The illusion was created as part of a guerrilla advertising campaign by Alton Towers Resort to promote their new Nemesis Sub-Terra ride, which is an underground journey through a network of caves.
The lift has invited screams from shocked shoppers and the promoters are hoping to translate the same idea of having to ‘hang on to their lives’ into their ride.
"When creating the illusion inside the lift we considered some our most common fears including heights, darkness and claustrophobia that are also a core part of the new attraction," said spokeswoman Katherine Duckworth.
[via My Modern Metropolis]
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