Brighton & Hove City Council has approved the construction of the i360 tower at the city's West Pier, which is set to become one of the UK’s tallest observation experiences.

Designed by London Eye architects David Marks and Julia Barfield, the 183m-high tower will be built on the site of the former West Pier, which was destroyed in arson attacks three years ago.

Around 100 guests at a time will rise slowly to just under 139m (500ft) in a fully enclosed pod equipped with bench seating, which will be air conditioned in summer and heated in winter. Each ride is expected to last around 25 minutes.

The ‘root’ end of the West Pier, the section nearest to the promenade, will be removed while a single story glass heritage centre will be built on the lower esplanade, stretching from the beach front back to meet the Kings Road Arches. The i360 spire will be constructed in the middle of the heritage centre.

Chair of Brighton & Hove City Council planning committee, Leslie Hamilton, said: “This is an exciting scheme of international quality which will be a major new attraction for Brighton & Hove. We estimate it could bring in up to 20 per cent more visitors to the city and generate considerable income.”

Brighton & Hove City Council’s planning committee considered the application at a meeting in Hove Town Hall on 11 October and voted unanimously in favour of the scheme.

Building work will commence in early in 2007 and the attraction should open for summer 2008. Details: www.brighton-hove.gov.uk