The London Eye is getting a makeover, and we’ve got capitalism to thank.
Yep, one of our most famous landmarks will look a little different soon, thanks to a new sponsorship deal. The artist formerly known as the Coca-Cola London Eye is now under new sponsorship, as Lastminute.com has taking over the naming and branding rights. And for their first trick, they’ll be turning the Eye a fetching shade of fuschia each night.
Longstanding Londoners will know that the Eye has gone pink before, usually lighting up for events such as Valentine’s Day and International Women’s Day, but this time, the change is permanent. It’s a small but significant one; Coca-Cola chose to light it with an on-trend but slightly ominous shade of red, so the softer pink should be a nice change. Plus, with millennial pink just about still being A Thing, it’s rather timely too. Unfortunately, the new colour scheme opens up the chance to refer to it as ‘The Pink Eye’, so we’re just going to have to hope that doesn’t catch on…
The Eye reopened today after a brief closure to scrub the previous branding and update it with the new sponsor’s decals, which means the new light scheme is likely to appear very soon. To misquote an entirely unrelated brand, the future’s bright, the future’s
Also published on Medium.