THE LONDON EYE

THE LONDON EYE

When the London Eye was first constructed it was built as a temporary structure without long-term planning permission. BA London Eye wished to secure permanent permission for the structure.


THE LONDON EYE

NEWGATE HELPED SECURE PLANNING CONSENT FOR THE ICONIC LONDON EYE


Approach
The Eye is now such an iconic structure it is hard to believe that it could have been difficult to secure planning permission. But at the time, there was significant opposition from stakeholders concerned about views across London particularly towards the Houses of Parliament, a world heritage site.

Newgate (previously PPS) undertook a two tier exercise:

  1. a public consultation to explore the degree to which there was local support among Lambeth residents who lived near the Eye.
  2. a programme to promote the Eye as a significant tourist attraction delivering economic benefit to Lambeth, central and indeed, Greater London.

A high level stakeholder management programme was also put in place. At one point we hosted a reception for civic leaders of all 32 London boroughs. There are 32 capsules on the London Eye and one evening we had every senior local politician in the capital viewing their city. 

Newgate ensured that the high levels of support we were able to tap into were communicated effectively to Lambeth’s planning department and the members of the Council’s Planning Committee.

Outcome
The campaign was a triumph. In truth, the success of The Eye was already becoming self-evident. Many felt it improved the setting of the world heritage site and it certainly helped you see it better. Full planning permission was granted.