Decorative advertising scaffold at 152-154 Cromwell Road, Kensington, London SW7

What was proposed

A temporary scaffold shroud would show a full-size image of the building façade with a smaller area for advertising and information.

“/CA/26/03056:2 3.2Nos. 152-154 comprise a five-storey building fronting Cromwell Road with retail at ground floor level, with flats on the upper floors and a railway line at the rear. 3.3The site has four Article 4 Directions: 100 (Basements), 101 (Launderettes- Change of use to residential use), 105 (Launderettes- Change of use to an office use), and 106 (Commercial, business and service use to residential use).”

“4.3The proposal would be a scaffold wrap with the images printed onto PVC and wrapped around the scaffolding. The inset advertising area would be surrounded by a 1:1 building mural. The sponsor advertising area equates to a small proportion of the total shroud with the remainder comprising a 1:1 building mural depicted on the shroud which would be the dominant element.”

Officer report

The site and surroundings

The site is a five-storey mixed-use building with shops, flats and a railway line behind it on the northern side of Cromwell Road.

“2.Reason for committee consideration · The Director considers it appropriate that the Committee determines the application. 3.The site and its surroundings 3.1 The application site includes a building at Nos. 152-154 Cromwell Road, located on the northern side of Cromwell Road.”

Officer report

Visual and public safety

The façade image would improve the appearance of scaffolding, while the advertisement would not significantly affect visual amenity or highway safety.

“The display of a 1:1 static image of the building façade would be acceptable compared with the typical scaffold sheeting and netting usually associated with such works. The shroud would in this case add temporary visual interest to the building, and due to the temporary nature, it would not have a permanent impact on the visual amenity of the surrounding area. 6.10The advertisements would be externally illuminated for a set period of time during the day.”

“In addition, the advertisement, given its limited time period, and limited impact on the appearance of the building that would anyway be covered in scaffolding, would preserve the character and appearance of the building and protect the conservation area from any long-term impact.”

Officer report

Consultation responses

No public consultation was undertaken, no representation letters were received, and the transportation and highways consultee raised no objection.

“8.Consultations carried out Comments from interested parties 8.1No public consultation is undertaken for Advertisement Consent applications. 8.2No representation letters were received at time of assessing the application.”

Officer report

Speakers at the meeting

There were no speakers for this application.

The committee vote

The committee unanimously agreed to grant advertisement consent subject to the officer’s conditions.

“Resolved unanimously: that advertisement consent be granted with the conditions at section 9 of the officer report.”

Minutes

Conditions on the consent

The advertisement must be removed by 7 September 2026, must not be intermittently illuminated, and must meet brightness and operating-hour limits.

“6.Limited time period (shroud) The advertisement(s) hereby permitted shall be retained for a limited period only until 7 September 2026 on or before which date the advertisements shall be removed and the use of the site for the display of advertisements discontinued. Reason - The advert is permitted for a limited period only, because of the special circumstances of the case.”

“Reason - To accord with policy TR4 of the Local Plan 2024 as illumination outside these hours would be unduly obtrusive and would be detrimental to the amenity of the area. INFORMATIVES 1To assist applicants in finding solutions to problems arising in relation to their development proposals the Local Planning Authority has produced planning policies, and provided written guidance, all of which are available on the Council's website, and which has been followed in this…”

Officer report