The full name of Eye, by the way, is the "British Airways London Eye": hence the term "flight" for your half-hour loop-de-loop.
Back in the last century, a husband-and-wife team of architects (David Marks and Julia Barfield) entered a competition to design a millenium landmark. The competition was scrapped, but the couple didn't give up on their project; they wanted to "create something uplifting", and luckily British Airways did too.

