WEB1357/22
The replacement of the existing south-facing Première internally illuminated 6.4m wide x 3.4m high advertising display (granted under Reg. Ref. WEB1003/19) on the southern gable wall of No. 7 Geraldine Terrace with a 6.4m wide x 3.3m high digital advertising display, to be positioned at 2.4m above ground level; and all associated site works and services
Core Planning Reasoning
The Inspector recommended the removal of a restrictive condition (Condition 2) that sought to reduce the size of the digital display, concluding that the proposal is a technological upgrade of an existing permitted use and that a 2.4m vertical clearance for pedestrian safety is a more appropriate and proportionate planning requirement than a reduction in scale.
Decision Maker's Conclusion
- The proposed digital display is a technological upgrade of an existing permitted sign and does not fall under the strict prohibition of traditional '48-sheet' paper panels cited by the Planning Authority.
- The proposed scale of the signage relates appropriately to the gable wall of the host building and a reduction in size would render the project unfeasible without significant planning gain.
- Pedestrian safety and orderly development can be maintained by ensuring a minimum clear height of 2.4 metres above the footpath, rather than reducing the overall dimensions of the advertising panel.
Cited Policies (CDP)
Decision Document Summary
The case involves a first-party appeal against Condition 2 of a planning grant for a digital advertising display at 7 Geraldine Terrace, Milltown Road, Dublin 6. The applicant proposed replacing an existing internally illuminated sign with a slimmer digital unit. While Dublin City Council granted permission, they imposed a condition to drastically reduce the display area to 4.1m x 3.1m, citing concerns over the scale relative to the host building and Appendix 17 of the 2022-2028 Development Plan...PDF Document Missing
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