121 Long Acre London WC2E 9PA Data via plota.co.uk

25/05891/ADV - Advert Application (ADV) Approved
Signs & adverts

Proposal

Display of two internally (letters only) illuminated fascia sign measuring 0.48m x 3.275m, 0.31m x 2.1m and one internally illuminated projecting sign measuring 0.265m x 0.6m. Data via plota.co.uk

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View original council record ↗Last checked

Application progress

✓
Received
19 Aug 2025
✓
Approved
8 Sept 2025

Approved on 8 Sept 2025 · Delegated Decision · Last checked 1 Nov 2026

Documents 12

Decision & officer reports 2

PDF GRANT OF ADVERT CONSENT [PE] Decision Notice · 8 Sept 2025 View ↗ PDF DELEGATED REPORT Report · 8 Sept 2025 View ↗

Plans & drawings 6

PDF LOCATIONPLAN Drawing · 19 Aug 2025 View ↗ PDF EXISTING GA GRD FLOOR Drawing · 19 Aug 2025 View ↗ PDF PROPOSED GA GRD FLOOR PLAN Drawing · 19 Aug 2025 View ↗ PDF EXISTING SHOPFRONT Drawing · 19 Aug 2025 View ↗ PDF PROPOSED SHOPFRONT Drawing · 19 Aug 2025 View ↗ PDF PROPOSED SHOPFRONT SIGNAGE DETAILS Drawing · 19 Aug 2025 View ↗

Application forms 1

PDF APPLICATIONFORMREDACTED Application Form · 19 Aug 2025 View ↗

Other documents 3

PDF ACK-GENERAL LETTER (G/P/C) Background Papers · 5 Sept 2025 View ↗ PDF RECEIPT OF APPLICATION Other · 29 Aug 2025 View ↗ PDF SITELOCATION Background Papers · 19 Aug 2025 View ↗

All documents on the council site ↗

Site constraints 10

Covent Garden 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 Named permitted development rights are withdrawn here.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.
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 369 m away: Thames Tideway Tunnel
The site is 369 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, 95 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 ↗
63 listed buildings within 150 m
Nearest: 6 and 8, Mercer Street Wc2, Grade II, 11 m away · 1 Grade I, 2 Grade II*, 60 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 63 with distances
Historic England ↗
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 1 November 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.

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Important details

Council
Westminster
Application type
Advert Application (ADV)
Postcode
WC2E 9PA
Received
19 Aug 2025
Validated
19 Aug 2025
Ward
St James's
Case officer
Show
Target decision
14 Oct 2025
Decision
Application Permitted
Decision date
8 Sept 2025
Decision level
Delegated Decision
Applicant
Show
Agent
Seabrook Studio Ltd

How this decision compares

Decided in 20 days from validation, 22 days faster than Westminster's median of 42 for signs and adverts. Approved, as 83% of signs and adverts here are.

67%decided within 8 weeks
83%approved
1,207decided 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 1 Nov 2026

Read the comments on the council site ↗

Consultation & key dates

Alt. reference
PP-14266893
Planning Portal ref
PP-14266893
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
7A Langley Street London WC2H 9JA
Internal refurbishment and fit-out works to ground floor and first floor.
25/07893/LBC
2025 Approved
14 Floral Street London WC2E 9DH
Installation of replacement plant equipment at roof level of 14 Floral Street.
25/05445/FULL
2025 Approved
28 - 32 Shelton Street London WC2H 9JE
Display of wayfinding and signage scheme featuring illuminated brand elements, directiona…
25/05251/ADV
2025 Withdrawn
28 - 32 Shelton Street London WC2H 9JE
Display of illuminated clock feature (2500mm width), faux neon harp sign, suspended chain…
25/05254/ADV
2025
18 Mercer Street London WC2H 9QE
Display of non illuminated public painted mural art measuring 11.4m x 15.1m.
25/07429/ADV
2025
9 - 10 Floral Street London WC2E 9HW
Use of the building as commercial, business and service (Class E); external alternations…
25/07378/FULL
2025 Withdrawn
18 Mercer Street London WC2H 9QE
Display of painted mural public artwork measuring 11.4m x 17.1m for a five year period fr…
25/05620/ADV
2025
112 - 115 Long Acre London WC2E 9NT
Display of two internally illuminated projecting signs measuring 0.4m x 0.5m and two inte…
25/06893/ADV
2025
19 - 21 Long Acre London WC2E 9LD
Display of one internally illuminated fascia sign measuring 0.7m x 0.7m and one internall…
25/06739/ADV
2025
28 - 32 Shelton Street London WC2H 9JE
Installation of eight screen-printed mirrors/panels as public art on Mercers Walk East fa…
25/06439/FULL
2025 Approved
112 - 115 Long Acre London WC2E 9NT
Display of one non illuminated projecting sign measuring 0.4m x 0.5m to Langley Street an…
25/05150/ADV
2025
1 Neal Street London WC2H 9PU
Alterations to office entrance including installation of projecting canopy.
25/06156/FULL
2025
7A Langley Street London WC2H 9JA
Installation of service pipes and duct work, plant and associated step overs.
25/05880/FULL
2025
7A Langley Street London WC2H 9JA
Installation of service pipes and duct work, plant and associated step overs (Linked 25/0…
25/05881/LBC
2025 Refused
1 Neal Street London WC2H 9PU
Alterations to office entrance including installation of projecting canopy.
25/04285/FULL
2025 Approved
12 Langley Court London WC2E 9JY
Replacement of the existing Crittall windows with aluminium double glazed windows on the…
25/03876/FULL
2025 Approved
30 - 31 Long Acre London WC2E 9LA
Display of externally illuminated fascia sign measuring 600mm x 600 and externally illumi…
25/04179/ADV
2025 Approved
30 - 31 Long Acre London WC2E 9LA
Internal retail fit-out works and external signage.
25/04178/LBC
2025 Approved
112-115 Long Acre, London WC2E 9PA
not required - duplicate submission to 25/05150/ADV
25/05324/ADV
2025 Approved
130 Long Acre London WC2E 9AA
Display of two internally illuminated 'face-lit' fascia signs (one on Long Acre and one o…
25/03903/ADV
2022 Approved
James Street Covent Garden London
Display of externally illuminated temporary festive festoon lighting measuring 8.0m x 100…
22/04048/ADV
2022
First Floor 116 Long Acre London WC2E 9PA
Internal works in connection with use of first floor for residential purposes.
22/05326/LBC
2022
First Floor 116 Long Acre London WC2E 9PA
Use of first floor as residential.
22/05325/FULL
2022 Approved
30 - 31 Long Acre London WC2E 9LA
Internal works at ground and mezzanine levels, including new flooring, disabled wc and pa…
22/03709/LBC
2022
38 Long Acre London WC2E 9JT
Use of an area of the public highway for placing two tables, four chairs and two ice crea…
22/04986/TCH
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