus

— Berlin


If you’re Germany, you have no option but to assert yourself globally with a softly, softly approach. Since the fall of the Wall, Germany’s foreign office has become master of gently promoting ‘Brand Germany’, with Berlin as the jewel in its decidely understated crown.

Diplomacy, Federal Foreign Office, Hans Kollhoff, Werderscher Markt 1

When you enter Germany’s massive Federal Foreign Office at Werderscher Markt 1 in Berlin you have a unique rendezvous with history. More than any other building in the city it has witnessed the past 75 years of politics and history, from the darkness of the Nazi era to the country’s new role in international affairs as a broker of soft power.

This latest layer of history is reflected in the ministry’s 1999 extension with its tall glass façade that seems to invite you in to have a latte in the coffee shop, look at one of the exhibitions about Ger…


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