The London Eye resembles a 443 foot, steel bicycle wheel. The attraction delights passengers with incredible views of the River Thames, Westminster Palace, Big Ben and other London landmarks. Up to 25 people can stand or sit within each of the 32 capsules – one for each London borough – during the 30 minute ride. The £70 million Ferris wheel has had several corporate sponsors since opening in 2000. Beginning in 2014, it was branded as the Coca-cola London Eye. The ride is located near the Westminster Bridge on the river’s South Bank.