The London Eye—an enduring symbol of British innovation and one of the most recognized landmarks in the world—rises above the River Thames, welcoming over 3.5 million visitors each year. Once the tallest observation wheel globally, it remains a powerful metaphor for vision, progress, and possibility.

Enter XREAL. The global leader in AR glasses, hailing from China, officially stepped into the UK market at the end of 2023. To mark this bold move, XREAL orchestrated a launch event as innovative as its product—right inside one of the Eye’s capsules.

Disruptive Product. Disruptive Launch.

Under the banner “New Era for the Eye”, XREAL transformed the London Eye into a futuristic stage, inviting media, influencers, and tech insiders for an unforgettable product reveal. Co-founder PJ led the charge, sharing the brand’s origin story and unveiling its latest breakthrough in mixed reality.

Special guest The Tech Chap, a leading UK tech influencer with over 1.5 million YouTube subscribers, joined PJ for a live fireside chat, adding industry insight and social reach.

A Brilliant Play on Vision

The campaign’s thematic fusion of “Chinese glasses” and the “London Eye” was more than clever wordplay—it captured a perfect alignment of form and function:

Supersized Impact: Once the world’s largest observation wheel, the London Eye is a giant in the skyline. So too is XREAL, dubbed the “IMAX in your pocket,” delivering an astonishing 130-inch virtual display experience.

Spectacular Views: The Eye offers panoramic scenes of London’s most iconic sights—Big Ben, Westminster Abbey, Buckingham Palace, and more. XREAL mirrors that awe, with razor-sharp visuals and vibrant color technology that reimagines portable entertainment.

With proven success across the U.S. and Japan, XREAL’s UK launch marks a new chapter in global expansion. And with the UK’s fusion of fashion, tech-savvy consumers, and cultural capital, there could be no better launchpad.