The EDF Energy London Eye was launched as a corporate entertainment venue at a special event attended by then Prime Minister, Tony Blair, in September 2000. Since then it has gained an international reputation for high-profile launches, charitable events and celebrations.

In February 2010, the London Eye showed London's true heart as it turned red and pulsed to launch National Heart Month for the British Heart Foundation (BHF), the national heart charity.

The big switch on was attended by rock royalty, Rick Parfitt of Status Quo, who had a heart bypass in 2008.

'Our city has an unrivalled range of unique attractions that draw people from across the world and the much loved London Eye is one of the most recognisable.' - Boris Johnson, Mayor of London








In 2005 a Cafe Direct event raised awareness of the importance of fair trade with Africa. The project, organised by Damon Albarn, the lead singer of Blur and Gorriliaz, saw the wheel's 32 capsules transformed into stages for different performances which reflected the event's links to Africa.

The EDF Energy London Eye was the first stop on the Elephant Parade London in May 2010 - an event organised by the Elephant Family, a UK charity which is dedicated to ensuring the survival of the Asian elephant.

The London Eye plays host to the annual London Restaurant Festival, at which one capsule is transformed into what has been called 'London's most exclusive chef's table.' Among the cast of chefs who have taken part are: Gordon Ramsay, Richard Corrigan, Angela Hartnett, Mark Hix and Giorgio Locatelli. The event raised money for the StreetSmart charity.

The London Eye hosted the UK launch of the Fiat 500; featuring top bands Mika and The Feeling performing on the London Eye landscape. A Fiat 500 remained airborne in one of the capsules for two weeks.