Guinness World Records has appointed Savills in a bid to launch its first competitive socialising site, Guinness World Records VS London.
The agent is on the hunt for sites of 25,000 to 30,000 sq ft across central London for Guinness World Records.
As well as competing to break official world records, the new concept will offer visitors a range of food, beverage and retail options, primarily targeting families with children aged 7-14 years old.
The move into competitive socialising marks the latest diversification of the GWR business, having added TV production and business consultancy to its publishing arm, as it continues its evolution from publisher to global media and entertainment brand.
Competitive socialising has grown significantly over the past five years. According to Savills research, there has been a 455% uptick in “combo” attractions since 2019.
Savills also estimates that, given recent growth and current operator demand for sites, in the next five years there are likely to be a further 250 competitive socialising locations across the UK, in a range of size formats. This is equivalent to a further 30% of units and bringing the count close to more than 800 sites.
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 are 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 at GWR Entertainment, added: “Guinness World Records has been producing and delivering live record-breaking experiences for over a decade, and we are excited to be establishing our first permanent entertainment destination in the UK.
“We have taken everything attendees have told us they love about attempting records at 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.”
Images from Guinness World Records
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