It is Europe's tallest Ferris wheel,[10] and offered the highest public viewing point in London[11] until it was superseded by the 804 feet (245 m) [12] observation deck on the 72nd floor of The Shard, which opened to the public on 1 February 2013.[13] It is the most popular paid tourist attraction in the United Kingdom with over 3.75 million visitors annually,[14] and has made many appearances in popular culture.