Core Refusal Reason
The proposed advertising structure fails to meet the rationalisation requirements of the Dublin City Development Plan and would result in significant visual obtrusion due to its scale, illumination, and prominent location.
Decision Maker's Conclusion
- The proposal contravenes the requirement that new outdoor advertising structures must generally involve the removal of existing structures to rationalise signage, leading to an undesirable proliferation of advertising.
- The signage would create a significant visual obtrusion at first-floor level, setting a negative precedent and causing serious injury to the visual amenity of the area.
- Due to its excessive scale, proportion, and illumination at a prominent location, the development would negatively impact the visual character and quality of the urban realm in Rathmines.
Cited Policies (CDP)
Appendix 19Outdoor Advertising StrategyPolicy SC22
Decision Document Summary
The application proposed the installation of a 6m by 3m scrolling advertisement structure at 1 Rathmines Road Upper, Dublin 6. Dublin City Council refused permission because the development failed to comply with the Outdoor Advertising Strategy, which seeks to reduce the number of advertisement sites through rationalisation. Additionally, the planning authority concluded that the sign's excessive scale and illumination at this prominent site would be visually obtrusive and detrimental to the cha...SOURCE PDFOpen Original
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