Altitude 360
Encyclopedia
Millbank Tower
Millbank Tower is a high skyscraper in the City of Westminster at Millbank, on the banks of the River Thames in London, in the United Kingdom. The Tower was constructed in 1963 for Vickers and was originally known as Vickers Tower. It was designed by Ronald Ward and Partners and built by John...
, a skyscraper in Central London
Central London
Central London is the innermost part of London, England. There is no official or commonly accepted definition of its area, but its characteristics are understood to include a high density built environment, high land values, an elevated daytime population and a concentration of regionally,...
. Covering over 30000 sq ft (2,787.1 m²), of event space. Altitude 360 London, along with The River Room London, The MillBank Cinema & Media Centre and The View Collection make up London's largest riverside venue as well as London's largest venue located in a skyscraper. The concept and design was the brainchild of Hong Kong born entrepreneur Justin Etzin
Justin Etzin
The Honourable Justin Etzin is The Consul General of The Seychelles for The United States of America. A leading international entrepreneur in corporate and consumer hospitality as well as residential and commercial boutique construction and development he became a diplomat in November 2009 when...
who is The Global Brand Owner. The venue was opened in three phases, with the first phase opened in September 2007 by the then Leader of the Opposition
Leader of the Opposition
The Leader of the Opposition is a title traditionally held by the leader of the largest party not in government in a Westminster System of parliamentary government...
David Cameron
David Cameron
David William Donald Cameron is the current Prime Minister of the United Kingdom, First Lord of the Treasury, Minister for the Civil Service and Leader of the Conservative Party. Cameron represents Witney as its Member of Parliament ....
, the second phase was opened by Mayor Boris Johnson
Boris Johnson
Alexander Boris de Pfeffel Johnson is a British journalist and Conservative Party politician, who has been the elected Mayor of London since 2008...
and the final third phase opened in May 2010 by Prime Minister David Cameron
David Cameron
David William Donald Cameron is the current Prime Minister of the United Kingdom, First Lord of the Treasury, Minister for the Civil Service and Leader of the Conservative Party. Cameron represents Witney as its Member of Parliament ....
.
The venue has hosted numerous high profile events, from world wide product launches for major corporations in different industries, the likes of Procter & Gamble
Procter & Gamble
Procter & Gamble is a Fortune 500 American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods....
, Microsoft
Microsoft
Microsoft Corporation is an American public multinational corporation headquartered in Redmond, Washington, USA that develops, manufactures, licenses, and supports a wide range of products and services predominantly related to computing through its various product divisions...
Google
Google Inc. is an American multinational public corporation invested in Internet search, cloud computing, and advertising technologies. Google hosts and develops a number of Internet-based services and products, and generates profit primarily from advertising through its AdWords program...
and De Beers
De Beers
De Beers is a family of companies that dominate the diamond, diamond mining, diamond trading and industrial diamond manufacturing sectors. De Beers is active in every category of industrial diamond mining: open-pit, underground, large-scale alluvial, coastal and deep sea...
to political events like Boris Johnson
Boris Johnson
Alexander Boris de Pfeffel Johnson is a British journalist and Conservative Party politician, who has been the elected Mayor of London since 2008...
's Mayoral announcement party and Senator John McCain
John McCain
John Sidney McCain III is the senior United States Senator from Arizona. He was the Republican nominee for president in the 2008 United States election....
's European US Presidency Campaign Speech. London Fashion Week
London Fashion Week
London Fashion Week is an apparel trade show held in London, England twice each year, in February and September. It is one of the "Big Four" fashion weeks, along with New York Fashion Week, Milan Fashion Week and Paris Fashion Week.-Organization:...
events also take place at the venue like British designer Paul Smith's September 2009 fashion show. The venue is frequented by celebrities & personalities like Lindsay Lohan
Lindsay Lohan
Lindsay Lohan is an American actress, pop singer and model. She began her career as a child fashion model before making her motion picture debut in Disney's 1998 remake of The Parent Trap at the age of 11...
, Kate Moss
Kate Moss
Kate Moss is an English model. Moss is known for her waifish figure and popularising the heroin chic look in the 1990s. She is also known for her controversial private life, high profile relationships, party lifestyle, and drug use. Moss changed the look of modelling and started a global debate on...
, Lilly Allen and David Walliams
David Walliams
David Edward Walliams is an English comedian, writer and actor, known for his partnership with Matt Lucas on the TV sketch show Little Britain and its predecessor Rock Profile...
to The Duchess of York who held The African Caribbean Leukemia Ball in her official capacity as Patron.
Altitude 360 was also the British
British people
The British are citizens of the United Kingdom, of the Isle of Man, any of the Channel Islands, or of any of the British overseas territories, and their descendants...
venue chosen to launch British Tourism Week in 2008, hosted by HRH Prince Charles and then Prime Minister Gordon Brown
Gordon Brown
James Gordon Brown is a British Labour Party politician who was the Prime Minister of the United Kingdom and Leader of the Labour Party from 2007 until 2010. He previously served as Chancellor of the Exchequer in the Labour Government from 1997 to 2007...
. The 2012 British Olympic Committee are using the venues for the Olympic Games and the venue has already been chosen by FIFA
FIFA
The Fédération Internationale de Football Association , commonly known by the acronym FIFA , is the international governing body of :association football, futsal and beach football. Its headquarters are located in Zurich, Switzerland, and its president is Sepp Blatter, who is in his fourth...
to launch the 2018 World Cup bid.
Press articles confirm that US Beverage Giant Coca Cola and US Sports Company New Balance are in a bidding war to secure the venues for the Olympic Games.