London Eye architects, David Marks and Julia Barfield, and the West Pier Trust have submitted a planning application for the Brighton i360 at West Pier.

If approved, the i360 will be the UK’s highest observation experience at 176m high, allowing views of Brighton & Hove and the South Downs on a clear day.

Around 125 guests at a time will rise slowly to just under 139m (500ft) in a fully enclosed pod equipped with bench seating, which will be air conditioned in summer and heated in winter. Each ride is expected to last around 25 minutes.

Around 20 per cent of the energy required to operate the pod will come from silent wind turbines at the top of the spire.

The project will include the restoration of the original Victorian tollbooths and seating at West Pier as well as the creation of a heritage centre incorporating an exhibition about the pier’s history. The scheme will also fund the tidying up of Brighton beach.

Consultations will take place over the summer and the architects hope that planning permission will be granted by October, with building commencing early in 2007 and the attraction opening for summer 2008.

David Marks said: “It seems there is a universal desire to see the earth and its cities from exceedingly high places. The Brighton i360 will entertain, inform, excite and inspire.”

Eleanor Harris, MD of I-Xperience – which will operate Brighton i360 – added: “We expect Brighton i360 to attract around 550,000 visitors annually and to become Brighton’s biggest paid for visitor attraction. We also hope to become the most unique venue for weddings and civil partnerships.”

The attraction is expected to be open all year round. It is estimated that 40 per cent of tickets will be pre-booked to guarantee a ride time, primarily via the attraction’s website. Details: www.marksbarfield.com or westpier.co.uk