Greenspan Projects Ltd, a creative design and build specialist, has been appointed to design and build one of the core attractions for Guinness World Records' first permanent entertainment venue, Guinness World Records: London, which is set to launch at The O2 in late 2026.
The 25,000-square-foot family entertainment centre (FEC) will include 50+ official Guinness World Records challenges in six themed zones, as well as interactive exhibits, themed food and drink, and retail.
Greenspan has been selected by Guinness World Records (GWR) to deliver four of the six challenge zones. It will create the automated platforms and equipment that allow visitors to attempt official world records.
First-of-its-kind technology
As an end-to-end delivery partner, Greenspan's scope includes the design, prototyping, manufacturing, integration, testing, and installation of the challenge stations. Based on GWR’s original concepts, its functional, guest-ready systems will represent a first for the FEC space.
A key aspect of the project is Greenspan's development of custom recording technology tailored to GWR’s specific operational requirements. This system delivers an intuitive, automated experience that enables visitors to try the challenges with minimal staff support.
Each challenge station offers a practice attempt before the official record attempt, with cameras that capture and replay the record attempt and integrated screens, lighting, and signage to guide and engage players.
This approach builds on principles demonstrated by Greenspan's Puttify platform. These tech-enhanced mini golf experiences are renowned for their user-friendly interfaces and replayability.
'We will partner only with the very best'
In 2024, Guinness World Records assessed possible partners and visited Greenspan to see Puttify in action. The company's artisanship, product range, and collaborative approach, together with the immediate understanding of how to interact with the system, were deciding factors in the partnership.
Greenspan has worked closely with accessibility experts throughout the design and development process to ensure the challenge stations accommodate a broader range of abilities and age groups.
Paul O’Neill, vice president, entertainment at Guinness World Records, says: "Guinness World Records: London won’t just celebrate record-breaking. Every visitor will be able to step up, take part, and potentially become a record breaker themselves.
"To deliver an experience worthy of that ambition and to bring our brand to life in the most exciting and authentic way, we will partner only with the very best.
"Greenspan Projects exemplifies that standard through their creativity, innovation, and cutting-edge capabilities."
Slated to open at The O2 in late 2026, Guinness World Records: London will bring competitive socialising and the thrill of official record-breaking to one of the most iconic entertainment destinations in the city.
Greenspan has a proven track record in custom, tech-driven attractions for FECs, including a fully bespoke, tech-enhanced mini golf experience at Albatross Entertainment in New Jersey and the retrofit of its DigiScoring technology on an existing mini golf course in Maine.
The company also delivered the complete concept, design, delivery, and branding for Shooters, a competitive socialising venue that recently opened in Johannesburg, South Africa.
Recently, Greenspan highlighted how its imaginative approach to mini-golf and adventure golf is driving rapid international growth.
Jade Craig
