Brighton's newest landmark, has just secured sponsorship from British Airways.
What was once marketed as the world's favourite airline is backing what will become the world's tallest moving observation tower.
It's the first in a series of changes to the Brighton and Hove cityscape, as Tony Green reports.
Visitors to the Costume Games in Brighton have been posing for photos that make it look like they're frozen in time.
They've been photographed using 40 synchronised cameras, which are then turned into 360 degree videos of the image.
Making some people look like they are floating in the air.
ITV Meridian spoke to Developer Kati Byrne.
Building work hasn't even finished yet but Brighton's i360 tower is already the tallest structure in Sussex.
Having reached 120 metres high it's now bigger than Shoreham Power station and even Gatwick's air traffic control. And as well as the impressive engineering it's already offering some spectacular views.
Andy Dickenson reports and speaks to project manager Neal Mardon and chief executive of the i360 Eleanor Harris.
The final barge with material for Brighton's new i360 attraction has arrived from the Netherlands.
The vessel is carrying the final eleven steel cans to complete the structure, which has reached a height of 28 metres.
The viewing tower is set to be completed by September - and opens to the public next year.
A row has broken out about the future of two tourist attractions on Brighton seafront.
The i360 observation tower is due to open next summer. But the owners of the Brighton Wheel have applied for permission to stay another five years too. They say there's room for both.
But the team behind the i360 say it's unfair competition
Work has officially started today on the i360 project on Brighton seafront. The tower will stand 160m high with a viewing platform rising up to the top. But can the cost of more than 46 million pounds be justified? Malcolm Shaw reports.
A Brighton MP has called for a statue to be built to honour the longest living First World War veteran.
Henry Allingham - who was 113 years old and from Ovingdean - died in 2009 after he served in the Royal Flying Corps.
It has cost nearly £5m and taken just under a year to complete, but now the makeover at Brighton's historic seafront arches is ready.
The new look will be officially revealed this afternoon - we speak to a local business about what they think of the new idea, including i360.