Brighton's i360 tower to set 'global benchmark' for green tourism

Construction has now been underway for one year on i360 - Brighton's new vertical cable car that is planning to set a new benchmark for sustainable attractions.

The 162 metre-tall tower will carry up to 200 people at a time in its observation pod. Photo: Brightoni360

The 162 metre-tall tower will carry up to 200 people at a time in its observation pod. Photo: Brightoni360

The i360 will be the UK’s tallest visitor attraction outside London, standing 162 metres high. But it is also aiming to set a new global standard for sustainability on Brighton’s seafront.

The whole Brighton i360 site will only use ‘green energy’ sources supplemented by the descent of the pod from the top of the vertical viewing tower which will generate around 50% of the energy required for the next ascent.

The pod’s energy usage will only equate to around 1kwh per visitors and as the pod descends the site will capture the energy generated.

100% green

Brighton i360 CEO Eleanor Harris said the project was “aiming to set a new global benchmark in sustainability."

As well as its use of renewable energy, the building’s design will ensure the consumption of water is kept to a minimum by using low flow wash basins and efficient dishwashing equipment. Additionally, half of the material used in the concrete was recycled.

The restaurants on the site will use low energy lighting and will ensure they only serve locally sourced food from Sussex.

Harris added: “We are a 100% green energy venue and even generate green energy as the pod descends. We serve locally sourced food and our building is designed to be energy efficient.”

The i360 team will also be installing a food composter to turn food waste into water and will help to mitigate waste by maximising recycling and using biodegradable merchandise.


The £46m tower will stand on King’s Road at the entrance to the former site to the West Pier, which was damaged beyond repair by fire in 2004.

Brighton and Hove’s local council estimates the i360 will attract more than 700,000 visitors each year, including more than 150,000 new visitors to the city. The council believes the i360 will inject between £13m and £25m of additional revenue into the local economy.

The i360’s pod will be expected to carry an average of 75 people per ride to the top of the viewing tower, but can carry up to 200 visitors.

The attraction has also stated its aim to become a member of the Green Tourism Business Scheme, training staff to reduce waste and conserve energy, and will also be applying for the ISO 20121 standard to manage sustainability at the i360. The construction work is being undertaken by Marks Barfield Architects, the same firm that helped build the London Eye.

As well as this, 1% of the ticket revenue from the tower has been committed to the regeneration of Brighton’s seafront. It will also allow fundraisers to abseil from the top of the tower for charity.

The attraction is expected to be opened in 2016.

Stay tuned for an edie special feature looking at some of the most sustainable tourist attractions in the world.

Matt Field


| Fire | food | Food waste | training | water


Energy efficiency & low-carbon
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