336 - 337 Strand London WC2R 1HA Data via plota.co.uk

26/05825/ADV - Advert Application (ADV) Approved
Signs & adverts

Proposal

Display of 'Elf on the Shelf' sculpture adjacent to 336 - 337 Strand to form a cross-BID Christmas trail taking place from Monday 16th November until Monday 28th December 2026. Data via plota.co.uk

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View original council record ↗Last checked

Application progress

✓
Received
25 Aug 2026
✓
Approved
2 Oct 2026

Approved on 2 Oct 2026 · Delegated Decision · Last checked 2 Oct 2026

Documents 9

Decision & officer reports 2

PDF DELEGATED REPORT Report · 2 Oct 2026 View ↗ PDF GRANT OF ADVERT CONSENT [PE] Decision Notice · 2 Oct 2026 View ↗

Plans & drawings 2

PDF VISUAL OF LOCATION & ELF SPEC Drawing · 25 Aug 2026 View ↗ PDF SITE PLAN - STRAND ALDWYCH Location Plan · 25 Aug 2026 View ↗

Application forms 1

PDF APPLICATIONFORMREDACTED Application Form · 25 Aug 2026 View ↗

Other documents 4

PDF ACK-GENERAL LETTER (G/P/C) Background Papers · 7 Sept 2026 View ↗ PDF ECNSLT-INTERNAL CONSULTS Background Papers · 7 Sept 2026 View ↗ PDF RECEIPT OF APPLICATION Other · 1 Sept 2026 View ↗ IMG EXISTING SCULPTURE - PINPEP_PRIDE_IN_THE_QUARTER_080 Photo · 25 Aug 2026 View ↗

All documents on the council site ↗

Site constraints 11

Strand 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 Named permitted development rights are withdrawn here.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 ↗
National infrastructure project 42 m away: Thames Tideway Tunnel
The site is 42 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, 368 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 ↗
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.
30 listed buildings within 150 m
Nearest: Marconi House, Grade II, 3 m away · 4 Grade I, 1 Grade II*, 24 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 30 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
Registered park or garden 250 m away: Victoria Embankment Gardens; 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.

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Important details

Council
Westminster
Application type
Advert Application (ADV)
Postcode
WC2R 1HA
Received
25 Aug 2026
Validated
25 Aug 2026
Ward
St James's
Case officer
Show
Target decision
20 Oct 2026
Decision
Application Permitted
Decision date
2 Oct 2026
Decision level
Delegated Decision
Applicant
Show
Leaseholder
Show

How this decision compares

Decided in 38 days from validation, about the council's usual 40 days. 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 2 Oct 2026

Read the comments on the council site ↗

Consultation & key dates

Alt. reference
PP-15181187
Planning Portal ref
PP-15181187
Env. assessment
No

Historical activity at this location

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

This property

Previous applications at this address

2023 Approved
Variation of condition 2 of planning permission dated 01 February 2023 (ref. 22/07246/FUL…
23/01196/FULL
2020 Refused
Use of an area of the public highway measuring 4.87m x 32.4m for the placing of 27 tables…
20/03771/TCH
2019 Approved
Use of two areas of public highway measuring 1.9m x15.5m and 1.9m x 2.5m for the placing…
19/05078/TCH
2019 Withdrawn
Use of two areas of public highway measuring 1.9m x15.5m and 1.9m x 2.5m for the placing…
19/04644/TCH
2018 Refused
Install two planters on the public highway adjacent entrance of the restaurant.
18/08189/FULL
2018 Approved
Details of removal of vegetation around the windows pursuant to condition 3 of listed bui…
18/05244/ADLBC
2018 Approved
Internal alterations to refurbish ground floor restaurant.
18/04567/LBC
2017 Approved
Use of two areas of the public highway measuring 1.9 m x 15.5 m and 1.9 m x 2.5 m for the…
17/05919/TCH
2016 Approved
Use of two areas of the public highway measuring 1.9m x 15.5m and 1.9m x 2.5m for the pla…
16/03970/TCH
2016 Approved
Installation of two glazed doors at the front elevation of the property.
16/00589/FULL
Within ~100m

