What ArcelorMittal Orbit does

The ArcelorMittal Orbit is a single-site London visitor attraction located within the Queen Elizabeth Olympic Park in Stratford. It consists of an 80-metre steel sculpture (the UK's tallest), an enclosed 360-degree viewing platform with lifts, and Helix — the world's longest tunnel slide at 178 metres, which loops the structure twelve times in a roughly 40-second descent. The asset was commissioned as a permanent artwork for the London 2012 Olympic and Paralympic Games, designed by sculptor Sir Anish Kapoor and engineer Cecil Balmond, with steel provided by ArcelorMittal under a naming-rights arrangement. Helix was added in 2016 as a collaboration between Carsten Höller and Anish Kapoor, creating a second monetisable experience alongside the viewing platform.

The attraction is owned by the London Legacy Development Corporation (LLDC), a UK government public body, and operated under licence by Zip World Ltd., an adventure-tourism company headquartered in Wales. Revenue is generated through multiple streams: pay-as-you-go tickets for the slide and the viewing platform (sold via dynamic pricing on zipworld.co.uk and on-site), private and corporate venue hire (events, weddings, team-building, filming location fees), KS2/KS3 educational programmes for schools, on-site branded merchandise, and automated video reprography services. Distribution combines direct-to-consumer e-commerce, third-party tourist passes such as the London Pass, a dedicated school-groups portal, and direct corporate sales. Ancillary paid services include coach parking (tiered £13–£55) and coin-operated lockers.

The attraction serves three principal customer segments: domestic and international leisure tourists (primary long-tail demand), UK school groups on curriculum-linked visits, and corporate/private event clients hiring the venue for occasions and filming. Marketing is run primarily through the arcelormittalorbit.com website, Zip World's booking platform, Facebook and Instagram (#RideTheSlide), an email newsletter, and a press/media suite. The operation carries an ISO 14001 environmental management system, uses 60% recycled steel in construction, pays the London Living Wage, and sources 85% of front-line staff from the Olympic Host Boroughs — credentials that are positioned as differentiators for ESG-conscious corporate clients. No revenue, headcount, or operating financials are publicly disclosed.

Name

ArcelorMittal Orbit

Legal name

ArcelorMittal Orbit

Website

https://arcelormittalorbit.com

Company type

Private

Founded year

2012

Operating status

Operating

Short description

The ArcelorMittal Orbit is a London visitor attraction operated by Zip World Ltd. under licence from the London Legacy Development Corporation, offering an 80m viewing platform and the world's longest tunnel slide. It serves tourists, school groups, and corporate event clients from its Queen Elizabeth Olympic Park site.

Ownership category

akta.pro rank

Product category

Visitor Attraction

NAICS

Museums, Historical Sites, and Similar Institutions (7121)

akta.pro primary industry

Observation Decks & Viewing Platforms (THAJACAA)

akta.pro secondary industries

Scenic Lookouts & Natural Landmarks (Waterfalls, Canyons, Rock Formations) (THAJACAD), Aerial Adventure Parks (Multi-Element Courses) (THAAACAC)

Keywords

• Visitor attractions
• Observation tower
• Adventure tourism
• Leisure activities
• Event venue hire

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. Ticket Sales – Helix (Slide): Stand-alone and bundled tickets for the Helix tunnel slide experience. Prices are subject to seasonal change and dynamic pricing. Height restriction of 1.3m applies. Tickets sold via zipworld.co.uk booking calendar and on-site subject to availability.
2. Ticket Sales – ArcelorMittal Orbit 360 (Viewing Platform): Tickets for the viewing platform experience, purchasable separately or as part of combined packages. Sold via zipworld.co.uk with dynamic pricing and seasonal variation.
3. Venue Hire – Private & Corporate Events: Revenue from hiring the venue for private events including PR events, birthdays, team-building days, award ceremonies, Christmas parties, and weddings/proposals. Helix private hire is also available. Contact-based sales with pricing determined per enquiry.
4. Venue Hire – Filming & Photography: Location fees charged for commercial filming and photography on-site. Fee is determined on a case-by-case basis depending on the disruptiveness to normal operations.
5. Merchandise: Sale of branded merchandise through the on-site shop. The merchandise partner operates under an ethical sourcing policy aligned with International Labour Organisation standards.
6. Video Reprography: Automated camera systems capture visitor footage (including headcam footage on Helix). Revenue from sale of commemorative photographs and video footage captured during the experience. Partnered with Revl for video reprography services.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

The ArcelorMittal Orbit is an 80m observation tower and visitor attraction in London's Queen Elizabeth Olympic Park, offering two main ticketed experiences: the ArcelorMittal Orbit 360 panoramic viewing platform with up to 20-mile views across London, and Helix—the world's longest and tallest tunnel slide at 178m that loops the structure 12 times in a 40-second descent at speeds up to 15mph. The site also provides private and corporate venue hire, school educational programmes, on-site merchandise, automated video reprography, and filming location fees.

