The i360 will be illuminated pink this evening (Monday, September 2) to commemorate a national campaign.
The tower and pod of the British Airways attraction on Brighton seafront will change colour from 10pm until 6am to mark Organ Donation Awareness Week.
The i360 has teamed up with NHS Blood and Transplant to support the week, which starts today and runs until Sunday (September 8), in a bid to encourage people to sign up to the donor register and to tell their families of their wishes.
Communications manager of the i360 Laura Pauley said: "British Airways i360 is a major landmark in the city and on this stretch of coast.
"Changing the colour of the tower and pod to pink, to reflect the campaign, is a simple task for our team but has the potential to reach many, encourage conversations around donation and therefore raise awareness of the organ donor register campaign.
"It’s not always an easy subject to broach, but we’re supporting NHSBT to inspire everyone to talk with their family about whether they want to be a donor or not.”
It is the first time the i360 has supported Organ Donation Awareness Week. On March 29 it glowed blue and white in support of Albion in the Community's Blue and White Day, gold on April 2 to commemorate World Autism Awareness Week (April 1 to April 7), yellow on May 1 to mark the RNLI's MayDay campaign, and rainbow colours for Brighton Pride on August 2, 3, and 4.
Specialist nurse with NHS Blood and Transplant Tracey Gibson added: “We are very grateful to British Airways i360 for their support during Organ Donation Week. The awareness week allows us to acknowledge the incredible generosity of organ donors and their families."