London Eye Guide: What is London Eye famous for? Unquestionably one of the "must go" places when visiting London, the London Eye, originally nicknamed the Millennium Wheel, is Europe's tallest cantilevered observation wheel located on the South Bank of the River Thames in London. Every year, the “big Ferris wheel in London” attracts over 3 million visitors, which makes it the most popular paid tourist attraction in Great Britain. The London Eye used to be the highest public v