Second Floor 28 - 29 Gerrard Street London W1D 6JW Data via plota.co.uk

26/05145/ADV - Advert Application (ADV) Approved
Signs & adverts

Proposal

Display of an non illuminated projecting sign measuring 1.47m X 0.6m Data via plota.co.uk

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View original council record ↗Last checked

Application progress

✓
Received
30 Jul 2026
✓
Approved
13 Aug 2026

Approved on 13 Aug 2026 · Delegated Decision · Last checked 19 Aug 2026

Documents 9

Decision & officer reports 2

PDF GRANT OF ADVERT CONSENT [PE] Decision Notice · 13 Aug 2026 View ↗ PDF DELEGATED REPORT Report · 13 Aug 2026 View ↗

Plans & drawings 2

PDF PROPOSED FRONT ELEVATION AND SECTIONS Drawing · 30 Jul 2026 View ↗ PDF EXISTING FRONT ELEVATION AND LOCATION Drawing · 30 Jul 2026 View ↗

Application forms 2

PDF APPLICATIONFORMREDACTED Application Form · 30 Jul 2026 View ↗ PDF FEECALCULATION Background Papers · 30 Jul 2026 View ↗

Other documents 3

PDF ACK-GENERAL LETTER (G/P/C) Background Papers · 11 Aug 2026 View ↗ PDF RECEIPT OF APPLICATION Other · 4 Aug 2026 View ↗ PDF ATTACHMENTSUMMARY Background Papers · 30 Jul 2026 View ↗

All documents on the council site ↗

Licence at this address

  • Licence Golden Dragon Restaurant Premises licence · in force since 4 Apr 2007 · elsewhere in the building Hours not given on the register

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

Site constraints 11

Chinatown 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 Named permitted development rights are withdrawn here.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. Also in the corridor of 2B.1 Parliament Hill oak tree to the Palace of Westminster.
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.
41 listed buildings within 150 m
Nearest: 30, Gerrard Street W1, Grade II, 7 m away · 2 Grade II*, 39 Grade II
The site itself is not listed. 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 all 41 with distances
Historic England ↗
National infrastructure project 520 m away: Thames Tideway Tunnel
The site is 520 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, 45 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 area218 m² (2,347 sq ft)
Energy ratingC (asset rating 71)
UseB1 Offices and Workshop businesses
HeatingAir Conditioning

From the energy performance certificate lodged in February 2013, 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 6JW
Received
30 Jul 2026
Validated
30 Jul 2026
Ward
St James's
Case officer
Show
Target decision
24 Sept 2026
Decision
Application Permitted
Decision date
13 Aug 2026
Decision level
Delegated Decision
Applicant
Show
Agent
Man & Man Planning and Construction Compliance Ltd
Freehold owner
Show

How this decision compares

Decided in 14 days from validation, 26 days faster than Westminster's median of 40 for signs and adverts. Approved, as 83% of signs and adverts here are.

69%decided within 8 weeks
83%approved
1,132decided 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 19 Aug 2026

Read the comments on the council site ↗

Consultation & key dates

Alt. reference
PP-15121134
Planning Portal ref
PP-15121134
Env. assessment
No

Historical activity at this location

25 nearby applications on record - archival context, not part of the live application.

Within ~100m

Nearby activity

2025
3 Macclesfield Street London W1D 6AU
Triple/alternative use of the first floor of 3 and 4 Macclesfield Street for either Resid…
25/08139/FULL
2025
12 Macclesfield Street London W1D 5BP
Dual / alternative use of the second and third floors for either residential (Class C3) u…
25/08137/FULL
2025
Basement And Ground Floor Astoria House 62 Shaftesbury Avenue London W1D 6LT
Installation of mechanical plant associated with restaurant use.
25/07654/FULL
2025
33 - 37 Wardour Street London W1D 6PT
Display of internally illuminated projecting sign measuring 0.95m X 0.7m, 0.5m X 1.25m, i…
25/07568/ADV
2025 Withdrawn
18 Rupert Street London W1D 6DD
Retention of extract ductwork and air-conditioning condenser unit at rear.
25/06080/FULL
2025
W London Leicester Square 10 Wardour Street London W1D 6QF
Variation of Condition 6 of planning permission dated 27th September 2023 (RN 23/05024/FU…
25/07318/FULL
2025 Approved
33 - 37 Wardour Street London W1D 6PT
Alterations to the Wardour Street frontage including the installation of a replacement sh…
25/05329/FULL
2025
90 - 92 Shaftesbury Avenue London W1D 5EA
Display of one externally illuminated entrance sign measuring 0.133m x 0.586m and one int…
25/07006/ADV
2025
90 - 92 Shaftesbury Avenue London W1D 5EA
Alterations to shopfront including replacement glazing; installation of new entrance door…
25/07005/FULL
2025
12 Macclesfield Street London W1D 5BP
Alterations to the existing kitchen extract at the rear of the property and installation…
25/06634/FULL
2025
32 Wardour Street London W1D 6JJ
Installation of a new shopfront and associated external works including step lighting (si…
25/06591/FULL
2025
32 Wardour Street London W1D 6JJ
Display of three halo illuminated fascia signs measuring 4.30m x 0.40m, 3.20m x 0.30m and…
25/06592/ADV
2025
98 Shaftesbury Avenue London W1D 5EB
Display of internal illuminated projecting sign measuring 0.64m X 0.64m
25/06599/ADV
2025 Approved
98 Shaftesbury Avenue London W1D 5EB
Installation of two new air vent grilles in shopfront stallriser.
25/05047/FULL
2025 Approved
Basement And Ground Floor Astoria House 62 Shaftesbury Avenue London W1D 6LT
Display of an internally illuminated fascia sign measuring 2995mm x 800mm, three halo ill…
25/05987/ADV
2025 Refused
98 Shaftesbury Avenue London W1D 5EB
Display of one internally illuminated projecting sign measuring 0.7m x 0.7m. [Split Decis…
25/04772/ADV
2025 Approved
39 Gerrard Street London W1D 5QD
The installation of new air bricks to the rear elevation, installation of a sprinkler sys…
25/03800/LBC
2025 Approved
39 Gerrard Street London W1D 5QD
Continued triple / alternative use of the 2nd floor as either a restaurant Class E (b), o…
25/03799/FULL
2025 Refused
32 Wardour Street London W1D 6JJ
Installation of a new shopfront and associated external works including external lighting…
25/04326/FULL
2025 Approved
98 Shaftesbury Avenue London W1D 5EB
Display of one internally illuminated fascia sign measuring 870m x 2590m [Split decision]
25/05177/ADV
2022
30 Rupert Street London W1D 6DL
Shopfront alterations (Linked with 22/01909/ADV)
22/01632/FULL
2021 Approved
78 Shaftesbury Avenue London W1D 6NE
Installation of a new shopfront.
21/08832/FULL
2021 Refused
4 Leicester Street London WC2H 7BL
Use of the public highway for the placing of 16 tables and 23 chairs, 10 fabric barriers…
21/06758/TCH
2022 Approved
Ground Floor 65 Shaftesbury Avenue London W1D 6LD
Display of an internally illuminated (letters only) fascia measuring 3.70m x 3.24m and an…
22/00637/ADV
2021 Approved
32 Gerrard Street London W1D 6JA
Use of basement and ground floors as Adult Gaming Centre (Sui Generis).
21/04145/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

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.

Freehold owner: Information produced by HM Land Registry. © Crown copyright 2026. Source: HM Land Registry, UK and overseas companies that own property in England and Wales, September 2026 release.