Scaffold shroud advertisement at 15 Gloucester Road, Kensington, London SW7

What was proposed

A temporary scaffold shroud would reproduce the building façades and include two externally lit advertising areas on the south and west elevations.

“CA/26/00435 Agenda Item: S020 Address:15 Gloucester Road, LONDON, SW7 4PP Proposal: Temporary decorative scaffold shroud screen advertisement comprising a 1:1 image of the south and west building facades with two externally lit inset advertising areas measuring 5.47m x 8m and 5.11m x 8m respectively on the south and west elevations.”

“/CA/26/00435:2 corner of Queen’s Gate Terrace. 3.2The building is Grade II Listed, with the listing notice referencing the intricate detail of the façade. It was originally a pair of houses facing Queens Gate Terrace before being converted for commercial use as a restaurant (Da Mario) and offices. The site adjoins a terrace of Grade II Listed buildings along Queens Gate Terrace.”

Officer report

Earlier applications

Earlier consents allowed similar temporary advertising, while other applications concerned renovation and façade repairs following an enforcement notice.

“4.2The proposed shroud would cover the facades of the upper floors of the building which sit prominently located on the entirety of the buildings’ western elevation, fronting Gloucester Road, and approximately half of its southern elevation, fronting Queen’s Gate Terrace. An advert is proposed across the second and third floor levels and would wrap around the corner of the building at a minimum height of 8.6m above street level.”

“Granted 07/11/2025 LB/25/04423 Repairs to the façades of 15 Gloucester Road and 58 Queen's Gate Terrace following enforcement notice reference ENF/23/00864 Granted 14/10/2026 5.Main policies and strategies relevant to the decision The development plan…”

Officer report

What officers recommended

Officers recommended granting advertisement consent because the temporary proposal would preserve the streetscape and avoid harm to visual amenity, highway safety and residential amenity.

“/CA/26/00435:5 no conflict with TR4(B). Condition 7 is attached to control the level of illuminance to minimise any impact to residential amenity and road safety. Issues and balancing 6.13The proposed shroud or advert, given its temporary nature and location would be appropriate in the wider streetscape and would not harm the visual amenity in the area.”

Officer report

Consultation responses

The Director of Transportation and Highways raised no objection, and no public consultation was undertaken for the advertisement consent application.

“6.15Considerable importance and weight has been attached to and special attention has been paid to the desirability of preserving or enhancing the character or appearance of the conservation area, under s.72 and to the need for special regard to the desirability of preserving the building or its setting or any features of special architectural or historic interest which it possesses, under s.16 and s.66 of the Planning (Listed Buildings and Conservation Areas) Act 1990, as…”

“The application seeks consent for the temporary use of a shroud. While multiple applications have been submitted in relation to the site, the proposal continues to fall within the definition of a temporary shroud arrangement. There is no specific planning legislation that prescribes a maximum duration for the retention of a shroud. Comments from consultees Director of Transportation No Objection.6.10-6.11”

Officer report

Who spoke

A person addressed the committee in objection, while the applicant’s agent and architect spoke in support.

The committee vote

The committee unanimously resolved to grant advertising consent, subject to a revised temporary-period condition and the report’s other conditions.

“Resolved unanimously: that advertising consent be granted, subject to revised condition 6 (reducing temporary period from 6 months to 3 months), and the conditions at section 9 of the officer report.”

Minutes

Conditions of consent

The consent included conditions covering maintenance, safety, removal, highway visibility, the temporary period, brightness, intermittent lighting and illumination hours.

“5.No advertisement shall be sited or displayed so as to obscure, or hinder the ready interpretation of, any road traffic sign, railway signal or aid to navigation by water or air, or so as otherwise to render hazardous the use of any highway, railway, waterway or aerodrome (civil or military). Reason -As required by the Town and Country Planning (Control of Advertisements) (England) Regulations 2007.”

“/CA/26/00435:7 shall not exceed 280 candelas per square metre. Reason – To accord with policy TR4, CD14 and GB10 of theLocal Plan 2024 as an advertisement of greater brightness would be unduly obtrusive and would be detrimental to the amenity of the area. 8.Not intermittent The illumination of the advertisement(s) shall not at any time be intermittent.”

Officer report