The world’s tallest moving observation tower, currently being built on Brighton seafront, was today named British Airways i360.

The airline has signed a five-year deal, which includes full naming rights, with the developers of the Brighton beach attraction.

Standing at 162 metres high, the i360 will be the world’s first vertical cable car and the world’s most slender tower. Visitors will board the 18 metre wide glass viewing pod at ground level and rise to 138 metres from where they will enjoy 360 degree panoramic views of Brighton and the Sussex coastline.

The tower and beach building will also include a sky bar, a 400-cover brasserie, hospitality rooms for 10 to 1,000 people, an exhibition, a gift shop and an indoor kids play zone.

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

See also my list of other Tall Building Experiences.

* They, of course, call it a “flight”, just as they did with the BA London Eye ferris wheel (now sponsored by Coca Cola), and Emirates do for their cable car across the Thames at Greenwich. Am I the only person who finds this banal?