31 Coventry Street London W1D 6AS Data via plota.co.uk

26/04307/ADV - Advert Application (ADV) Refused
Signs & adverts

Proposal

Display of a building replica shroud advert attached to the scaffolding measuring 19.3m x 60.9m with an externally illuminated insert advertising banner measuring 10m x 20.3m on the corner elevation of Coventry Street and Whitcomb Street for a temporary period from 1st September 2026 until 1st September 2027. Data via plota.co.uk

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View original council record ↗Last checked

Application progress

✓
Received
30 Jun 2026
✗
Refused
17 Sept 2026
Appeal
Not lodged

Refused on 17 Sept 2026 · Delegated Decision · Last checked 18 Sept 2026

Documents 7

Decision & officer reports 1

PDF DELEGATED REPORT Report · 18 Sept 2026 View ↗

Statements & assessments 1

PDF PLANNING STATEMENT Planning Statement · 30 Jun 2026 View ↗

Plans & drawings 1

PDF DRAWINGS Drawing · 30 Jun 2026 View ↗

Application forms 1

PDF APPLICATIONFORMREDACTED Application Form · 30 Jun 2026 View ↗

Other documents 3

PDF ACK-GENERAL LETTER (G/P/C) Background Papers · 15 Jul 2026 View ↗ PDF RECEIPT OF APPLICATION Other · 1 Jul 2026 View ↗ PDF COVERING LETTER Background Papers · 30 Jun 2026 View ↗

All documents on the council site ↗

Licence at this address

  • Licence Prince Of Wales Theatre Premises licence · in force since 30 Nov 2006 Hours not given on the register
    Food hygiene rating: 5 (Very good)Inspected 24 Jan 2025

Licensed hours are what the licence permits, not opening times.

Site constraints 11

Grade II listed: Prince of Wales Theatre
List entry 1386535 · The pin is inside its outline · 31 more listed buildings within 150 m (2 Grade I, 3 Grade II*, 26 Grade II)
Listed building consent is needed for work that affects the special interest of a listed building, inside or out, on top of planning permission. Setting can be a consideration for buildings nearby; there is no fixed radius.
Show the other 31 with distances
Historic England ↗
Leicester Square conservation area
Demolition needs planning permission and permitted development is restricted.
The council must give weight to preserving or enhancing the area's character and appearance. Not every council has published its boundaries as open data.
Council document ↗
2 Article 4 directions
Article 4 Basement Development Permitted Rights Removed · Article 4 Direction Class E To C3 In Central Activities Zone. Named permitted development rights are withdrawn here.
An Article 4 direction withdraws particular permitted development rights, so work that would normally need no application needs one here. Not every council has published its directions.
Protected view corridor: 2A.2 Parliament Hill summit to the Palace of Westminster
Inside the landmark viewing corridor of a protected vista. A building that rises above the corridor's threshold height should be refused. How high that is depends on where along the view the site is.
The London Plan (policy HC4) designates strategic views, and the Mayor's London View Management Framework (March 2012) gives 13 of them a protected vista toward St Paul's Cathedral, the Palace of Westminster or the Tower of London. A vista has a threshold height that rises or falls with the line of sight. In the landmark viewing corridor, a building above it would harm the view and should be refused. In the wider setting consultation area around the corridor, a building above it is referred for consultation and its effect on the view is judged. The threshold changes along each view and is set out in the framework. A revised framework is out for consultation until 4 December 2026 and is not yet in force.
London View Management Framework ↗
Archaeological priority area: City of Westminster APA 1.2
An assessment or field evaluation may be asked for before ground works.
The council or Historic England considers archaeology likely here. A desk-based assessment, and sometimes trial trenching, can be asked for with the application.
Air quality management area: Westminster AQMA
The council has declared the area as failing an air quality objective.
Schemes that add traffic, parking or combustion plant are assessed against the area's action plan and may need an air quality assessment.
Council record ↗
Town centre: West End
A designated centre in the London Plan.
Shops, services and active frontages are protected in centres, and main town centre uses are steered here first.
National infrastructure project 414 m away: Thames Tideway Tunnel
The site is 414 m from the project boundary. Waste water treatment, decided. The project page says whether consent was granted. Also within 2 km: London Strategic Heat Main Project (at pre-application, 12 m).
Nationally significant infrastructure projects (power stations, electricity lines, pipelines, major roads and railways, harbours, airports and reservoirs) are consented by a Secretary of State under the Planning Act 2008, after an examination by the Planning Inspectorate, rather than by the council. The boundary is the one the Inspectorate consults on and can change as the scheme does. Projects are shown within 2 km of the site.
Planning Inspectorate project page ↗
Central activities zone
The core of central London in the London Plan.
Offices, culture and the other strategic functions of the centre take priority over new housing here.
Also on the record
Inside the City of Westminster built-up area; Public transport access: PTAL 6b (excellent), TfL 2023, for the 100 m square.
Not affected
Outside flood zones 2 and 3 · Not green belt · No scheduled monument at the site

