The London Eye has been a principal launch point for London’s major New Year's Eve fireworks since 2004.
The giant observation wheel stands on the South Bank of the River Thames, opposite Westminster. Fireworks are positioned around the wheel and along the river, producing a display visible from bridges, embankments, and other central viewpoints. The event is organized by the Mayor of London and is broadcast widely.
London held a major public fireworks display at the London Eye for the transition into 2000, but the current annual format began in the mid-2000s. The Shard, Tower Bridge, and St Paul’s Cathedral may appear in the skyline or viewing areas, yet they are not the landmark that defines the fireworks launch site.