Small Print


97% of people don’t read terms and conditions - they are discrete and made difficult to access by their physical scale and use of unfamiliar legal language. We decided to make T&C’s really really big, so big in fact that they are equally as awkward to read.

We increased the original size of The London Eye terms and conditions by 769 times. From ground level, they cannot be read in their hugely awkward scale. Only by riding in the capsule can you begin to make sense of them, by which point they’ve already been accepted.


W/ Will Butterfield
Charlie Sanderson







Mark