Checked on 6 October 2026. Historic England, the Environment Agency, Natural England, the Planning Inspectorate, Transport for London (public transport access levels, Powered by TfL Open Data, OGL v3.0, contains OS data © Crown copyright and database right 2025) and council datasets, Open Government Licence. A boundary can run through a site and the council holds the definitive record: confirm with the council before relying on this.

Building

Floor area34 m² (366 sq ft)
Energy ratingB (asset rating 46)
UseRestaurants and Cafes/Drinking Establishments/Takeaways
HeatingHeating and Natural Ventilation

From the energy performance certificate lodged in June 2025, the latest held for this property. The building may have changed since. View the certificate

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Important details

Council
Westminster
Application type
Advert Application (ADV)
Postcode
W1D 6AS
Received
30 Jun 2026
Validated
30 Jun 2026
Ward
St James's
Case officer
Show
Target decision
25 Aug 2026
Decision
Non-det - Refusal recommended
Decision date
17 Sept 2026
Decision level
Delegated Decision
Agent
Metropolis Planning

How this decision compares

Decided in 79 days from validation, 38 days slower than Westminster's median of 41 for signs and adverts. Refused, as 17% of signs and adverts here are.

68%decided within 8 weeks
83%approved
1,081decided in the last year

Plota live figures for signs and adverts decided by Westminster in the last twelve months, from validation. Westminster decision record →

Public comments

No public comments yet.

Last counted 18 Sept 2026

Read the comments on the council site ↗

Consultation & key dates

Alt. reference
PP-15017479
Planning Portal ref
PP-15017479
Env. assessment
No

Historical activity at this location

37 previous applications on record - archival context, not part of the live application.

This property

Previous applications at this address

2025
Installation of a new glazed shopfront.
25/06238/FULL
2024
Alterations to shopfront including installation of retractable awning blind oversailing t…
24/08223/FULL
2024
Alterations to frontage and interior of existing kiosk retail unit at 31 Coventry Street…
24/03001/FULL
2021 Approved
Replacement of rooftop air conditioning unit, extension of existing high level fall-restr…
21/01013/LBC
2021 Approved
Replacement of rooftop air conditioning unit, extension of existing high level fall-restr…
21/01012/FULL
2020 Approved
Targeted opening-up works to external facades to include temporary removal and refitting…
20/02890/LBC
2018 Approved
Details of photographic report on cleaning sample pursuant to condition 3 of listed build…
18/06215/ADLBC
2018 Approved
Facade cleaning to the Coventry and Oxenden Street artificial stone elevations and associ…
18/03904/LBC
2017 Approved
Alterations to existing external staircase cover and to skylight, and internal alterations
17/06172/LBC
2017 Approved
Alterations to existing external staircase cover and alterations to skylight.
17/06171/FULL
2016 Approved
Installation of roof ductwork and alterations to auditorium ventilation.
16/08241/LBC
2016 Approved
Installation of roof ductwork.
16/08237/FULL
Within ~100m

