Scaffold shroud advertisement at 37-42 Sloane Street, Chelsea, London SW1X

What was proposed

A temporary non-illuminated advertising banner would be integrated into a printed scaffold shroud showing the building façade.

“CA/26/01570 Agenda Item: S025 Address:37-42 Sloane Street, LONDON, SW1X 9LP Proposal: Installation of one non-illuminated advertising banner on scaffolding shroud to front elevation Applicant: [the applicant]: MrRobinson Westbrook Services Limited Properties notified:Objections:Support:Comments:Petition: 0 Conservation area:Hans Town 1.Summary 1.1 The proposed shroud, given its temporary nature and location would be appropriate in the wider streetscape and would not harm the…”

“4.The proposal and any relevant planning history 4.1Advertisement consent is sought for a temporary printed scaffold shroud displaying a 1:1 image of the building façade, with an integrated advertisement area for the ground-floor retailer, Giorgio Armani. The shroud would be fixed to the scaffold framework and would replace the plain protective scaffold covering currently in place.”

Officer report

The site and surroundings

The building is on a busy commercial and retail section of Sloane Street within the Hans Town Conservation Area.

“3.The site and its surroundings 3.1 The proposal site comprises 37–42 Sloane Street, London SW1X 9LP. The application relates to the temporary scaffold shroud erected around the building on the west side of Sloane Street. The building is located within an established commercial and retail frontage in Knightsbridge, characterised by high-quality shopfronts, commercial activity at ground-floor level and upper-floor accommodation.”

“/CA/26/01570:2 3.2The site is located within the Hans Town Conservation Area. The building is not listed but is identified as making a positive contribution to the Conservation Area. The wider townscape in this part of Sloane Street is characterised by a varied historic commercial frontage, where façade quality and coherent street enclosure are important elements of the street scene.”

Officer report

Who spoke

There were no speakers for this item.

The committee vote

Members unanimously voted to grant advertising consent with the recommended conditions.

“Resolved unanimously: that advertising consent be granted with the conditions at section 8 of the officer report.”

Minutes