23 Haymarket London SW1Y 4DG Data via plota.co.uk

25/02874/ADV - Advert Application (ADV) Approved
Signs & adverts

Proposal

Display of externally illuminated fascia sign 3.8m x 3m and hanging sign 0.60m x 0.60m; and a menu board behind the shop front glazing. Data via plota.co.uk

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View original council record ↗Last checked

Application progress

✓
Received
25 Apr 2025
✓
Validated
11 Jul 2025
✓
Approved
18 Jul 2025

Approved on 18 Jul 2025 · Delegated Decision · Last checked 19 Oct 2026

Documents 17

Decision & officer reports 2

PDF GRANT OF ADVERT CONSENT [PE] Decision Notice · 18 Jul 2025 View ↗ PDF DELEGATED REPORT Report · 18 Jul 2025 View ↗

Statements & assessments 1

PDF DESIGN AND ACCESS STATEMENT Design and Access Statement · 25 Apr 2025 View ↗

Plans & drawings 7

PDF PROPOSED ELEVATION + DETAILS OF SIGN Drawing · 11 Jul 2025 View ↗ PDF DETAILS SHOWING THE EXTERNAL ILLUMINATION Drawing · 8 Jul 2025 View ↗ PDF LOCATION PLAN Location Plan · 25 Apr 2025 View ↗ PDF SITE LOCATION PLAN Location Plan · 25 Apr 2025 View ↗ PDF SHOP FRONT PLAN AND SECTION EXISTING Drawing · 25 Apr 2025 View ↗ PDF SHOP FRONT PLAN AND SECTION PROPOSED Drawing · 25 Apr 2025 View ↗ PDF SHOP FRONT ELEVATION EXISTING Drawing · 25 Apr 2025 View ↗

Application forms 1

PDF APPLICATIONFORMREDACTED Application Form · 25 Apr 2025 View ↗

Consultation & comments 1

PDF INVALID CHASER LETTER (14 DAY RESPONSE) Background Papers · 8 Jul 2025 View ↗

Other documents 5

PDF ACK-GENERAL LETTER (G/P/C) Background Papers · 17 Jul 2025 View ↗ PDF PHOTO Photo · 11 Jul 2025 View ↗ PDF 2ND INVALID LETTER Background Papers · 6 Jun 2025 View ↗ PDF RECEIPT OF APPLICATION Background Papers · 1 May 2025 View ↗ PDF 1ST INVALID LETTER Background Papers · 1 May 2025 View ↗

All documents on the council site ↗

Site constraints 12

Haymarket 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 Named permitted development rights are withdrawn here.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: 4A.2 Primrose 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.
39 listed buildings within 150 m
Nearest: Burberry's, Grade II, 3 m away · 4 Grade I, 11 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 39 with distances
Historic England ↗
National infrastructure project 356 m away: Thames Tideway Tunnel
The site is 356 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, 74 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
Registered park or garden 242 m away: Trafalgar Square; 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.

Building

Floor area141 m² (1,518 sq ft)
Energy ratingE (asset rating 107)
UseA3/A4/A5 Restaurant and Cafes/Drinking Establishments and Hot Food takeaways
HeatingHeating and Natural Ventilation

From the energy performance certificate lodged in December 2015, 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
SW1Y 4DG
Received
25 Apr 2025
Validated
11 Jul 2025
Ward
St James's
Case officer
Show
Target decision
5 Sept 2025
Decision
Application Permitted
Decision date
18 Jul 2025
Decision level
Delegated Decision
Applicant
Show
Agent
New Makers Bureau
Leaseholder
Show

How this decision compares

Decided in 7 days from validation, 35 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 19 Oct 2026

Read the comments on the council site ↗

Consultation & key dates

Alt. reference
PP-13973418
Planning Portal ref
PP-13973418
Env. assessment
No

Historical activity at this location

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

This property

Previous applications at this address

2025
Installation of replacement shop front glazing. (Linked with 25/02874/ADV)
25/02873/FULL
Within ~100m

Nearby activity

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
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 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 Approved
56 Haymarket London SW1Y 4RP
Replacement of existing doors and associated alterations.
25/02938/FULL
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 Approved
63 - 65 Haymarket London SW1Y 4RL
Demolition of roof level plant room, installation of additional section of safety balustr…
25/02779/LBC
2025 Approved
63 - 65 Haymarket London SW1Y 4RL
Demolition of roof level plant room, installation of additional section of safety balustr…
25/02778/FULL
2025
1 St James's Market London SW1Y 4SB
Display of a Turtle Sculpture on outside 1 St James's Market, to the right of the main en…
25/03569/ADV
2025
33 Haymarket London
Display of externally illuminated fascia and projecting signs measuring 2.50m x 0.30m and…
25/03546/ADV
2025
33 Haymarket London
Installation of externally illuminated fascia and non illuminated hanging sings. (Linked…
25/03441/LBC
2025
St Albans House 57 - 60 Haymarket London SW1Y 4QX
Display of adverts, information and images to windows along Haymarket, Charles 2nd St and…
25/03260/ADV
2025 Approved
18 - 21 Haymarket London SW1Y 4DQ
Display of nine vinyl images measuring 4000m x 2300m and one vinyl image measuring 3600 x…
25/02771/ADV
2025
Theatre Royal 8 Haymarket London SW1Y 4HT
To provide additional female WCs to the first floor of the Theatre by converting an exist…
25/02577/LBC
2025
30 - 31 Haymarket London SW1Y 4EX
Variation of condition 1 of planning permission dated 15 May 2015 (RN 23/05767/FULL) for…
25/01799/FULL
2025
Harold Pinter Theatre Panton Street London SW1Y 4DN
Replacement of existing scenery dock door with a new thermal and acoustic scenery dock do…
25/00051/FULL
2025
Harold Pinter Theatre Panton Street London SW1Y 4DN
Replacement of existing scenery dock door with a new thermal and acoustic scenery dock do…
25/00052/LBC
2024
31 Coventry Street London W1D 6AS
Alterations to shopfront including installation of retractable awning blind oversailing t…
24/08223/FULL
2018 Approved
Whitcomb Street Carpark 39 - 41 Whitcomb Street London WC2H 7DT
Continued use of Levels 12 - 16 of car park (sui generis) as temporary office, constructi…
18/07140/FULL
2019 Approved
56 Haymarket London SW1Y 4RP
Use of two areas of the public highway measuring 2.2m x 10.3m and 2.83m x 9.45m for the p…
19/00386/TCH
2018 Refused
2 St James's Market London SW1Y 4SB
Erection of 3 antennae, 3 cabinets, 15 remote radio heads and associated works on the roo…
18/10120/FULL
2018 Refused
Clareville House 47 Whitcomb Street London WC2H 7DH
Display of two internally illuminated digital LED screens, one on each side of a freestan…
18/10317/ADV
2018 Approved
Haymarket House 28-29 Haymarket London SW1Y 4SP
Ground and basement level alterations and reconfiguration to create an additional retail…
18/07572/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.

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.