Guinness World Records will next month open its first permanent entertainment venue, at London’s The O2.

The new 25,000 square-foot attraction, positioned on the lower level, will combine competitive socialising with the thrill of record breaking – giving visitors the chance to attempt more than 50 official Guinness World Record titles across six challenge areas.

Visitors will also be able to explore the world of record achievements, enjoy themed food and drink and shop for souvenirs.

The move into competitive socialising marks the latest diversification of the Guinness World Records business as it evolves from publisher to global media and entertainment brand.

Alistair Wood, executive vice president real estate and development at The O2’s owner AEG Europe, said:

“We are delighted to be the location of choice for Guinness World Records’ first permanent UK venue. The O2 has played a leading role in the emergence of competitive socialising nationally, and this new concept elevates our offer to another level.”

Paul O’Neill, vice president of entertainment at Guinness World Records, added:

“Guinness World Records: London doesn’t just celebrate record breaking, it gives every visitor the unique chance to step up, take part and potentially become a world record breaker themselves.”

The O2’s leisure performance saw sales up 23% in the year to date (January to October) compared to the same period in 2024. LM acted on behalf of The O2 and Savills acted for Guinness World Records.