Temporary scaffold advertising at Park International Hotel, Kensington, London SW7

What was proposed

Temporary consent was sought for a printed scaffold cover with a replica façade image and an inset advertisement during building works.

“CA/26/00288 Agenda Item: S021 Address:Park International Hotel, 117-129 Cromwell Road, LONDON, SW7 4DS Proposal: Consent to display temporary printed scaffold cover, 26.7m wide x 11m high, comprising of 1:1 replica image of façade with inset for advertising during building works.”

“/CA/26/00288:2 4.The proposal and any relevant planning history 4.1Control of advertising consent is sought for a printed PVC scaffold shroud displaying a 1:1 image of the existing building, with an inset advertisement measuring 27.6m (w) × 11m (h) on the Cromwell Road (west-facing) elevation. The total advertising area is 303.6sqm, positioned within the full-height scaffold shroud that covers the entire 60-metre frontage of the building during refurbishment works.”

Officer report

The site and surroundings

The hotel occupies a wide Cromwell Road frontage, is due to reopen after refurbishment, and lies beside the Courtfield conservation area.

“3.The site and its surroundings 3.1 The site comprises the Park International Hotel which occupies 117-129 Cromwell Road extending across a 60 metre width of frontage to Cromwell Road up to corner of the side road Courtfield Gardens. 3.2The building is not listed and is a hotel which is planned to reopen in spring 2027 due to refurbishments. 3.3Cromwell Road is a busy carriageway both day and night leading into central London.”

Officer report

Earlier planning history

Earlier works at the hotel, including roof terraces, balustrades, windows, doors, plant and acoustic screening, were granted consent in March 2026.

“Addition of balustrades to 1no existing roof terrace. Alterations to existing windows. Creation doors to access roof terraces and roof-top plant area with acoustic screening. Blocking up 3no existing windows. Installation of: air source heat pump; plant and gates within existing plant areas on 1st and 3rd floors; inner acoustic screens.”

Officer report

Why officers supported it

The temporary shroud was considered suitable in the streetscape, with no material harm to visual amenity, highway safety or neighbouring residential amenity.

“In accordance with the Regulations, the decisive issues for this application are: iThe effect of the advertisement on the visual amenity of the area; and iiThe effect of signage on the highway and public safety. Visual Amenity 6.3The advertisement would be a printed PVC mesh scaffold shroud displaying a 1:1 image of the existing building, with inset advertisements measuring front elevation, and 27.6m x 11m portion of the southern elevation.”

“The shroud screens will be visible from all directions but will be primarily visible from those heading southbound on Cromwell Place into its junction with Harrington Road and Old Brompton Road. The adjacent highway network has a speed limit of 20mph, and the adjacent crossroads relatively uncomplex. No significant impacts on road safety are therefore forecast from the application of advertising onto the scaffold shroud.”

Officer report

Speakers at the meeting

There were no speakers for this item.

The committee decision

Members unanimously granted advertising consent subject to the conditions listed for the application.

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

Minutes