US magician and illusionist David Blaine took a rather unusual route of self-publicity with a controlled stunt on the BA London Eye on 28 August to promote his next event – being suspended over the River Thames for 44 days.

The 30 year-old performance artist, whose previous stunts have included Frozen In Time, where he was encased in six tons of ice for three days, stood on top of one of the London Eye’s capsules and reached the full 443ft height of the Ferris wheel.

Blaine remained on the Eye for just over an hour, with a safety harness attached to his right leg.

Beginning on 5 September, a crane will suspend the magician in a clear Plexiglas case 40ft above the Thames river in London, where he intends to remain for 44 days. There will be no food, only water from a tube to drink and a waste tube that he can urinate in.

It will also be the first time that Blaine has attempted a major stunt outside of America.

A spokesperson for Sky said: “David is one of the world’s greatest performers – the eyes of the world will be trained on London as he attempts this extraordinary feat. This event is expected to receive global interest and will undoubtedly be a major attraction to London.”

David Blaine said: “We are capable of infinitely more than we believe. We are stronger and more resourceful than we know, and we can endure much more than we think we can.

“My next performance will demonstrate these ideas through the most extreme exercise in isolation and physical deprivation ever attempted. There will be no trickery and no means of escape.” Details: www.channel4.com/davidblaine