The brand known for hosting record-breaking challenges has its global HQ in London's Hanover Square. It houses more than 70 members of staff, including the global records management team, who ensure record-breaking continuity all over the globe.
Paul O'Neill, vice-president of creative at Guinness World Records, has worked at the company for more than five years and helps to create, design and produce record-breaking experiences for consumers, business partners and agencies at the London office. To date, the brand's live events have attracted an audience of more than one million and turned record breaking into field marketing and experiential events.
O'Neill says that while Guinness World Records does not have official event spaces to hire out in its office - it has only a few meeting spaces - the HQ does act as a blank canvas for the brand's own events for up to 40 delegates.
"There is not much excess space, but we like to get across the idea that our offices can be the fun factory for an event,"
he explains. "When we start to design our brand experiences, we 'turn up the volume'. Record breakers might turn up to Euston Tube station nearby and travel to our offices on the world's fastest sofa."
For the brand, it's all about the theatre of Guinness World Records. "We have a character who will spin 'the wheel of records' for guests to get involved in, and we will display record-breaking artefacts around the venue to bring everything to life," says O'Neill. "We can create a theatrical environment - something immersive, a conversation starter - so that consumers can live and breathe the brand."
As for what's in the pipeline, O'Neill says Guinness World Records will host competition winners at its HQ as part of commercial partnerships, as well as team-building experiences where people can be an adjudicator for the day.
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