Guinness World Records appoints agents as it eyes competitive socialising debut
Guinness World Records has appointed Savills to help support its ambition to open a debut competitive socialising venue in London.
The real estate adviser has been instructed to find suitable locations in Central London spanning between 25,000 and 35,000 sq ft.
The new concept – which will be called Guinness World Records VS London – will allow customers to compete in attempts to break official world record titles, and will also offer visitors a range of food and beverage and retail options, primarily targeting families with children aged between seven and 14 years old.
This move marks the latest diversification of Guinness World Records’ business, with the group having added TV production and business consultancy to its publisher arm.
Jessica Hill, surveyor in UK restaurants and leisure at Savills, said: “As consumer demand for unique, immersive experiences continues to rise, it’s no surprise this brand has seized the opportunity to expand in this market. Guinness World Records is a household name with a huge following across social media and entertainment platforms, putting them in an excellent position for success. We’re focused on finding the ideal London location that not only captures high footfall, but also taps into the city’s status as a world-class destination.”
Paul O’Neill, vice president of Guinness World Records Entertainment, added: “Guinness World Records has been producing and delivering live record-breaking experiences for over a decade, and we’re excited to be establishing our first permanent entertainment destination in the UK. We’ve taken everything attendees have told us they love about attempting records and our live events and weaved it all into an Officially Amazing Guinness World Records experience. From record-breaking challenges, to team records, to unexpected record facts, to themed food and beverage menus, this will feel like you have stepped into the pages of our book with the added magic of potentially leaving as an official world record holder.”