Product overview

ArcelorMittal Orbit is a UK-based visitor attraction operated by Zip World, featuring the ArcelorMittal Orbit 360 viewing platform and the Helix tunnel slide as its two core products. The 114.5m sculpture offers panoramic views of London from its 80m-high viewing platform, while Helix provides a 178m tunnel slide experience. Additional offerings include venue hire for events and educational programmes for school groups.

Differentiator

Problem solved

Functional benefit

Brands

• ArcelorMittal Orbit 360: The 80m viewing platform offering 360-degree panoramic views of London and Queen Elizabeth Olympic Park, featuring Anish Kapoor's polished concave mirrors.
• Helix

Products and services

• Helix (The Slide) The world's longest and tallest tunnel slide (178m), a ticketed experience looping the ArcelorMittal Orbit sculpture 12 times in a 40-second descent at speeds up to 15mph. Available to individual visitors (height minimum 1.3m) with additional on-site purchases subject to availability. Private hire is also available for team-building and ice-breaking events.
• ArcelorMittal Orbit 360 Panoramic 360-degree observation platform at 80m height offering up to 20-mile views over London and Queen Elizabeth Olympic Park. Visible landmarks include The Shard, the Gherkin, Big Ben, Canary Wharf and five football stadiums. Reached via two lifts (34-second journey); step-free access throughout. Available as a stand-alone ticket or bundled with Helix.
• Venue Hire (Private & Corporate Events) Private and corporate event hosting service at the UK's tallest sculpture, including PR events, birthdays, team-building days, award ceremonies, Christmas parties, weddings and proposals. Pricing is determined per enquiry via direct contact. Helix private hire is available for team-building and ice-breaking sessions.
• School Groups Educational Programmes Immersive and hands-on educational experiences for UK school groups at KS2 and KS3 levels, aligned with the national curriculum. Activities are designed to foster self-confidence, resilience, communication, and problem-solving skills through real-world exploration. Bookings are handled through a dedicated school groups portal.

Quantifiable outcome

• 20-mile panoramic views across London and Queen Elizabeth Olympic Park
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered supporting and core.

• PhilipssupportingTechnology or IntegrationPhilips provides 250 individually controlled spotlights to illuminate the ArcelorMittal Orbit at night. The dynamic LED lighting scheme produces static and animated effects while minimising energy consumption through state-of-the-art LED technology. Philips is a global leader in lighting with over 120 years of innovation.
• Zip World LtdcoreOEM/ Whitelabel/ Licensing PartnerZip World Ltd operates the ArcelorMittal Orbit venue under an agreement with the London Legacy Development Corporation (venue owner). Zip World branding (Zip World London at ArcelorMittal Orbit) is featured prominently. The company manages all bookings, visitor experiences, venue hire, and day-to-day operations. Registered office: Zip World Base Camp, Denbigh Street, Llanrwst, Conwy, LL26 0LL (Company No. 07777872).
• London Legacy Development Corporation (LLDC)coreOthersThe London Legacy Development Corporation is the owner of the ArcelorMittal Orbit venue and the Queen Elizabeth Olympic Park. LLDC is a public body responsible for developing and managing the legacy of the London 2012 Olympic and Paralympic Games. LLDC serves as the data controller for personal data collected on the attraction’s website.
• London Pass (Tourist Pass)supportingChannel Partner/ Reseller/ DistributorThe London Pass is a tourist attraction pass sold to visitors exploring London. The ArcelorMittal Orbit is listed on the London Pass, allowing holders to access the attraction. London Pass holders can upgrade to Helix on the day subject to availability.
• Sir Anish Kapoor (Artist)coreStrategic or Co-development PartnerSir Anish Kapoor, CBE RA (born 12 March 1954), is a British-Indian sculptor who co-designed the ArcelorMittal Orbit with engineer Cecil Balmond. He is renowned for works including Cloud Gate in Chicago (‘the Bean’), Sky Mirror, and Temenos in Middlesbrough. He was knighted in 2013 for services to visual arts. Kapoor designed the concave polished mirrors at the viewing platform and collaborated with Carsten Höller on the Helix slide. He received a Knighthood in the 2013 Birthday Honours.
• Cecil Balmond (Engineer and Designer)coreStrategic or Co-development PartnerCecil Balmond OBE is a Sri Lankan-British designer, artist, architect, and writer. He joined Ove Arup & Partners in 1968 and became deputy chairman. In 2000 he founded the Advanced Geometry Unit (AGU). He co-designed the ArcelorMittal Orbit with Sir Anish Kapoor, bringing his expertise in non-linear geometry and structural engineering. He holds the Paul Philippe Cret Chair at PennDesign and was appointed OBE in 2015.
• Carsten Höller (Artist)supportingStrategic or Co-development PartnerCarsten Höller is a Belgian artist (born 1961) who collaborated with Sir Anish Kapoor to design The Slide (Helix), a major art installation opened in June 2016. Höller is known for large-scale experiential installations including Test Site slides at Tate Modern, the Upside-Down Goggles experiment, and the Revolving Hotel Room at the Guggenheim. He uses his scientific training to explore human relationships through art.
• DigiTickets (Ticketing Partner)supportingTechnology or IntegrationDigiTickets is the ticketing partner for online ticket purchases on the ArcelorMittal Orbit website. Personal and payment data is shared with DigiTickets for the purpose of processing ticket sales and delivering products. DigiTickets’ privacy and cookie policies govern their data handling practices.
• AKA Group Limited (Marketing Website)supportingTechnology or IntegrationAKA Group Limited designed and manages the arcelormittalorbit.com website on behalf of the London Legacy Development Corporation. AKA has access to anonymised Google Analytics data. AKA’s registered office is referenced in the cookie policy.
• Revl (Video Reprography Partner)supportingTechnology or IntegrationRevl is the video reprography partner providing automated headcam and video capture services at the Helix experience. Customer email and mobile data is shared with Revl for the purpose of delivering video reprography products. Revl’s cookie and data policies govern their data handling.
• Queen Elizabeth Olympic ParkcoreOthersThe ArcelorMittal Orbit is situated within the Queen Elizabeth Olympic Park, the legacy venue from the London 2012 Olympic and Paralympic Games. The park includes other iconic venues such as the London Aquatics Centre (Zaha Hadid), the Lee Valley VeloPark, and the London Stadium (home of West Ham United FC). The park’s Mobility Service provides accessibility support for visitors.

