Three temporary banner advertisements at 30-33 Sloane Street, Chelsea, London SW1X

What was proposed

Three temporary, non-illuminated banner advertisements were proposed on the side, corner and frontage of the building for twelve months.

“/CA/25/05147:1 THE ROYAL BOROUGH OF KENSINGTON AND CHELSEA PLANNING APPLICATIONS COMMITTEE 04/11/2025 REPORT BY THE DIRECTOR, PLANNING AND PLACE Application: CA/25/05147 Agenda Item: S107 Address:30-33 Sloane Street, LONDON, SW1X 9NE Proposal: Installation of 3no. temporary non-illuminated banner advertisement displays to side, corner and frontage of nos. 30-33 Sloane Street.”

“/CA/25/05147:2 4.The proposal and any relevant planning history 4.1Control of advertising consent is sought for a twelve-month temporary period for non-illuminated advertisements on an existing shroud which incorporates a 1:1 replication of the building’s facades at first to third floor levels. 4.2The advertisements would consist of three banner signs to be displayed on the frontage of the building.”

Officer report

The site and surroundings

The four-storey building is at the corner of Sloane Street and Hans Crescent within the Hans Town Conservation Area and is being developed.

“3.The site and its surroundings 3.130-33 Sloane Street is a four-storey, stone-clad building last used as retail units at ground and first floor and offices on the second and third floor, situated on the western side of the road at the corner with Hans Crescent. The application site is located within the Hans Town Conservation area.”

Officer report

Planning history

Earlier permissions allowed redevelopment involving façade retention, a new five-storey building and related works, followed by mainly internal amendments.

“4.4The relevant planning history is set out below: ReferenceDescriptionDecision PP/22/06706 Partial demolition of 30-33 Sloane Street, retention of façade and erection of a 5-storey building of Class E (commercial, business and service) including installation of shopfronts. Total demolition of no. 2 Hans Crescent and erection of replacement building to provide Class E floorspace including a rooftop terrace. Reconfiguration and extension of ground floor of no.”

“Provision of substation in basement of no. 4 Hans Crescent and provision of facilities. (MAJOR APPLICATION)) for primarily internal alterations, with some small-scale external alterations including: Basement layout adjustments for improved circulation; ground floor retail unit modifications for enhanced accessibility; office lift lobby reconfiguration; introduction of additional WC/shower facilities; revised smoke extract and dry riser locations; and railing added to outside…”

Officer report

Why officers recommended approval

The banners would cover a small part of the existing shroud, remain for twelve months, and avoid harm to visual amenity or highway safety.

“/CA/25/05147:4 6.3However, 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’.”

“The shroud with the advertisements would not result in a medium or long term alteration to the building which could then potentially become harmful. 6.6The banner advertisements would cover 11% of the buildings’ scaffolding shroud, associated with its ongoing building works and would be in place for a duration of twelve-months.”

Officer report

Consultation responses

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

“/CA/25/05147:5 8.Consultations carried out Comments from interested parties 8.1No public consultation is undertaken for Advertisement Consent applications. The three ward Councillors were notified. Other consultees and organisations ConsulteeComment Where in the report this is considered Director of Transportation and Highways No objections raised.Paragraph 6.7 9.Recommended conditions if the application is granted.”

Officer report

Who spoke

There were no speakers for this item.

The committee vote

The committee unanimously approved advertising consent with the conditions recommended by officers.

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

Minutes