The observation tower, designed by the architectural firm behind the London Eye, will be able to hold up to 200 people

The creators of the London Eye are about to unveil a new bucket list item for U.K. natives and tourists: called the British Airways i360, the attraction consists of a more than 500-foot-tall tower near the beach in Brighton that'll offer 360 degree views of the English channel and the Sussex landscape.

Advertised as the world's first “vertical cable car,” the tower resembles popular amusement park rides that give riders a feeling of free fall, but don't worry, this one is an observation tower only, and will take about 10 minutes to rise to the top, according to Marks Barfield Architects, the firm behind the design.

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