People are being asked to share their favourite London views on their social platforms using the hashtag #EyeLoveLondon. Each posted image will help to light up the London Eye in a pink hue, transforming it into a giant digital love letter.
The experience will begin at 6pm, with the London Eye being turned a dark purple colour. As more messages come through, the iconic London landmark will gradually become pink. Every hour, the Eye will pulsate for one minute, mimicking a beating heart at London's centre.
For those wanting an even more romantic experience, the London Eye is also available to book for Valentine's Day. Guests can attend a champagne experience, or book 'Cupid's Castle'; a private capsule for two with complimentary champagne and chocolates served by a personal host.
As part of a separate Valentine's campaign, the London Eye has partnered with dating app Bumble to offer a special first date experience for singles. Last month, Cadbury launched its Creme Egg Hunting Lodge at the London Eye.
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