93% of people don’t read terms and conditions due to their discrete physical nature, as well as their overly official unfamiliar language. We increased the original size of The London Eye terms and conditions by 769 times. From ground level they remain unreadable in their hugely awkward scale. Only by riding in the capsule, can you gain the height to read them, by which point they have ironically already been accepted.
In collaboration with Charlie Sanderson and Hannah Carlile.