Mr. Heatherwick's design is bigger but more streamlined than its clunky predecessor, with curved edges and zigzagged windows cutting through its redshell.
The wheel is basking in a bright red glow while the Shell Centre has also been transformed with images of red poppies tumbling down the side of the building.
There are other cases on the horizon too, the Transform Shell and Flip Shell, which feature build in kickstands and basic protection in standard black or bright red.