Athenaeum Hotel 116 Piccadilly London W1J 7BJ Data via plota.co.uk

25/08245/ADV - Advert Application (ADV) Refused
Signs & adverts

Proposal

Display of two non-illuminated flags to each end of the building facade facing Piccadilly measuring 3m x 1.2m. Data via plota.co.uk

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View original council record ↗Last checked

Application progress

✓
Received
12 Nov 2025
✗
Refused
12 May 2026
Appeal
Not lodged

Refused on 12 May 2026 · Delegated Decision · Last checked 10 Oct 2026

Documents 13

Decision & officer reports 2

PDF REFUSAL-ADVERT CONSENT [PE] Decision Notice · 13 May 2026 View ↗ PDF DELEGATED REPORT Report · 13 May 2026 View ↗

Plans & drawings 7

PDF FLAG DESIGN Drawing · 12 Nov 2025 View ↗ PDF EXISTING DOWN STREET ELEVATION Drawing · 12 Nov 2025 View ↗ PDF EXISTING PICADILLY ELEVATION Drawing · 12 Nov 2025 View ↗ IMG FLAG TEXTS DIMENSIONS Drawing · 12 Nov 2025 View ↗ PDF PROPOSED DOWN STREET ELEVATION Drawing · 12 Nov 2025 View ↗ PDF PROPOSED PICADILLY ELEVATION Drawing · 12 Nov 2025 View ↗ PDF SITE LOCATION PLAN Drawing · 12 Nov 2025 View ↗

Application forms 1

PDF APPLICATIONFORMREDACTED Application Form · 12 Nov 2025 View ↗

Other documents 3

PDF ACK-GENERAL LETTER (G/P/C) Background Papers · 23 Mar 2026 View ↗ PDF RECEIPT OF APPLICATION Other · 18 Nov 2025 View ↗ PDF COVER LETTER Background Papers · 12 Nov 2025 View ↗

All documents on the council site ↗

Site constraints 13

Mayfair 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 ↗
Article 4 direction
Article 4 Basement Development Permitted Rights Removed. Named permitted development rights are withdrawn here.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 2.5
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 ↗
27 listed buildings within 150 m
Nearest: Park Lane Hotel (Eastern Block), Grade II, 10 m away · 2 Grade I, 2 Grade II*, 23 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 27 with distances
Historic England ↗
Registered park or garden 44 m away: Green Park
Its setting is a consideration for work nearby.
Registered parks and gardens, battlefields, world heritage sites and protected wrecks are designated heritage assets: harm needs clear and convincing justification.
Historic England ↗
Habitat network: Network Enhancement Zone 2
Where habitat is joined up enough to work as a network. Context, not a constraint on its own.
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
National infrastructure project 1162 m away: Thames Tideway Tunnel; Inside the City of Westminster built-up area; Public transport access: PTAL 6b (excellent), TfL 2023, for the 100 m square; Metropolitan Open Land 26 m away; Priority habitat 44 m away: Deciduous woodland.
Not affected
Outside flood zones 2 and 3 · Not green belt · No scheduled monument at the site

Checked on 2 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 area8,707 m² (93,721 sq ft)
Energy ratingD (asset rating 85)
UseC1 Hotels
HeatingAir Conditioning

From the energy performance certificate lodged in June 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
W1J 7BJ
Received
12 Nov 2025
Validated
12 Nov 2025
Ward
West End
Case officer
Show
Target decision
7 Jan 2026
Decision
Application Refused
Decision date
12 May 2026
Decision level
Delegated Decision
Agent
DARA Planning

How this decision compares

Decided in 181 days from validation, 139 days slower than Westminster's median of 42 for signs and adverts. Refused, as 17% of signs and adverts here are.

67%decided within 8 weeks
83%approved
1,208decided 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 10 Oct 2026

Read the comments on the council site ↗

Consultation & key dates

Alt. reference
PP-14449656
Planning Portal ref
PP-14449656
Env. assessment
No

Historical activity at this location

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

This property

Previous applications at this address

2021 Approved
Use of the public highway for the placing of 8 tables, 20 chairs, 7 planters, 2 parasols…
21/08774/TCH
2019 Refused
Installation of glazed sections into the boundary wall on the Down Street frontage.
19/09124/FULL
2019 Approved
Use of the public highway for the placing of 8 tables, 20 chairs, 7 planters, 2 parasols…
19/09154/TCH
2017 Approved
Use of the public highway for the placing of 10 tables, 20 chairs, 7 planters, 2 parasols…
17/10039/TCH
2016 Approved
Use of the public highway measuring 2.1-2.3m x 14.79m for the placing of 8 tables, 20 cha…
16/03725/TCH
2016 Approved
Display of halo illuminated lettered sign measuring approximately 5000 mm x 1000 mm on we…
16/01785/ADV
2016 Approved
Display of one halo-illuminated fascia sign on the Piccadilly elevation measuring 2456mm…
16/01568/ADV
2016 Approved
Display of non-illuminated hoarding advertisement at ground floor level measuring 36.2m x…
16/00465/ADV
Within ~100m

