Altitude London is a collection of venues in the 387 ft (118 m)-high Millbank Tower, a skyscraper in Central London. Covering over 30,000 sq ft (2,800 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 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 David Cameron, the second phase was opened by Mayor Boris Johnson and the final third phase opened in May 2010 by Prime Minister David Cameron.
One of the final parts to open was the Altitude Viewing Gallery on the 29th floor. This Empire State Building-style viewing platform provides visitors unrivaled panoramic views of London's iconic landmarks.
The venue has hosted numerous high profile events, from world wide product launches for major corporations in different industries, the likes of Procter & Gamble, Microsoft, Google and De Beers to political events like Boris Johnson's Mayoral announcement party and Senator John McCain's European US Presidency Campaign Speech. London Fashion Week 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, Kate Moss, Lily Allen and David Walliams to The Duchess of York who held The African Caribbean Leukemia Ball in her official capacity as Patron.
Altitude 360 was also the British venue chosen to launch British Tourism Week in 2008, hosted by HRH Prince Charles and then Prime Minister Gordon Brown. The 2012 British Olympic Committee are using the venues for the Olympic Games and the venue has already been chosen by FIFA 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.