ENKA TC Case Study

ENKA TC, a company specialising in the development and construction of shopping centres in Russia, invited Guinness World Records to be part of the opening celebration of Kuntsevo Plaza in Moscow. Kuntsevo Plaza is situated within central Moscow and is described as ‘the new live, work, play shopping experience to deliver a modern community destination rooted in art, nature and urban connectivity’.

ENKA TC challenged Guinness World Records to find a project that would attract, entertain and engage their visitors, whilst also showcasing the design of the building, encouraging visitors to come back or stay longer over the course of the opening weekend and beyond.

Guinness World Records put together a bespoke Guinness World Records Live! event. It was designed to capture the attention of the world’s media and to attract new visitors to the shopping centre.

The Guinness World Records Live! event was divided into six live record-breaking stations, carefully positioned close to the architectural features of the centre. Visitors had the opportunity to break six Guinness World Records titles during the weekend and if they visited every station they would be entered into a prize draw for a Mercedes Benz car. For every card completed the visitors also received a Kuntsevo Plaza t-shirt.

The six records carefully chosen to reflect Russian culture and the shopping centre’s design were: Fastest time to reassemble Russian nesting dolls blindfolded; Fastest time to arrange a Giant Chess set; Most football passes in one minute by a pair; Most chair rotations in 30 seconds; Most golf balls putted indoors in one minute and Most aerobics step ups in one minute.

As well as live record-breaking, Guinness World Records brought with them three iconic record holders including Sultan Kosen, Tallest man in the world; Jyoti Amge, Shortest woman and football freestyler John Farnworth. Having them at the opening created a sense of prestige and uniqueness for the visitors ensured worldwide coverage of Kuntsevo Plaza’s opening weekend.

The successful event which ran from 12pm till 7pm on both Saturday and Sunday was packed out with crowds of people that came to participate in the record attempts or to get a glimpse of the Tallest man and Shortest woman.

By hosting a Guinness World Records Live! event, Kuntsevo Plaza not only gave the opportunity to meet some of the most extraordinary people in the world, but it also created awareness that received widespread coverage from the international and national press during its launch period.