Nearby activity

2025
31 - 35 Brick Street London W1J 7HQ
Demolition of 31-35 Brick Street and 37-49 Brick Street and the erection of a stepped gro…
25/05375/LBC
2025 Approved
105 Piccadilly London W1J 7NJ
Installation and replacement of plant and safety balustrade at roof level. (Linked with 2…
25/02915/LBC
2025 Approved
105 Piccadilly London W1J 7NJ
Installation and replacement of plant and safety balustrade at roof level. (Linked with 2…
25/02914/FULL
2025
127 Piccadilly London W1J 7PX
Repairs and replacement of any heavily decayed elements of the existing roof lantern over…
25/03345/LBC
2025
Ground Floor Centre 105 Piccadilly London W1J 7NJ
Installation of one unit of services equipment in the lower ground floor external light w…
25/02457/LBC
2025
Ground Floor Centre 105 Piccadilly London W1J 7NJ
Installation of one unit of services equipment in the lower ground floor external light w…
25/02456/FULL
2025
128 Piccadilly London W1J 7PY
Minor internal alterations to basement including refurbishment of the bar, kitchen and Mi…
25/00936/LBC
2024 Approved
3 Down Street Mews London W1J 7AU
Variation of condition 9 of planning permission dated 19 Janaury 2016 (RN:15/07743/FULL)…
24/02472/FULL
2024
Interpark House 7 Down Street London W1J 7AJ
Removal of existing redundant roof level plant enclosure. Replacement of ten new plant wi…
24/03779/FULL
2023 Withdrawn
Interpark House 7 Down Street London W1J 7AJ
Removal of existing redundant roof level plant and replacement with new plant within exis…
23/08727/FULL
2024
127 Piccadilly London W1J 7PX
Internal alterations to ground floor and lower ground floor WC.
24/02022/LBC
2023 Approved
128 Piccadilly London W1J 7PY
Removal of 3 existing antennas, 2 existing cabinets to be replaced with 3 new antennas, 2…
23/06456/FULL
2023 Approved
128 Piccadilly London W1J 7PY
Alterations and refurbishment to balconies above main entrance facade.
23/04156/LBC
2022 Approved
128 Piccadilly London W1J 7PY
Refurbishment of reception including replacement of entrance door.
22/06632/LBC
2022 Approved
128 Piccadilly London W1J 7PY
Refurbishment of reception including replacement of entrance door.
22/06631/FULL
2022 Approved
Park Lane Hotel Piccadilly London W1J 7BX
Variation of condition 5 of planning permission dated 8 June 2020 (RN: 20/02827/FULL) for…
22/04265/FULL
2022 Approved
128 Piccadilly London W1J 7PY
The removal and replacement of 3 existing antennas with 3 upgraded antennas, removal and…
22/03306/LBC
2022 Approved
128 Piccadilly London W1J 7PY
The removal and replacement of 3 existing antennas with 3 upgraded antennas, removal and…
22/03305/FULL
2022 Approved
14 Old Park Lane London W1K 1ND
Display of three externally illuminated fascia sign measuring 1.15m x 5.2m, 0.29m x 1.55m…
22/03793/ADV
2022 Approved
Park Lane Hotel Piccadilly London W1J 7BX
Variation of condition 5 of planning permission dated 3 May 2022 (RN 20/02802/FULL) for…
22/02951/FULL
2016 Approved
Newton House 118-119 Piccadilly London W1J 7NW
Erection of a roof extension to rear mews building and remodelling of facade including th…
16/06776/FULL
2016 Approved
Park Lane Hotel Piccadilly London W1J 7BX
Use of two areas of the public highway measuring 2.75 m x 12.9 m and 1.8 m x 2.85m for th…
16/05285/TCH
2016 Approved
Park Lane Hotel Piccadilly London W1J 7BX
Installation of illuminated lettering at fascia level and non-illuminated plaques.
16/03591/LBC
2016 Approved
Park Lane Hotel Piccadilly London W1J 7BX
Use of the public highway for the placing of 9 tables, 18 chairs, 13 barriers and 2 paras…
16/00304/TCH
2016 Approved
Park Lane Hotel Piccadilly London W1J 7BX
Installation of lining panel within the main lantern above the Palm Court.
16/02251/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

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.