Illuminated scaffold shroud advertisement at 71 Gloucester Road, Kensington, London SW7

The site and surroundings

The four-storey building occupies a prominent commercial corner beside Gloucester Road Underground Station and within the Queen’s Gate Conservation Area.

“2.Reason for committee consideration · The Director considers it appropriate that the Committee determines the application. 3.The site and its surroundings 3.1 The application site comprises a four-storey building located at the prominent corner of 71 Gloucester Road wrapping around to 85 Cromwell Road, London SW7 4SS. Commercial uses occupy the ground floor, with surrounding properties also predominantly commercial…”

“/CA/26/00496:2 in nature. Gloucester Road Underground Station is located approximately 100 metres from the site. 3.2The site occupies a highly prominent corner position at the junction of Gloucester Road and Cromwell Road, with Cromwell Road forming part of the A4, a major route into and out of central London. The area is busy throughout the day and night and forms part of a designated neighbourhood shopping centre.”

Officer report

Why officers recommended approval

Officers considered the temporary shroud proportionate, visually coherent and safe, subject to controls on its illumination and duration.

“/CA/26/00496:4 6.5However, the National Planning Practice Guidance (NPPG) advises that “buildings which are being renovated or are undergoing major structural work and which have scaffolding or netting around them may be considered suitable as temporary sites for shroud advertisements or large ‘wrap’ advertisements covering the face, or part of the face, of the building’.”

“6.9Based on the above, the temporary nature of the proposals means the advertisements would not result in material harm to the visual amenity of the wider Queen’s Gate Conservation Area, and the proposals would comply with policies CD3, CD4, TR4 and CD15 of the Local Plan 2024 and would be acceptable. Highway and Public Safety 6.10The shroud would be visible from Gloucester Road and Cromwell Road but would be static and would not include moving or digital images.”

Officer report

Who spoke

There were no speakers for this item.

The committee vote

The committee unanimously agreed to grant advertising consent subject to the conditions in the officer report.

“Resolved unanimously: that advertising consent be granted subject to the conditions at section 9 of the officer report.”

Minutes