Scale indicators9 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• The View from The Shard: Premium London viewing platform atop The Shard offering the city's highest publicly accessible 360-degree views. Most direct premium-positioned competitor for inbound tourists seeking panoramic London views, with comparable ticket pricing structure.
• Tower Bridge Exhibition: Iconic London landmark with high-level walkways and glass floors offering skyline views combined with heritage interpretation. Directly comparable visitor attraction combining viewing experience, ticketing, and historic London positioning.
• Zip World (other UK sites): Same operator's other UK adventure sites (Penrhyn Quarry in Bethesda, Llechwedd in Blaenau Ffestiniog, Tree Top Adventure locations). Sibling operations under shared Zip World brand offering slides, ziplines, and aerial adventure experiences with comparable operations, booking platform, and customer base.
• Sky Garden London: Free public viewing attraction at the top of 20 Fenchurch Street (Walkie Talkie) offering panoramic London views across multiple floors with landscaped gardens. Key substitute attraction for cost-conscious tourists; defines the lower-bound price reference for paid viewing.
• Go Ape: UK's leading aerial adventure and high-ropes course operator with multiple forest and urban sites including a slide element. Comparable UK adventure attraction operator targeting similar active, experience-seeking audiences with similar ticketing and group booking models.
• Up at The O2: Climbing experience over the roof of The O2 Arena in Greenwich offering 360-degree views of London at elevation. Directly comparable activity-based viewing experience with thrill element and comparable price point, operating in the same urban adventure attraction category as Helix.
• The London Eye: Iconic London observation wheel on the South Bank offering 360-degree panoramic city views via enclosed capsules. Closest direct competitor in the London paid observation attraction category, with similar tourist audience, ticketing model, and price point.
• Blackpool Tower: Iconic UK observation tower (518 ft) with a glass-fronted lift and viewing platform plus attached attractions including a circus and ballroom. Closest regional UK parallel as a tall observation tower destination combining viewing with adjacent entertainment.

Broad incumbents

• Eiffel Tower: Iconic global observation monument offering multiple viewing levels with panoramic city views, ticketed entry, and extensive gift shop/event hire operations. Comparable premium observation experience at a larger international scale; benchmark for iconic landmark economics.

Emerging players

• Battersea Power Station Lift 109: Newly opened (2022) panoramic lift experience inside the redeveloped Battersea Power Station chimney offering London skyline views. Recent direct competitor targeting the same tourist and event-hire audience, demonstrating new supply entering the London viewing market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ZipWorldLondon
• Instagraminstagram.com/zip_world_london
• Xx.com/amorbit
• LinkedInlinkedin.com/company/arcelormittal-orbit

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ArcelorMittal Orbit