Today, the EDF Energy London Eye is delighted to announce its brand new in-capsule experience, which will be available to all guests who visit London’s most iconic landmark. The London Eye’s capsules are now complete with state of the art Samsung Galaxy Tab 10.1 devices, displaying bespoke content created by LMC design and Henry Stuart Photography exclusively for the London Eye.

The interactive touch screen guides are designed to enhance the guest experience as they take in the views from the world’s tallest cantilevered observation wheel. It provides a more interactive way to take in the capital’s best sights and is available as part of the standard ticket price. Features include key information on landmarks that can be seen from the London Eye as well as a 3D view of each sight, further bringing it to life before the visitors’ eyes. Innovative, 360 degree non-stop-24-hour filming has granted the EDF Energy London Eye and its guests the first ever multi-dimensional views of the spectacular sights of the capital.

Over a period of three months in 2011, the EDF Energy London Eye carried out an extensive consumer research programme of 5,000 visitors over 1,000 rotations to find out how the guest experience could be further enhanced. The research looked into three key areas; how could the London Eye make the visit even more special, how could it offer greater value for money and would the enhancement make them more likely to recommend to a visit. Several strong trends emerged making it clear that what visitors wanted was more information about the panoramic views, whether they were tourists brand new to the city or Londoners, familiar with the landscape. When testing the tablets, guests reported that they found them fun and engaging to interact with, a useful and informative addition to their experience and that they improved the atmosphere and aesthetics of the capsule. Furthermore, with the addition of the Samsung Galaxy Tab 10.1 in each capsule visitors were more likely to recommend the London Eye to friends and families as a great-value destination.

The highly functional interactive guide enables guests to access key information about the landmarks they can see; all customers need to do is touch the landmark on the screen that they’re interested in or search the name of the landmark to find it. By doing this they can access key information about 44 famous London landmarks, 24 hour time-lapse photography, 360 degree day and night views from the London Eye and bird’s eye views of some of the key landmarks as well as a unique “look inside” some of the structures for a unique perspective.

David Sharpe Divisional Director (London) for the Merlin Entertainments Group commented: “2012 is going to be a year of celebration throughout London and the UK. We wanted to kick off the year by presenting both our new and loyal guests with a state-of-the-art and exciting experience on the EDF Energy London Eye. I’ve worked at the London Eye for 10 years now, enjoying countless rotations and I can assure our guests that the new interactive touch screens provide a fresh view of the capital. We’re thrilled to be offering our guests this innovative addition and hope that all those who visit us in this Olympic year enjoy the benefits that the guides bring to their experience.”

Andy Griffiths, Managing Director, Samsung UK and Ireland said: “We’re delighted to be able to enhance the experience of London tourists and residents when they visit one of the Capital’s best known landmarks. The Galaxy Tablet is the perfect device for giving you all the information you need at your fingertips and its innovative screen technology will ensure that everybody visiting the EDF London Eye has the opportunity to see the capital city in a new and enriching way.  This collaboration is a perfect example of Samsung, an Olympic Worldwide Partner and the EDF Energy London Eye, London’s Premier Tourist attraction, working together to create a more fulfilling Games experience for the millions of people who will be touched by the London 2012 Olympic Games.”