British Airways

Usually one picks these things up as a souvenir immediately following, or actually during, an event. But, I really wanted to be prepared; so, I bought this book some weeks in advance of my 'flight' on the Millennium Wheel in order that, once over the skyline, I would not have to waste precious minutes dazed and confused trying to figure out which direction to look to in order to spot landmarks, and thus have more time to enjoy the view and make the best of the experience; especially knowing that you only get one 30 minute revolution of the wheel. So, no second chances if you miss something!

This booklet is typical of the quality one would expect a small museum to produce, or a large corporate, or promotional event.

Following a foreword by David Marks and Julia Barfield (the designers) in which they praise their own achievement, there follows five chapters chronicalling the design & construction, from the concept - where they explain how just like its predecessor The Great Wheel (built for the Empire of India Exhibition at London's Earls Court, in 1895) which was copied from the Chigago Wheel (1893); the desire was to create a spectacle to rival the Eiffel Tower (built in 1889 and which has come to define the city of Paris ever since).
Next is 'the challenge' followed by 'the components' and finally 'the capsules' and 'raising the eye' glancing quickly past the disasterous first attempt which was broadcast live to the nation.
The editorial is typically a two column magazine layout. An uninspiring list of facts (e.g. The diameter is 135m, it weighs 1,500 tonnes etc.) joined together in the form of long sentences. Very factual, but not very exciting to read.
The images likewise were nothing more than typical publicity shots, beautifully lighted and photographed but equally very boring to look at.

In the centre of the booklet you are presented with a double page shot of the eye at sunset, with the wheel standing on the bank of the Thames, with the river reflecting the nicotine sky of the capitol.

The last (and arguably most important) part of this booklet focuses on the 'eye view'.
Following another editorial 'in context' where the owners of this attraction praise the importance of its location in contrast to the landscape around; we are finally given our first of four panoramas:

'West' (Buckingham Palace, the M.O.D., Nelson's Column...)
'North' (the Post Office Tower a.k.a. B.T. Tower, Centrepoint, Cleopatra's Needle, Barbican, etc.)
'East' (St. Paul's Cathedral, OXO Tower, NatWest Tower, Waterloo Station, Canary Wharf)
'South' (Houses of Parliament, Battersea Power Station, Westminster Abbey...).

Each panorama holds a double page, followed by a further two pages of standard press photos and a spattering of local history thrown in (which was okay). They then present you with a double page view of London from above which was probably taken via satellite. I guess to give you a broader perspective of the city.
Second from last is a glossary of all the facts and figures previously spread over the content of the previous chapters, followed by a long list of the many awards bestowed upon the project (add yawn here).

As you may be able to tell, I was not thrilled with this promotional piece of garbage and propaganda. The wheel is an exciting and rewarding attraction that deserves better than this booklet gives members of the public experiencing the majesty of the London skyline from this attraction.

What I would have liked to see would have been more candid shots of its development so that you could feel like you were getting the inside story rather than the advertising presentation you are given. And a more passionate and friendly way of communicating the information. And lastly, and more importantly, more focus on the panorama views - with fold out pages allowing for many more keys to identifying the landscape to be given and in clearer detail.
Perhaps even a completely different format than this booklet is needed, such as a fold-out accordion style sheet instead of the traditional bound book.

Lastly: as pointed out in the forword 'The London Eye begun life as an entry to an open ideas competition to design a millennium landmark. We didn't win the competition - in fact there were no winners.' This sadly says something about the whole millennium fiasco; the long since forgotten 'river of fire', and the dome itself. Nice ideas squandered by greed and incompetence.
The Millennium Wheel or London Eye is probably the only project that succeeded looking back on it all.

This booklet as it stands just feels restricted and fails to live up to the innovation and ingenuity of the thing it is trying to accompany.
The booklet is now well over ten years old. My hope is that the new guide will have fixed many of these flaws.

...we'll see. :/… (mer)