British Airways is sponsoring the world’s tallest moving observation tower, currently being built on Brighton seafront.

The airline has signed a five-year deal — which includes full naming rights; it will be called the British Airways i360 — with the developers of the Brighton beach attraction, which has been conceived and designed by Marks Barfield Architects.

BA i360

Standing at 162 metres tall, the i360 will be both the world’s first vertical cable car and the most slender tower. To learn more about the structure, read this article in The Guardian.

BA said passengers flying in to London Gatwick will be able to see the attraction from the air.

Guests will be able to board the 18-metre-wide glass viewing pod at ground level and take a flight 138 meters high, where there are 360-degree panoramic views of Brighton and the Sussex coastline.

Lynne Embleton, BA’s director of strategy and managing director for Gatwick, said: “Our pilots enjoy spectacular views of the Sussex coastline as they fly in and out of Gatwick and now Brighton visitors and residents will also be able to from this fantastic new landmark.

“We fly to 67 destinations across the globe from Gatwick, and employ more than 2,500 staff in Sussex, so putting our name to the i360 and helping to promote even more tourism to the area made perfect sense.”

BA i360

BA i360

The tower will also include a sky bar and a 400-cover brasserie serving food from “Sussex’s larder” with signature dishes from MasterChef: The Professionals Winner Steven Edwards.

The beach building will also include hospitality rooms for ten to 1,000 people, an exhibition, a gift shop and an indoor kids play zone.

Eleanor Harris, chief executive of the British Airways i360, added: “We are delighted to have such a prestigious British and global brand sponsoring our ground breaking attraction.

“British Airways and i360 share a similar market regionally in the south-east and a comparable international reach. We also share a proud history of engineering and design excellence.”

A ride on British Airways i360 will take 20 minutes (30 minutes in the evening) and will cost £15 for adults, £7.50 for four to 16-year-olds. Infants can ride for free.

Tom Otley