The Sunday Times Style supplement has reported that the British Airways London Eye is one of the coolest brands in Britain, as voted for by the ultra-select committee, the Cool Council.

The council comprises a selection of those in the upper echelons of fashion, music, retail and advertising and has members including Alexandra Shulman, Rankin and Ozwald Boateng.

Members are selected by a company called the Brand Council, which specialises in pinpointing all things hip.

The BA London Eye joins brands such as Puma, Dom Perignon, Raymond Weil, Muji, Kurt Geiger, Oakley and Converse as the coolest brands in the UK today. Details: www.superbrands.org