Case Study: Tokyo Midtown
Every May, Tokyo Midtown - the largest green space in metropolitan Tokyo - hosts its Golden Week holiday celebration. Bringing family entertainment to the festival is Guinness World Records, with a record-breaking fair offering immersive interaction and record challenges for all ages. Now in its third year, Tokyo Midtown's Guinness World Records Park has been enjoyed by more than 2 million people and over 70 new world records have been achieved.
Business Challenge
Mitsui Fudosan is one of Japan's largest real estate developers and retail managers, one of its premier sites is Tokyo Midtown.
The Tokyo Midtown development comprises a high-rise offices, a luxurious mall, modern art museum and a green park crafted by award-winning architects and designers.
Every May, Tokyo Midtown - the largest green space in the metropolitan Tokyo area - hosts its annual Golden Week holiday celebration and needed a headline act to draw people to the event.
Guinness World Records was tasked with bringing the Tokyo Midtown space to life, creating an event where people could experience the environmental aspects and rich green space, as well as have fun.
Guinness World Records Solution
As this was a family festival challenges needed to have broad appeal, so Guinness World Records devised a cross-section which guaranteed immersive interactions for all ages.
The 10 brand-new records developed by Guinness World Records fitted the Tokyo Midtown brief perfectly.
Each record was specifically designed to attract media attention, to be environmentally friendly and to put people in touch with - and on - the park's grassy areas.
Record Breaking Results
The six-day Guinness World Records event welcomed more than ½ million people.
Across the 10 new record categories a total of 52 new Guinness World Records titles were achieved, with record breakers varying from just nine years old though to 62.
Mitsui Fudosan, the owners of Tokyo Midtown, gave their visitors a fun-filled and memorable afternoon with records inspired by the space and the 'natural' values of being in a green park.