Nearby activity

2025
36 Coventry Street London W1D 6BX
Display of non illuminated fascia sign measuring 3m X 0.8m, non illuminated projecting si…
25/07779/ADV
2025 Approved
33 Haymarket London
Installation of signage and painting shopfront.
25/05509/LBC
2025 Approved
33 Haymarket London
Display of an externally illuminated fascia sign measuring 2.5m x 0.3m and an externally…
25/05535/ADV
2025 Approved
Thistle Hotel 39 Coventry Street London W1D 6BZ
The proposed upgrade of an existing telecommunications base station installation comprisi…
25/07208/TELNOT
2025
7 - 14 Coventry Street London W1D 7DH
Regulation 5 Notice of Intention to Install Fixed Line Broadband Apparatus to a Listed Bu…
25/07613/TELNOT
2025 Approved
Trocadero 13 Coventry Street London W1D 7DH
Internal and external alterations to facilitate use as casino at part basement, part grou…
25/02802/FULL
2025 Approved
Trocadero 13 Coventry Street London W1D 7DH
Internal and external alterations to facilitate use as casino at part basement, part grou…
25/02803/LBC
2025
18 - 21 Haymarket London SW1Y 4DQ
Display of 9x shop window vinyls each measuring 4.00m x 4.30m and 1x vinyl measuring 3.60…
25/06618/ADV
2025 Approved
48 Leicester Square London WC2H 7LU
Variation of condition 5 of planning permission dated 08 September 2023 (RN: 23/05217/FUL…
25/05456/FULL
2025
37 - 38 Coventry Street London W1D 6BY
Display of two internally illuminated fascia signs both measuring 3m x 1.25m, one project…
25/06543/ADV
2025 Approved
32 Coventry Street London W1D 6BR
Display of six externally illuminated star nets along Coventry street measuring 0.75m x 1…
25/04542/ADV
2025 Refused
37 - 38 Coventry Street London W1D 6BY
Display of two internally illuminated fascia signs measuring 1.35m x 3m, two non illumina…
25/03933/ADV
2025 Approved
19A Rupert Street London W1D 6DF
Display of externally illuminated fascia sign measuring 3.84m X 0.6m, non illuminated han…
25/04717/ADV
2025 Refused
Clareville House 47 Whitcomb Street London WC2H 7DH
Alterations to existing ground floor window on Whitcomb Street/Whitcomb Court corner elev…
25/02983/FULL
2025 Refused
Clareville House 47 Whitcomb Street London WC2H 7DH
Alterations to existing ground floor window on Whitcomb Street/Whitcomb Court corner elev…
25/02984/LBC
2025 Approved
Clareville House 26 - 27 Oxendon Street London SW1Y 4EP
Internal alterations at fourth floor level including internal installation of office part…
25/04907/LBC
2025
Pitch 1696 Wardour Street London
Display of a digital LED sreen onto north facing end wall of the kiosk at Pitch 1696 meas…
25/05306/ADV
2025 Refused
Haymarket House 28 - 29 Haymarket London SW1Y 4SP
Display of two externally illuminated static banner advertisements, set within a replica…
25/04023/ADV
2025
The Londoner Hotel 38 Leicester Square London WC2H 7DX
Display of a Turtle Sculpture on utside the main entrance to The Londoner Hotel on Leices…
25/03566/ADV
2025
33 Haymarket London
Display of externally illuminated fascia and projecting signs measuring 2.50m x 0.30m and…
25/03546/ADV
2020 Refused
30 - 31 Haymarket London SW1Y 4EX
Display of two internally illuminated fascia signs measuring 0.58m x 3.4m and 2.75m x 3.4…
20/01316/ADV
2020 Approved
Hobhouse Court London
Ventilation duct work within the basement vaults.
20/00833/LBC
2020 Approved
33 Coventry Street London W1D 6BS
Display of one internally illuminated fascia sign measuring 0.34m x 2.0m, one internally…
20/00797/ADV
2020 Approved
33 Coventry Street London W1D 6BS
Installation of white tiles at fascia level
20/00796/FULL
2020 Approved
26 Haymarket London SW1Y 4SP
Variation of Condition 5 of planning permission dated 20 February 2018 (RN: 18/00092/FULL…
20/00271/FULL
Westminster
Planning Authority Score
3.5/10
Below average
#221 of 296 councils
Relevant to this application:
Other decisions

Westminster is slower than most councils at deciding householder applications, ranking #258 out of 296. Only 28% of applications have the time limit extended, well below the 41% national average - the council usually decides on time. Westminster is also one of the strictest councils - it refuses more householder applications than almost any other, with only 81% approved vs 90% nationally.

One of the strictest councils
only 81% approved vs 90% nationally
These figures are council-wide context, not a prediction for this application. View full council performance
Westminster decision statistics
Based on MHCLG data, the year to March 2026
86%
Overall approval rate
Below avg (87%) #201 of 296
81%
Householder approved
Below avg (90%) #277 of 296
44%
Decided in 8 weeks
Below avg (63%) #258 of 296
28%
Extended time limit
Below avg (41%) #46 of 296
83%
Minor dwellings approved
12 decided (1-9 homes)
67%
Major dwellings approved
3 decided (10+ homes)
81%
Change of use approved
133 decided
4,602
Total decisions
648 refused in the year to March 2026
Source: MHCLG planning statistics · See full council rankings

Freehold boundary: © Crown copyright and database rights 2026, HM Land Registry. Polygons © Crown copyright and database rights 2026 Ordnance Survey 100026316. Conditions of use

Energy performance: Energy performance certificates from the Energy Performance of Buildings Register, Ministry of Housing, Communities and Local Government. Contains public sector information licensed under the Open Government Licence v3.0. © Crown copyright 2026.