Lidl’s PARKSIDE brand has achieved a new Guinness World Record by using its cordless drill to launch the London Eye, a significant engineering feat that attracted global attention. The event, known as “THE ROTATION,” involved a special edition PARKSIDE PERFORMANCE 20V cordless drill, which boasts a maximum torque of 60 Newton meters. This drill was instrumental in powering the 135-meter-high Ferris wheel, which weighs 2,100 tons.
The technical execution of this venture was made possible through a collaboration with the Technical University of Darmstadt. The university’s calculations provided the scientific foundation for a specialized system incorporating a hydraulic cable winch. This system allowed the drill to drive a hydraulic pump, creating the necessary pressure to move the wheel. The existing hydraulic system of the London Eye was set to a neutral mode to prevent braking, and a hydraulic winch was used to apply a force of up to 20 tons, compensating for additional loads such as wind.
The event was witnessed by 45 content creators from 31 countries, underscoring the global interest in this unique achievement. Robin Ruschke, Head of Marketing and Senior Vice President of Lidl Stiftung & Co. KG, highlighted the event as a testament to the strength and innovation of the PARKSIDE brand. He emphasized that the brand’s commitment to offering high-quality products at a competitive price is deeply embedded in its identity.
The PARKSIDE PERFORMANCE 20V cordless drill used in the event is a special edition model, featuring a compact design with an optimized transmission, a brushless motor, and a high-quality RÖHM drill chuck. It also comes with Arnold Schwarzenegger’s signature and is packaged in a high-quality aluminum case, along with a 2Ah battery and a 2.4A charger. This model will be available for reservation starting September 3rd through the Lidl Plus application.
This achievement follows PARKSIDE’s previous record-setting event in 2025, where a 12V cordless drill pulled an Airbus A380, the world’s largest passenger plane. The success of “THE ROTATION” not only sets a new benchmark for the brand but also showcases the potential of PARKSIDE products in innovative and high-profile applications.
The Guinness World Records organization was present to verify the record, alongside the team from the Technical University of Darmstadt. The event not only highlights the engineering capabilities of the PARKSIDE drill but also serves as a strategic marketing move for Lidl, drawing significant attention to the brand’s DIY product line.
Overall, the successful launch of the London Eye using a PARKSIDE drill represents a remarkable intersection of engineering innovation and marketing strategy, further solidifying PARKSIDE’s reputation in the global market for DIY enthusiasts.
