Brighton i360 was designed by the architectural company Marks Barfield, which also designed the London Eye. The building was conceived as a “vertical pier”. The tower is located at the shore end of the ruined West Pier, and the design recreated the original Italianate ticket booths of the West Pier, placed on either side of the entrance, serving as ticket office and tea room.^[4] The design also includes a beachfront building that allows access to the tower and houses a brasserie, café and gift shop.^[9]

The tower is designed as a 162 m (531 ft) tall needle structure with an ascending and descending circular viewing platform with capacity for 200 people.