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London Eye The British Airways London Eye is the world's tallest observation wheel at 135m high and is located on the banks of the River Thames. It offers unrivalled views over London. It is one of the most spectacular and popular attractions in the world, drawing visitors from far and wide. Today, the British Airways London Eye has become, quite literally, the way the world sees London.Since opening at the turn of the century, the London Eye has become an iconic landmark, with a status that can be compared to Tower Bridge, Big Ben, Eros and the Tower of London. It has been used as a backdrop in countless films and for innumerable TV programmes. A source of pride for the whole UK as well as the capital, the London Eye is the most distinctive addition this century to the world's greatest city, loved by Britons and tourists alike. In fact, in its short life, it has become the most popular paid for UK visitor attraction, visited by over 3.5 million people a year (an average of 10,000 a day).  A breathtaking feat of design and engineering, passengers in the London Eye's capsules can see up to 40 kilometers in all directions, in complete comfort and safety. On the 28th of August 2003 David Blaine famously stood on one of the capsules, as it went around for a full 30 minute cycle, in preparation for his 'Above the Below' stunt. Since 1 January 2005, the Eye has been the focal point of London's New Year celebrations, with 10-minute fireworks displays taking place involving fireworks fired from the wheel itself. As of 2006, Tussauds owns 100% of the Eye, with British Airways continuing its brand association with the landmark. Tussauds, British Airways and the Marks Barfield family (the lead architects) had previously owned a third of the Eye each, with the airline also providing the original construction loans. It was announced in 2006 that the Tussaud's Group £85 Annual Pass could also be used on the London Eye. 
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