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Professional advisers appointed on £100m project to build Europe’s tallest observation wheel on Newcastle quayside

World Wheel Company has appointed nine professional services advisers located in the North East and Yorkshire to help deliver Europe’s tallest observation wheel on Newcastle Quayside.

Standing nearly 460 ft (140 m) high, the observation wheel – dubbed ‘The Whey Aye’ in celebration of its location – will be 16 ft (5 m) taller than the London Eye. It is anticipated that the project would see more than £100m invested in the city and up to 550 jobs created.

In addition, the proposed development will see the creation of a new destination food and beverage experience for Newcastle, a world-leading visitor attraction, a family entertainment centre and a multi-purpose play and sports complex, with covered five-a-side pitches and tennis courts, as well as a state-of-the-art virtual golf club.

These will all be located adjacent to The Whey Aye and the development will cover 344,500 sq ft (32,000 sq m) in total.

The Newcastle-headquartered businesses appointed to advise are brand strategy and marketing communications agency SHA, commercial law firm Muckle, international design practice Ryder Architecture and retail property consultants @Retail.

The business banking arm of Barclays Bank, Leeds-based public relations, content and social media agency Brand8 PR, geotechnical and environmental consultancy Golder, national planning and development consultancy Lichfields and international transport planning group Systra complete the project team.

Phil Lynagh, chief executive officer of World Wheel Company’s Newcastle operation, said: “We believe we have assembled the strongest possible team of professional advisers to help us deliver our proposed development.

“Each of the organisations are highly regarded in their respective fields. Working together they make an outstanding collective focused on enabling one of the most exciting investment and regeneration projects in the UK.”

A detailed planning application relating to the wheel and visitor attractions is due to be submitted to Newcastle City Council later this year by World Wheel Company.