The London Eye is beside the main London New Year's Eve fireworks display on the River Thames.
London's official fireworks are staged along the Thames in central London, with the London Eye serving as the most recognizable visual centerpiece. Fireworks are fired from structures near and on the wheel, as well as from barges on the river, creating a display visible from several riverside viewpoints.
The London Eye opened to the public in 2000 as part of the millennium celebrations. Its location on the South Bank places it opposite Westminster and near several major landmarks, making it especially prominent in broadcast images of the countdown.
Big Ben is often given as an answer because its clock and chimes mark midnight in popular coverage. However, the fireworks display is identified visually and geographically with the London Eye, while Big Ben is the nickname commonly used for the Great Bell of the Palace of Westminster.