Nearby activity

2025
St Mary Le Strand Church Strand London WC2R 1ES
Display internally illuminated shroud/art installation measuring 15.65m x 30.01m
25/07238/ADV
2025 Approved
St Mary Le Strand Church Strand London WC2R 1ES
Erection of a temporary artwork installation along the south facade and corners of the ea…
25/04633/FULL
2025
St Mary Le Strand Church Strand London WC2R 1ES
Display of a temporary artwork installation along the south facade and corners of the eas…
25/05928/ADV
2025
Novello Theatre 5 Aldwych London WC2B 4LD
Alterations to the internal layout of the fourth-floor 'Novello Flat'; installation of a…
25/05853/LBC
2025 Withdrawn
Novello Theatre 5 Aldwych London WC2B 4LD
Alterations to the internal layout of the fourth-floor 'Novello Flat'; installation of a…
25/04246/LBC
2025
Bush House Strand London WC2B 4RD
Creation of an internal connection space / link between Bush House Southwest Wing and Bus…
25/03533/LBC
2025
Bush House Strand London WC2B 4RD
Creation of an internal connection space / link between Bush House Southwest Wing and Bus…
25/03532/FULL
2025
Novello Theatre 5 Aldwych WC2B 4LD
Refurbishment of existing stage lantern (smoke vent) set on the roof of the theatre fly t…
25/03154/LBC
2025
Novello Theatre 5 Aldwych WC2B 4LD
Refurbishment of existing stage lantern (smoke vent) set on the roof of the theatre fly t…
25/03153/FULL
2025
Franklin House 151 Strand London WC2R 1HL
Variation of condition 1 of planning permission dated 7th February 2025 (RN 23/03709/FULL…
25/02937/FULL
2025
152 - 172 Strand London WC2R 2LS
Display of one non illuminated hoarding sign measuring 4.5m x 30m and one non illuminated…
25/02898/ADV
2025 Approved
South West Wing Bush House Strand London WC2B 4RD
Display of two digital screens behind the glass at ground floor level for temporary perio…
25/01201/ADV
2025 Withdrawn
The Strand Aldwych Public Space Strand London
Display of a dog sculpture measuring 9m x 4m, which will sit on a platform measuring 12m…
25/00143/ADV
2025
Bus Shelter Outside Aldwych Theatre Aldwych
Display of internally illuminated dynamic display with automatic rotation images measurin…
25/00280/ADV
2024 Approved
South West Wing Bush House Strand London WC2B 4RD
Display of non-illuminated adverts to eleven hoardings each measuring 2.2m x 1.36m (x 8)…
24/08723/ADV
2024
St Mary Le Strand Church Strand London WC2R 1ES
Internal and external alterations including two new ramps and a terrace on the north side…
24/08327/FULL
2024
1 Aldwych WC2B 4BZ
Internal alterations, inlcuding works to create new ceiling feature in Lobby Bar, small a…
24/07783/LBC
2024
South West Wing Bush House Strand London WC2B 4RD
Reconfiguration and extension of the existing building, including: creation of double hei…
24/06619/FULL
2024
1 Aldwych WC2B 4BZ
The reconfiguration and redesign for part of Basement Level B1 of the hotel.
24/06530/LBC
2024
Bush House Strand London WC2B 4RD
Display of a non-illuminated sign measuring 2.45m x 5.78m for temporary period from 01 Oc…
24/05862/ADV
2019 Approved
146 Strand London WC2R 1JD
Use of part basement, part ground, first, second, third and fourth floor level as four se…
19/03576/FULL
2019 Approved
Novello Theatre 5 Aldwych London WC2B 4LD
Internal alterations including the addition of partitions within the Grand Circle and Dre…
19/02266/LBC
2019 Approved
Novello Theatre 5 Aldwych London WC2B 4LD
Internal alterations and refurbishment to the foyer box office.
19/03938/LBC
2019 Refused
Waldorf Hotel Aldwych London WC2B 4DD
Display of a non-illuminated advert on hoarding measuring 24m x 60m for a temporary perio…
19/04175/ADV
2019 Approved
Waldorf Hotel Aldwych London WC2B 4DD
Replacement of window awnings at ground floor level; installation of lightning tapes to f…
19/00894/LBC
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

Leaseholders: 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.