Illuminated scaffold advertisement at 350-352A King's Road, Chelsea, London SW3

What was proposed

The application sought an externally illuminated static advertisement within a scaffold shroud, measuring 15.2 metres by 6 metres for up to eight months.

“CA/26/01391 Agenda Item: S032 Address:350-352A King's Road, LONDON, SW3 5UU Proposal: Temporary display of an externally illuminated static advertisement measuring 15.2 metres by 6.0 metres, to be displayed for a maximum period of 8 months; advertisement integrated within scaffold shroud Applicant: [the applicant]: PaulO'Neill Metropolis Planning Properties notified:Objections:Support:Comments:Petition: 0 Listed building:Grade II Conservation area:Chelsea Park/Carlyle…”

“/CA/26/01391:2 4.The proposal and any relevant planning history 4.1Control of advertising consent is sought for the temporary display of a scaffold shroud displaying a 1:1 image of the existing building, with inset advertisements measuring 15.2m (w) x 6m (h) on the corner elevation. 4.2The proposed shroud would cover the facades of the upper floors of the building which sit prominently located on the elevations fronting onto Kings Road and Beaufort Street.”

Officer report

The site

The corner building is partly Grade II listed, directly adjoins another listed building and lies within the Chelsea Park/Carlyle Conservation Area.

“3.2Part of the building is Grade II Listed and directly abuts Mulberry Court with is a Grade II listed building. 3.3The site is located in the Chelsea Park/Carlyle Conservation Area.”

Officer report

Main planning issues

The assessment focused on visual amenity and highway safety, including the effect of the shroud on the listed building and conservation area.

“/CA/26/01391:3 ·Conservation Area Proposal Statements and Conservation Area Appraisals: https://www.rbkc.gov.uk/planning-and-building-control/heritage-and-conservation/conse rvation-areas/conservation-area ·Other documents: https://www.rbkc.gov.uk/planning-and-building-control/planning-policy/supplementary-pl anning-documents-and-guidance 6.Evaluation 6.1 The application seeks consent for thetemporary display of the advertisement within the building shroud.”

“/CA/26/01391:4 6.9On the basis of the above, the temporary nature of the proposals means the advertisements would not result in material harm to the visual amenity of the Listed Building or the wider Conservation Area, and the proposals would comply with policies CD3, CD4, TR4 and CD15 of the Local Plan 2024 and would be acceptable.”

Officer report

Consultation responses

The Director of Transportation and Highways raised no objection, and there was no statutory requirement for public consultation.

“/CA/26/01391:5 8.Consultations carried out 8.1There is no statutory requirements to carry out a public consultation for this type of application. Comments from consultees Director of Transportation and Highways No Objection.6.10-6.12 9.Recommended conditions if the application is granted 1.Any advertisements displayed, and any site used for the display of advertisements, shall be maintained in a clean and tidy condition to the reasonable satisfaction of the local planning…”

Officer report

Who spoke

There were no speakers for this item.

The committee’s decision

The committee unanimously granted advertising consent with the conditions set out in section 9 of the officer report.

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

Minutes