DC Casebook: Advertisements - Advert judged to harm square's style

The retention of a multi-media display screen that would include moving images in London's Leicester Square has been rejected on the grounds of harm to amenity.

Consent had been granted for three years in 2000 for the screen, which showed public art, but it was still in place. The structure was 12m by 6m and was sited 7.5m above ground level on an art deco building at the corner of the square, crossing its architectural features.

The inspector observed that the screen did not accord with development plan policy, which stipulated that consent would not normally be granted for high-level signs. In addition, supplementary planning guidance indicated that moving advertisements would not normally be allowed and sought to restrict large-scale displays to cinema frontages.

The inspector recognised that the square was a vibrant 24-hour centre. She noted that an action plan aimed to transform it into an attractive, clean and secure landmark. She decided that the display would be uncharacteristic and would harm its amenity.

DCS Number 100-064-534

Inspector Elizabeth Fieldhouse; Hearing


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